Email is one of the most effective marketing tools available, and it can have very substantial effects on your bottom line.  According to a HubSpot survey, more than 50% of respondents said they read most of their email – proof that email is still a great way to reach current and potential clients.

As law firms move into the internet-age, they’ve transformed their monthly print newsletter into a digital publication.  While the monthly newsletter has its value, there is so much more that companies can be doing to capitalize on email marketing.

Marketing automation and email

We live in a world where communication is constant and instantaneous.  Does it really make sense to wait a month to communicate with your email subscribers?

No! Staying top-of-mind requires more frequent outreach and a process to make it happen.  That’s why marketing automation is so important.

Marketing automation is software that helps automate your marketing campaigns.  Within the software, you can streamline your blogging, social media and your email marketing.  Your emails become part of what we call a workflow, or a series of automated follow-up actions.

This sounds complicated, but it’s actually very simple.  You write a set of emails and save them for distribution. Within your system, you can set various triggers (i.e. – downloading an e-book or a white paper) that will result in a set of emails being distributed.

Although it take time up-front to create the plan and draft the emails, it’s well worth the effort.  Each set of emails is targeted based on the trigger action, so the content is much more relevant and engaging to the individual.

Check out some examples of potential workflows below.

Topic workflows

This type of workflow can be triggered when a visitor downloads an e-book or a white paper.  The emails that follow provide additional insight on the same topic. You can include links to blog articles and other content offers.

These emails build trust and answer additional questions your new lead might have about that particular subject.  In many cases, the goal is to convert the lead into a paying customer.

You should create a workflow for each industry-related topic.  So you might have one specifically for estate plans and another for Veteran’s benefit coordination (if you’re an elder care attorney.)

Blog subscriber welcome workflow

You can trigger another workflow when someone subscribes to your blog.  Give them a warm welcome with a friendly email.  Thank them for subscribing and remind them what they’ll get out of reading your content.  You can also use this workflow to promote your best-performing blog content and other e-books and white papers.

New customer welcome workflow

If you’ve converted a lead into a customer, you can create a series of welcome emails that serve as a way to start your relationship off on the right foot.  You’ll likely be providing new clients with a lot of information.  Use a series of emails to provide insight into your process so they understand what’s going on.

This is a great way to keep customers engaged after they buy. In 2014, email marketing was cited as the most effective digital marketing channel for customer retention in the United States according to eMarketer.

Customer success workflow

Testimonials and case studies are necessary for every law firm.  Once a case is complete, you can trigger another workflow that asks customers for feedback. You might also include content and resources that educate the client on upcoming speaking engagements or services they’re not taking advantage of.

As you can see, there is more to email marketing than your basic monthly newsletter. Effectively marketing a law firm means consistent communication with both current and potential clients.  Workflows help ensure ongoing outreach with specific content based on the recent actions of the individual.

If you like the idea of workflows, make sure you do some further reading on marketing automation and inbound marketing.  Inbound marketing is the overarching strategy that ties email, content, social media and lead generation together.

Have more questions about marketing for law firms? Leave a comment below and we’ll be sure to respond!

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