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ROE - Return on Email: Email Marketing for Law Firms

ROE - Return on Email: Email Marketing for Law Firms






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    ROE - Return on Email: Email Marketing for Law Firms ROE - Return on Email: Email Marketing for Law Firms Presentation Transcript

    • ROE – Return on Email:Email marketing for law firms
    • Why email is the killer app forrelationship-based businessesYou can develop a personalized, targeteddialogue with your clientsClients give you permissionIt is inexpensive and easy (great ROI) Use email to nurture, convert, grow and retainclients
    • Our goal as law firm marketers is tonurture relationships Loyal Strangers Friends Customers CustomersEmail can do this!Advertising, search, directories can’t do this!
    • The email that changed my viewof my law firmChange to visa law for engineers during thehigh-tech boom – immediate action needed!Relevant Changed perceptionsHigh-value “They’re looking out for me”Immediate action “They are delivering value”
    • 4 ways to improve your email tomorrow1. Identify topics that deliver response2. Have a communications plan3. Personalize and target4. Design for results
    • 1. Identify topics that deliver responseNews: “The law changed and you need to act now”Relationship: “Let us introduce you people thatcan help your business”Expertise: “Let us teach you something to helpyou run your business”
    • Madrid ProtocolThis marketing programdrove over $200,000 inrevenue- No fancy technology- Emails werepersonalized- No fancy “creative”- Part of larger program- High value topic- Urgent action needed- Short- Links to firm website
    • 2. Have a communications planEmail is part of a communication plan thatincludesWeb, Telephone, Articles, Memos, etc.What is the goal of the email?What is the follow up plan?Track performance by setting up an “area oflaw” number
    • 409A ComplianceThis marketing programdrove over $550,000 inrevenue- Campaign included emails, memos, calls- High value issue- Urgent action needed
    • 3. Personalize and targetAsk your clients what they wantIrrelevant email will train clients not to openthemCreate a “Preferences Center” on yourwebsiteDon’t be afraid to cleanup your lists Value quality over quantity
    • 3. Personalize and target Opt In Email -This email got a >20% response rate - Clients signed up for 300 new publications  We gained much more than we lost!
    • 4. Design for resultsTrackbounces, opens, clicks, forwards, unsubscribesDo A/B tests to see what design gets results Test: Sender, Subject, Design, Call to action, List segmentationThrow away your templates You may need to fire your design department and your email vendor too!
    • Design for the message pane- Who is the message from?- Convey your message in 35-45 characters Step 1 is getting them to open the email
    • Design for the preview pane- Text headline for main message- Logo in upper left- Use color/graphics to highlight call to action- Readable type size- Create a separate text version
    • Learn moreBooks: Online: Email Marketing By – EmailExperience.org The Numbers – MarketingSherpa.com Chris Baggott – BtoBonline.com Permission Marketing – ClickZ.com Seth Godin – MediaPost.com – eMarketer.com Don’t Make Me Think Steve Krug