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February 6, 2012 | Author admin

You’ve Got Mail: Email Marketing Tips for Lawyers

“You’ve got mail.” When you hear these words you either think of a sappy love story between Meg Ryan and Tom Hanks, or it brings you back to the early AOL days in the 90′s when you’d log on and hear those magic words. Remember how excited you felt to check your inbox to see which of your friends, family, or colleagues had written you an electronic mail message before inboxes were filled with spam and unwanted solicitations?

It’s time to bring that feeling back. Sure, as a lawyer you’re soliciting your services, but create content that’s worth reading that someone will be excited to receive and share.

If you’re sending an email to past clients remember:

The recipients know you’re a lawyer; they know what you specialize in. Simply sending them and email explaining that you offer great rates and specialize in personal injury will give your email a one way ticket to the trashcan.

Instead, provide them with useful information – new laws in their area, changes in laws, etc.

Connect with them on a personal level.

Email marketing is one platform you can always depend on – others (Twitter, Facebook) may eventually experience a rise and fall in membership and popularity. You know your target market can always be reached through email; it is a long term marketing tool.

To begin:

Build email lists.

Your message cannot be the same to everyone receiving your emails. Some recipients may be past clients, some may be companies that seek legal council from your firm, and some may be connections made through networking but have not yet used your services.

Create custom emails (with relevant content) that appeal to each group.

After you have created an email that appeals to each individual group, use a service such as Listrak that will allow you to maintain email lists and ensure the correct message is reaching the correct group.

Publicize that you do send out emails.

Encourage people that follow and visit your social media sites and website to sign up to receive the emails. Creating a custom Facebook landing page with an embedded newsletter sign up is an effective way to obtain more email recipients.

Visit next week for “You’ve Got Mail” Part 2 – The Reasons Your Emails Aren’t Reaching the Inbox.

About the Author

The Net Impact, a full service Internet marketing and web design company, is a division of Unidev. Since 1997, The Net Impact has been a web development leader empowering clients with highly creative search engine friendly websites.

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