In fact, it’s better than ever. And better than just about any other type of marketing an attorney can do.
It’s better because it lets you communicate directly with past clients, prospective clients, and people who can refer, endorse and recommend you.
You can’t beat the price, the ease of use, or the speed with which email can produce results. A simple click and in a few minutes or a few hours, a new client could sit across from you, filling out paperwork and writing a check.
Why do some people say email marketing doesn’t work? Because they haven’t done it right, or done it at all.
Email doesn’t work when the emails are poorly written, uninteresting, or fail to tell readers what to do next.
Email doesn’t work when sent to people who haven’t heard from the sender in a long time and don’t remember them or never knew them, e.g., spam, and people who don’t need or want legal services or know people who might.
Email doesn’t work if the emails don’t get opened because they lack a compelling subject line.
Email doesn’t work when they don’t give readers a reason to respond or don’t carry a sense of urgency.
Email doesn’t work when emails are sent too frequently, or, more likely, not frequently enough.
And, for a lawyer, email doesn’t work when it lacks professionalism and trustworthiness, e.g., they make the lawyer look silly or desperate.
On the other hand, when done right, email marketing is one of the best kinds of marketing a lawyer can use.
Done right means building an opt-in list, staying in touch with the list, and providing value to your readers.
That’s good news because you can do that without breaking a sweat (or your bank account).
Your email may be brief. You don’t need to write every day. You just need to say enough, and often enough, to stay in the minds and mailboxes of people who can hire or refer you, and give them reasons to do that.
Here’s how to get started:
