roe - return on email: email marketing for law firms
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ROE – Return on Email:Email marketing for law firms
Why email is the killer app for relationship-based businesses
You can develop a personalized, targeted dialogue with your clients
Clients give you permission
It is inexpensive and easy (great ROI)
Use email to nurture, convert, grow and retain clients
Our goal as law firm marketers is to nurture relationships
Email can do this!
Advertising, search, directories can’t do this!
Strangers Friends CustomersLoyal
Customers
The email that changed my view of my law firm
Relevant
High-value
Immediate action
Changed perceptions
“They’re looking out for me”
“They are delivering value”
Change to visa law for engineers during the high-tech boom – immediate action needed!
4 ways to improve your email tomorrow
1. Identify topics that deliver response
2. Have a communications plan
3. Personalize and target
4. Design for results
1. Identify topics that deliver response
News: “The law changed and you need to act now”
Relationship: “Let us introduce you people that can help your business”
Expertise: “Let us teach you something to help you run your business”
Madrid Protocol
This marketing program drove over $200,000 in revenue
- No fancy technology- Emails were personalized- No fancy “creative”- Part of larger program- High value topic- Urgent action needed- Short- Links to firm website
2. Have a communications plan
Email is part of a communication plan that includes Web, Telephone, Articles, Memos, etc.
What is the goal of the email?
What is the follow up plan?
Track performance by setting up an “area of law” number
409A Compliance
This marketing program drove over $550,000 in revenue
- Campaign included emails, memos, calls- High value issue- Urgent action needed
3. Personalize and target
Ask your clients what they want
Irrelevant email will train clients not to open them
Create a “Preferences Center” on your website
Don’t be afraid to cleanup your lists
Value quality over quantity
3. Personalize and targetOpt 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 results
Track bounces, opens, clicks, forwards, unsubscribes
Do A/B tests to see what design gets results
Test: Sender, Subject, Design, Call to action, List segmentation
Throw 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 more
Books:
Email Marketing By The NumbersChris Baggott
Permission Marketing Seth Godin
Don’t Make Me Think Steve Krug
Online:
–EmailExperience.org
–MarketingSherpa.com
–BtoBonline.com
–ClickZ.com
–MediaPost.com
–eMarketer.com