Law firms are facing many of the same challenges a small business or consultant faces. There is more competition and it is more difficult to practice law AND go out and find new clients. Clients seem to be harder to win as they do more comparison shopping and seek out more value from their vendors.

We already know from enough studies that email marketing is one of the most effective marketing channels out there but it’s one area I see lacking in many small law firms. From our experience one obstacle that prevents law firms from using this channel is the fear of annoying their current clients with too frequent emails. It’s not a strong enough reason not to use the powerful tool.

Here’s three key ingredients to making email marketing work for your law practice.

1. Get all email addresses and get them now. Here’s a question. How many clients have you done business with in the past five years? Do you have the current email address for each of them? If not, why not? How many people have you met in the past five years that you told you were a lawyer? Do you have THEIR email addresses? You should start right now by putting every new contact you meet on an email list. Try this question. “Do you mind if I put you on my email list?” Most people will say yes.

You’re missing an opportunity by not maximizing this marketing method.

2. Offer guidelines and helpful information. These people, that are on your client and potential client list, will be receptive to hearing from you if you send them helpful information. Don’t give legal advice of course but remind them them 3 reasons to have a living will, point out why Trademarks and Patents are important, or show them where they might be facing liabilities. Send something relevant. Don’t tell them about you. They just won’t be interested.

3. Send the right level of frequency. It might seem like a good practice to send one great-looking newsletter each month. It isn’t. Instead send two or three short one-topic emails with information your reader can read and file (or delete). Your clients or prospects will come to appreciate your helpful nature and your respect for their time.

By doing this you’ll be sending a gentle reminder of who you are such that your name and contact information will be easy to find when the DO need legal counsel four months from now.

Get on it.

Learn proven email marketing services by ZinMarketing to help your law firm grow and prosper. Make sure you read their insightful email marketing blog with winning email marketing tips and tactics.

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