Since its inception, email has played a pivotal role in business marketing. Email remains one of the most efficient marketing channels despite the development of more sophisticated tools and the refinement of best practices for their use. As a result of that development, strategies that were effective five years ago are ineffective today. Prospects are more adept at ignoring irrelevant emails and there is more background noise than ever before. As a result, more and more emails are being deleted without ever being opened. The email marketing campaigns for your law firm could use some life and energy, and here are a few things you can do right now to give them that.

• Make it mobile-friendly
• Increase the number of options to opt-in
• Pay close attention to the preview text
• Know how to write an effective subject line
• Attempt a Re-Engagement Campaign
• Carefully select your visuals

Make it mobile-friendly

As of now, mobile devices are used to open 81% of all emails. There is no excuse for email layouts that don’t accommodate mobile devices in today’s connected world. Most people now use their mobile devices rather than desktop computers to check their email. If you want your emails to look good on any device, regardless of its screen size, use a responsive design. Don’t forget what we said earlier about images; they can cause your email to take longer to load than it already will. Make sure that your email looks good on mobile devices before sending it out by previewing it on one.

Increase the number of options to opt-in

Your law firm’s email marketing list can always use more subscribers, so keep thinking of creative ways to get them. A larger (quality) list will perform better in a numbers game, but this won’t necessarily increase the number of times your emails are opened. In addition, current regulations state that only people who have opted in to receiving your email should get them, so providing more opportunities for people to do so helps maintain a clean list.

Pay close attention to the preview text

This is the excerpt from your email’s body that will appear below the subject line. Almost every email includes “View this email in a web browser” or a similar line, but it’s crucial to make sure that this text is optimized. Minimize this section to less than 90 characters by either writing another attention-grabbing headline or writing a very brief summary of what is in the email (why should anyone bother to open it?). Make use of timely language and pertinent keywords, but don’t just recycle your subject line.

Know how to write an effective subject line

The subject line of your email is the first thing that people will see, and it can determine whether or not they open your message. Keep in mind that email subject lines are limited to 55 characters before being truncated (even less for mobile). Keep the most important details near the beginning of the subject line. Use the subject line to convey the email’s value proposition. Why would anyone want to download this thing? Why should I care about the contents of this email? In only 30-55 characters, you must convey your solution and why it is the best option.

Attempt a Re-Engagement Campaign

Get a list of people who haven’t interacted with your company in a while using your email tools. Look at these trails that have gone cold. Send them messages that start with “It’s been a while,” in an effort to win them back. Include recent blog posts or webinar recordings to show them what they have been missing. Keep in mind that even if only one lead comes back to you, the campaign was successful.

Carefully select your visuals

Adding visual interest and increasing the likelihood that an email will be read is challenging thanks to the fact that some email providers block graphics. Simplified, plain-text email design has become popular in recent years. Always have accompanying text ready if you plan on using an image. If there is text in an image, you must create new text that exactly matches it. In the same vein, low-resolution images are preferred. They take more time to load than regular images, which can be an issue on mobile devices or with slower connections. That’s annoying, and it may prompt an immediate delete.