How often do you hit the delete key? It’s almost a morning ritual. You open up your email, personal or business, and unless you actively filter your mail, you nope your way through your inbox. However, every so often, you get an email and you are intrigued enough to click it, so you do. Now, this may or may not lead to an immediate buy, but it has garnered your attention enough to click through, and maybe spend a little time investigating that interesting offer or information that caught your eye.
Congratulations, you have successfully completed a marketing transaction.
I’ve written previously about the funnel concept, and how it applied to law firm marketing. By clicking the email, you entered the top of the funnel, and of you pursued more information or made a purchase, you went through a process to do that. You see, email as a marketing tool is very far from dead. Entrepreneur magazine notes that people check their email at least once per day from their smartphones or tablets. This makes for an interesting demographic shift since private email use is in decline, largely due to social media, texting, and instant messaging applications, while at the same time the volume of B2C emails is rising.
So how do you make email a part of a marketing campaign and make it effective? That takes some back end work. You need to choose an email marketing tool that not only lets you send bulk email, but also gives you the analytics and stats you need to refine your campaigns. You need all that information and data in one place, and then you need work with it, the same way that you would with Google analytics. Optimize, optimize, optimize and give the user not just a marketing come on, but something interesting and actionable. Work hard to earn their trust, as 64 percent of users trust emails that they sign up for, but don’t overload them – since 54 percent of them list “too much mail” as a principal reason for unsubscribing.
As with everything else – and I say this a lot – there is no magic wand, and there are no instant results. As you start crafting emails as part of a campaign or as part of a mailing list, you’ll learn by trial, error, and statistics just how well you’re doing. Start by playing to your firm’s strong points, and offering services that are very up front. Contacting and hiring a lawyer is often one of the biggest, most stressful events of a person’s life. However, if you are already have trusted presence, you’re already more than halfway to landing the client.
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