Today, email marketing has become an essential part of promoting content in the digital world. This statement is supported by the fact that 44% of users prefer companies communicating their promotions through emails over social media. In addition, email marketing delivers the highest ROI as per the State of Email Marketing by Industry report of Jan 2016 by GetResponse. Thus, by using email marketing for your legal brand, you can be assured of generating multiple leads. However, it is not easy to do so. You need to craft your email campaign in such a manner that it helps in improving email marketing response. This means the person should respond to your promotional email positively. So how do you increase your email response rate?
As in any case of an ad campaign, your timing plays a critical role. You need to figure out when is the best time to send an email. Put yourself in the reader’s shoes. When do you prefer going through your inbox? When at work, people would rather be opening work related emails and not promotional ones. Also, usually people view the emails early in the morning after waking up or just before going to bed. You should be able to find the right time using your previous data. Using email marketing software like MailChimp, Campaign Monitor or AWeber, you can view data on their analytics dashboard. This data will give you a clear idea about the open rate and the time people open your emails. Thus, you can increase your response rate by optimizing the time you send your promotional legal emails.
Deciding on what time you send your emails may not be sufficient enough for users to open your emails. Once users see your email, the subject line is the first point of contact. Hence, it is important to have a strong subject line that compels the users to open it. Moreover, an appealing subject helps to stand apart from a number of other emails the users receive throughout the day. Your subject line should resemble as if you are personally sending your users an email. The subject line should convey in short what the email is about.
Avoid using words that are unclear or too witty to understand. You have only a few seconds before a reader decides to click on your email or send it to trash. Hence, you rather not waste your user’s time in using complex words or jargons. However, this does not mean that you provide generic information. If your company’s name includes the words such as “legal” or “law”, then it is understood that the email is from a professional legal firm. So avoid using those words and get straight to the point about what you want to convey.
Maintain An Updated List
Another key factor that needs to be considered is the validity of email addresses that you send your messages to. Check whether your emails list contains valid email ids. If there are any undeliverable addresses or your mail bounces repeatedly, then delete them from your list. It makes no sense to send emails to someone who is not even going to receive it. However, if there are valid addresses and people still do not respond to your emails, then include the easy-to-follow unsubscribe instructions with each message you send. You would not waste your time and money unnecessarily on someone who does not bother to read your legal emails.
Maintaining an updated list may not guarantee you 100% open rates but it will certainly help you improve your response to a greater extent.
Instead of delivering your emails in the primary inbox or promotional folder, they may be sent to the spam folder. If this is the case, then it is a complete waste of your campaign efforts. Many businesses neglect to follow rules that prevent spam triggers. Ensure that your emails are in compliance by having all system generated emails crafted with a physical address of your legal brand and also the unsubscribe details that can be found easily. Also, be careful that all CAPS, excessive punctuation, and repeated phrases are avoided. Follow this 10 point checklist to prevent your legal emails from getting listed as spam.
Know Your Audience
When it comes to your content, it is critical to know who your audience is. You cannot have the same emails crafted for different groups of people. With the help of email software and tools, you can setup multiple email campaigns for different target groups. So if you want to focus on corporate law, then your target audience would include working professionals or people such as CXOs, top and middle-level management. Similarly, for domestic laws, the person can be any individual irrespective if they are working or not. Based on your audience, the language and tone of your emails need to be customized. For professionals, you may have a more professional writing and use of figures to indicate your credibility as an effective legal brand. Likewise, you may provide simple and short case studies to your general audience in order to help them understand better.
Keep a Specific Call to Action
For any email marketing campaign, you need to have a specific objective in mind. It may include generating 1000 subscribers for your newsletters, 100 appointments for your legal consultancy service, and such. Now in order to achieve these objectives, you need to have a call to action for your audience at the end of your email. How can you compel a call to action? The answer lies in providing a call to action button. Call to action buttons compel your readers to act once they have read your email. A call to action can include sharing your content with others through social media icons, clicking on a link that takes them to your landing page, providing their details and services they are looking for or directly contacting back to your legal brand.
Keep your call to action buttons clearly visible in your emails. Let it be short and direct. For example, “Click here for a free consultancy for an hour” or “Click here for more information.”
Be Short and Quick
With exposure to so much information over the web, the attention span of readers has reduced. As a result, you have very little time to impress the readers with your content. Therefore, keep your email short and easy to read just like your subject line. If you need to provide more information, then provide a link instead.
The most important information should be given at the start of the email. Talk about your service and how you can help the person – and not about your legal brand, that can come in the end. Make sure you do provide contact details and also your location. The location is important because if a user does not reside in your place of operation, then he would not be interested in your service and hence, would not click through your email. Thus, you do not waste a click. Try using statistical data or infographics to explain your content in a short and clear manner.
Now that you are aware of what needs to be done, incorporate these tips in your emails. Apart from these tips, other elements of your email marketing such as colors, personalized emails, and use of images are equally important in improving email marketing response. As mentioned before, email marketing is not an easy task and it requires a dedicated team to create an email marketing strategy and to implement it effectively. If you do not have sufficient resources to conduct an email marketing campaign, then it is suggested you take help of a professional firm. The professional firm will ensure smooth working of your email campaign and also improve your email response rate.
Ali Salman is an online marketing strategist who have worked with Coca-Cola, Extreme Pita, Mucho Burrito, KIA, Honda and other Fortune 500 companies. Ali Salman now heads Rapid Boost Marketing - Canada's fastest growing search marketing agency. RBM clients include Fortune 500's and medium size businesses across North America. Ali as RBM CMO leads his team in building and managing quality, high-performing and cost-effective interactive campaigns and programs for our company's customers and partners. In his career, he has significantly improved campaign performance for large brands such as Government of Alberta, Liberal Party, Workopolis, Cathay Pacific, as well as medium to large retailers and high-tech B2B-enterprise niches.
Ali and his team develop online promotional concepts that spark viral growth through search and social media for RBM clients, devising strategies that use search engines and more to reach key demographic segments in the ways they're most likely to be receptive. Ali Salman also oversees corporate marketing initiatives for Rapid Boost Marketing, including strategic communications counsel, public and analyst relations and client education programming.
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