Table of Content

• Keep Your Branding Consistent
• Make sure a newsletter is being sent out monthly
• Make use of automation where it’s possible
• Keep It Brief
• Make an effort to make it unique
• Make the most of your subject line and preview text
• Unwanted Email is SPAM
• Make Sure the Most Important Details and Calls to Action Are Above the Fold
• Keep the Code Clean
• Perform Multiple Evaluations
• Track the Success of Your Email Campaigns and Create Reports

Keep Your Branding Consistent

Use a unified colour scheme and a consistent tone of voice to reinforce your brand identity. Be consistent with your email design, including the placement of your logo, the fonts used, the size of the text, and the colours used.

Make sure a newsletter is being sent out monthly

The goal of your law firm’s newsletter should be to maintain your readers’ awareness of your practice. A monthly newsletter is the bare minimum. Sending out a newsletter once a week should yield even better results if you can come up with enough relevant content to fill it.

Make use of automation where it’s possible

Newsletters and one-off campaigns will always have a place in email marketing, but the most forward-thinking law firms are implementing automated email campaigns that are triggered by the user’s behaviour. Take a look at these 8 marketing automation emails, such as a welcome email for newsletter signups, which your law firm can set up quickly and easily.

Keep It Brief

Keep in mind that the goal is to keep visitors coming back to your site. Nobody will read your email in its entirety if they click on the link only to be met with a wall of text, no matter how intriguing the subject line. Attempt to entice readers to return to your site by offering quick, useful, and interesting tidbits of information. In other words, your newsletter shouldn’t be a novella but rather a digest.

Make an effort to make it unique

It stands to reason that sending emails at the right time and to the right people will yield the best results. Instead of simply addressing the recipient by name, email content should also be personalised based on the reader’s expressed interests. Sending content that is useful to your readers is an important part of email marketing for law firms. An important suggestion is to include a drop-down menu on your “subscribe” form where users can choose specific informational interests.

Make the most of your subject line and preview text

You are aware that the subject line is the initial impression made on your readers. Use the same methods to create a preview of the email’s content to give them an idea of what’s inside. To get your message read, your subject line should capture the reader’s attention and convey a sense of urgency.

Unwanted Email is SPAM

Having messages get caught in a spam filter is one of the worst possible outcomes of using an email client. Because of that, your entire inbox may be quarantined. If you want to avoid having your emails marked as spam, avoid using the following words in the subject line. You should also include an active unsubscribe link, a real address, and a reminder about permission and privacy.

Make Sure the Most Important Details and Calls to Action Are Above the Fold

You need to avoid fluff and get to the point in your email marketing. At the beginning of the email, you should outline the email’s main value proposition or message. It’s also important to signal to users what they should do immediately, rather than making them scroll around aimlessly. You can always add more information lower down, but encouraging people to take the next step should be a priority.

Keep the Code Clean

Perhaps you won’t have to give it much thought if you’re using a plug-and-play email solution. But if you’re making your own emails from scratch or using outdated templates, you should get rid of any unnecessary tables or rows and make sure padding is set to 0. Most email services will remove JavaScript if you use it, so don’t bother.

Perform Multiple Evaluations

In doing so, you will discover what works best for you. Subject lines, headers, CTAs, design, copy, segmentation, day of the week, time of day, and pretty much every other aspect of your email programme can be subjected to split-testing using an A/B split. As you begin to see positive outcomes, you can begin to track your “winners” and refine your approach for future emails.

Track the Success of Your Email Campaigns and Create Reports

You need to keep tabs on your email marketing to see if it’s producing results. Once you’ve settled on a set of KPIs, you can pull reports after each send to compare results over time. On Mondays, you should compile a detailed report on how well your emails performed the previous week. If you use Hubspot or another email marketing platform, you can track the performance of each email campaign and make educated decisions about how to proceed.