You may have heard that the probability of selling to an existing client is 60 to 70% while the probability of selling to a new prospect is only 5 to 20%. You may have also heard that the cost of acquiring a new client is estimated to be five times the cost of retaining current clients.
The conclusion is obvious: you should focus most of your marketing efforts on current and former clients.
They can provide you with repeat business and referrals, send traffic to your website, provide testimonials and reviews, promote your content and events, and otherwise help your practice grow.
Question: other than to report on a legal matter, when was the last time you communicated with your clients and former clients?
N’uff said.
Of course the best way to stay in touch is via email. According to surveys, 80% of businesses rely on email for customer retention.
Smart lawyers should do the same.
Email allows you to stay in touch with clients and prospects, build or strengthen relationships, and persuade people to make an appointment or tell their friends about you.  It is the easiest, cheapest, and most effective marketing tool available.
Anyway, I’m not your daddy, but if I was, I’d tell you to wake up and smell the coffee. If you don’t have an email list (and by that I mean an autoresponder that allows people to sign up from your website and allows you to send automated emails and newsletters), you’re missing the boat.
If you do have an email list, color me impressed. But are you using it effectively? Or are you leaving money on the digital table.
If you want to learn my wicked ways for using email to grow your practice, start with this.
