November 30, 2021

Volume XI, Number 334

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November 29, 2021

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Law Firm Marketing: How to Build a Targeted Mailing List

When it comes to reaching out to potential clients on a consistent basis, few law firm marketing tools can match the success rate of e-newsletters.

However, before you can engage prospective clients through e-newsletters, you first have to find them.  Which brings us to one of the foundational tools of law firm marketing: list building.

There are list services where you can purchase names, e-mail addresses and home addresses that match your target demographic.  But I don’t recommend them for law firm marketing for one important reason:  the client’s choice in legal counsel rests so much on trust, my opinion is that contacting potential clients without their permission is suspect. 

However, there are many proven ways to build law firm marketing lists without purchasing names from a service. Below are some of the best:

Insert a newsletter sign-up form on each page of your website and on your blog, including a brief summary of the benefits of receiving no-cost, ongoing legal information they can use.

When you have a speaking engagement, provide a sign-up sheet for your “complimentary” newsletter. This technique has a very high response rate because the audience is already interested in your area of the law.

Partner with other professionals who serve a client base similar to yours. For example, if your area of practice is estate planning, financial planners or brokerage houses might have a target client similar to yours.  Once you locate these “list partners”, you can insert your offer for a free trial newsletter into their outgoing communications to that client base (and they can do the same with yours).  In that way, you are getting permission from the recipient prior to sending your law firm marketing newsletter – which is much more effective than purchasing a list.

In addition to using these proven ways to build your law firm marketing list, be sure to make it visible and easy for recipients of your newsletter to unsubscribe. It does you no good to contact someone regularly that does not want your information -- and making it clear they may cancel at any time sends the message that you care about them and they can trust you.

Adding these list-building tactics to your law firm marketing strategy will help you build a solid, highly responsive list of prospects that have real potential to turn into paying clients.

© The Rainmaker Institute, All Rights Reserved National Law Review, Volume II, Number 254
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About this Author

Stephen Fairley legal marketing expert, law office management
CEO

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.

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