When it comes to marketing, whatever form you decide to take, you are going to want to make sure that the efforts that you put into it payoff. This means that you need to know how to ensure that the marketing approach that you have taken is going to change the leads that you have into fully-fledged clients.  

Whilst it seems to have been around for sometime, email marketing is still an incredibly useful form of marketing, particularly when it comes to legal firms.  

The only thing that you need to keep in mind, is that you need to get it right for it to hit the mark. Not sure where to start when it comes to writing effective legal firm email marketing copy? Here’s some of my top tips that you can try out for yourself.   

Think about the value first  

Of course, you are going to want to make sure that the subject line and initial part of your email are designed to be as eye-catching as possible. However, this should never be to the detriment of the value that it presents.   

People will only read emails if they perceive them as useful for their needs. Therefore, you need to make sure that whatever you put in that subject line it is going to showcase the content in the best way possible.   

Keep it personal  

Research indicates that people are more likely to open, read, and take action on personalised emails than on non-personalised ones. Back in the early days of marketing, the only level of personalisation that could be put in place in emails would be the name of the person receiving that email, however, things have changed over the past few years.   

Now you can personalise an email by mentioning or including any previous interactions that you may have had, or anything else that has been in the past that you may be able to utilise to your benefit.  

Highlight the benefits, not the service of your legal firm 

Whilst a marketing email is just that, an email to market your legal firm and what you can do, that doesn’t mean that you should spend the entire time talking about your services. You need to make sure that the person who is reading sees the benefit of choosing you.   

You want to highlight the value you can provide to them and the advantages your services offer over others. There is always going to be a niche that you feel sets you apart from others out there, so make sure that this is a key part of the email that you send out.   

Always align your legal firm content  

Your emails should have a great flow to them, you should make sure that whatever you put in your subject line flows nicely into what you have in the body of the email, and then that email content should end up perfectly in the Call To Action at the end.   

This flow creates a cohesive “story” that gives the reader a much easier time and can help them to feel motivated to follow the CTA instructions and learn more about what your legal firm can offer them.   

Aim at them not at you  

You should always ensure that your emails target your reader, even down to the language you use. This is why you should write in the second person. Use words like “you” and “yours” when referring to things, rather than “us”.   

We may feel more inclusive like you are a team, but In those initial moments, your reader and your potential client should always feel that they are the focus and target of what you can do for them.   

Avoid waffle  

Any marketing emails that you send out should always be as concise and clear as possible. Most people will scan and read an email that they receive, therefore you are going to want to ensure that those key points are included and they are as obvious as they can be.   

When you write your emails you always want to remind yourself that you need to get to the point. Of course, you don’t want to limit your information or withhold the key points, but there needs to be more of a summary than too much in-depth information.   

If they want to know more about what you can offer, then they can always ask the questions they have.   

Highlight that CTA  

One of the main things that you need to do when it comes to sending out a marketing email is to ensure that your CTA is obvious and also easy to action. After all, this is the main reason why you send out marketing emails in the first place (to get people to respond to them).   

CTAs offer the advantage of not requiring excessive complexity. They can be something as simple as asking them to call or subscribe to the email newsletter. The easier for them to do, then the more chance there is that they will go ahead and do it.   

Keep your email human for your legal firm 

People don’t want to sense that an automated email bot with no emotion has emailed them. This means that you should aim to keep your email as human as you can. As humans, we feel the best connection to other humans, and this means you should try and utilise this when we send out marketing emails.   

Don’t be frightened to use humour or a cheeky side in your emails, not only may this surprise some people, given the nature of what you do as a profession, but it will help the people reading to feel some form of connection to you.   

If you are making the effort to send out marketing emails, then it makes sense that you are going to want them to work for you.   

So, try out these top tips for yourself and you should soon see the benefit of writing amazing emails to send out to your contact list.   

Take a look at some of my other blogs you may be interested in:

The rise of the fractional marketing director – what do and don’t they do?

SEO Strategy for Law Firms

Need help?

If you would like help with your marketing then bringing on a marketing consultant with a fresh pair of eyes can make all the difference. I work with B2B businesses and professional service firms in London, Kent, UK and Europe as well as specialising as a Legal Marketing Consultant. Please get in touch or book a free 30-minute consultation.