November 19, 2018

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How Lawyers Can Win at Email Marketing [INFOGRAPHIC]

If you’re not getting the number or type of responses you want from your email marketing, then it’s time to do something about it.  Email remains the most effective and cost-effective ways for law firms to have ongoing conversations with prospects.  It’s targeted, allowing you to tailor your messaging according to your particular market’s wants and needs.  In fact, it’s darn near perfect — except when you’re doing it wrong.

The infographic below from email software provider Boomerang, developed using data from 40 million user emails, lists seven important tips for creating emails that elicit responses. To maximize your response rate, it is recommended that you:

  • Write for a third-grade-level reader.

  • Include no more than three questions in your email.

  • Write with emotion.

  • Keep your email to no more than 125 words.

  • Have a really short subject line — 3-4 words is best.

  • Take a stand and state your point of view clearly.

Basically, the advice is this:  keep it simple.  Admittedly, this is difficult for a lot of lawyers to do.  It’s not the typical kind of writing you’re used to doing.  But it is what resonates with prospects, so either get the expertise in-house or outsource it.  No reason to waste time and money on an email marketing program that doesn’t work (and I’m talking about big money here – what you spend on getting qualified leads that are then wasted by ineffective communication).

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About this Author

Stephen Fairley legal marketing expert, law office management

Two-time international best-selling author, Stephen Fairley is the Founder and CEO of The Rainmaker Institute, the nation’s largest law firm marketing company specializing in marketing and lead conversion for small to medium law firms. Since 1999, he has built a national reputation as a legal marketing expert and been named, “America’s Top Marketing Coach.” He has spoken numerous times for over 35 of the nation’s largest state and local bar associations.