Legal Associations Management Services: Email Marketing

by Legal Associations Management  |  March 3, 2021

Learn the basics of creating email marketing campaigns and leading techniques to consider when cultivating your email marketing projects.

Among the obstacles that legal associations and law firms have to face is finding cost-efficient methods to market themselves to a broad audience. Whether it’s your grand opening of a new office or your well-established company is looking for new members or clients, an effective email marketing strategy is key to promoting and expanding your business, increasing revenue, and selling more products. Adopting email marketing campaigns is also a great way to technologically advance your firm or association. To learn more methods, check out our blog on 5 Ways To Technologically Advance Your Association.

The team at Legal Associations Management makes it easy to turn your vision into personalized email campaigns. This allows your association or firm to build and strengthen relationships with new and existing clients or members. Our marketing experts can collect essential data to send targeted emails that direct traffic back to your firm or association.

Along with targeted email sends, there are many vital techniques that our marketing and technology teams implement when creating compelling email marketing campaigns for our clients. Here are a few aspects to consider when beginning your email journey:

Create a plan

Not sure what your plan is yet? Don’t worry—we are here to help.

Managing a law firm or legal association isn’t easy. To make planning easier, we have highlighted a few key factors to consider when creating a strategy for your email marketing. The payoff for the time you put into devising your email marketing plan will be well worth it. 

First, you need to know who your targeted audience is. This will allow you to tailor your content to that intended audience, which will help you decide exactly what to write. Once you have figured out what your content is and how you are going to write it, make a schedule. Giving yourself a timeline of when each task is due, will help you stay organized and keep you on track to creating the perfect email marketing campaign.

Know your audience

If you own a law firm start by asking yourself, “What legal services do you provide?” If the answer is trucking and auto, then you will want to cater to those people; if it’s family law, then you will cater to that crowd.

If you own a legal association ask yourself, “What kind of lawyers are prominent in my association?” If the answer is civil plaintiffs’ lawyers, cater to them; if it’s criminal defense lawyers, cater to those individuals and so on. If your members are located within a certain geographic area be sure to also tailor your content with this information in mind. There is a chance that one email you are sending will go to mostly members located within the United States, whereas another email could be targeted towards your international members. Be sure to do your research in advance and make sure your content applies to each audience appropriately. 

You also need to take into consideration the age, sex, and demographics of your email audience. The more information you have about your audience, the easier it will be to create content that you know is going to get the highest engagement and return. For example, women, under the age of 40, who live in urban areas are going to need a different type of content than say men, over the age of 60, who live in rural areas.

Once you figure out who your intended audience is, you can then begin brainstorming about what you are going to write and how you are going to present it. To make sure your content is clear and engaging, start by asking yourself the following questions.

If you own a law firm: 

  • “Do you want to highlight your lawyers and their settlements/verdicts in this email?”
  • “Do you want to include any videos, graphics, writing, or a combination of all?

If you own a legal association:

  • “What are the benefits of being a part of your association?”
  • “Do you want some of your emails to be about your get-togethers and events?” 

Once you answer those questions, you should be able to determine the direction in which your email marketing campaign will go. Your email is either going to be more graphic/video-focused, more content-focused or it could be a mixture of both. Make sure your email includes personalization and imagery appealing to the eye. 

After you have decided what the body of your email will be,, you’ll need a subject line. When creating subject lines, it’s best to create more than one. The subject line is the first thing your audience will see, so make it attention-grabbing, personalized, and keep it short. Keep in mind that people receive many emails a day, and most are opened on mobile devices, so be sure to make your subject line mobile-friendly and make it stand out. If your email campaign is going to be sent to individual people, you want to make it more personal than if you were sending it to a bunch of generic business addresses. If it is to a business, you most likely want to make it less personal and more straightforward.   

Make a schedule

Now that you have a clear understanding of your email audience and you know what you are going to write, the final part of your plan can be put into place. Making a schedule or timeline will help you stay on track and before you know it you will have created  a compelling email marketing campaign.

To perfect your email marketing campaign run some tests to better learn your audience and what is going to get you the highest engagement. You can start by sending a test email at two different times, on the same day, to see which email generated a better open rate. Then, send emails on different days of the week or weekend to see what day/time receives the most interaction. This will allow you to ensure that all future email marketing campaigns are scheduled for the best days and times, creating the most engagement with your recipients. 
To learn more about Legal Associations Management's email marketing services, contact us today to build and strengthen your relationships with new and existing clients or members.

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