Email news and strategy
Lawyers and Email Marketing Campaigns
By Dan Forootan, President of EZ Publishing
The usual advertising medium for a lawyer is unfortunately not a very realistic one for the vast majority of legal professionals. Sure, everyone gets a kick out of watching television ads in which lawyers somberly promise to deliver the verdict you want or else their services are free. And lawyers, as well as their potential clientele, do double takes every time they drive by a railroad overpass or a highway billboard featuring a larger-than-life likeness of a lawyer soliciting business.
The truth, though, is that most lawyers can’t afford to use such attention-getting methods to
generate business. So how do lawyers in this position spread the word about their services
and find new clients? An email marketing campaign for lawyers!
A lawyer’s email marketing campaign can provide him or her with a maximum amount of benefit with a minimal amount of effort and investment. This is particularly valuable since most lawyers, again, don’t operate firms in which there are dozens of first-year associates running around doing most of the grunt work. The truth is at most firms, the head lawyers handle most everything with the help of a paralegal or two, and there’s not a whole lot of time or money to spend on promotional efforts.
Fortunately, a lawyer’s email marketing campaign can easily
be implemented even by a one-man start-up operation working on a shoestring budget. Collecting email addresses today is as easy as collecting phone numbers a generation ago—everyone uses email and offering an address as a way to get in touch is second nature to just about everyone. Let clients and potential clients know that email is the best and most time-saving way to communicate – then collect email addresses every time someone visits the office.
Lawyers can also build the database for an email campaign for lawyers outside of the office. If the lawyer has enough money in the budget, he or she can place an ad in the local newspaper, inviting readers to email the office to ask questions, set up an appointment, or stay informed of the latest legal news. There are also plenty of free ways in which a lawyer can promote legal services, too. But most importantly is collecting the email addresses and then investing in high quality email marketing software to help manage the email contact list as it grows. Email marketing software programs allow you to quickly customize each email with your firm’s logo and company information, so that recipients will easily know who sent each email blast. Plus, you can tailor each profile in your list of contacts to reflect the personal information of each client or contact- and then set automatic emails for each person as a reminder of upcoming court dates, document filing deadlines, appointments, and more.
For busy lawyers, email marketing campaign management does not have to be a time-consuming, complex, and expensive proposition. Each campaign can be set up in just moments, with easy, user-friendly email marketing software. You can decide whether you want to handle the management of your email contact list yourself or if you want to entrust your email marketing campaigns to a part-timer, paralegal, or office manager. There is no special training required, so you can take control or step back from the day-to-day management of your email marketing campaigns. The choice is yours!
For many professions, the answer to promotional questions is email marketing. Lawyers, in particular, can thrive with a successful and consistently managed email marketing campaign. Whether you’re looking for new clients or keeping in touch with existing clients, email marketing campaigns for lawyer’s offices are a great idea!
Dan Forootan is the President of EZ Publishing. The firm specializes in helping businesses harness the power of the Internet for marketing and to automate business processes. In addition to custom web applications, EZ Publishing offers permission-based email marketing via StreamSend, a leading provider of easy, affordable and dependable email marketing software for creating, sending and tracking email newsletter and other campaigns.
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