When you want to obtain new clients for your law firm, you will need to nurture them as best that you can. Building a relationship with these key leads and ushering them through your sales process will help you turn them into fully-fledged clients. There are many ways that you can do this. However, in this blog I am focusing on email.

A lead nurturing email is an effective way to entice your potential clients to engage with your firm and to want to know more about what you can offer. However, to have this impact from your emails, you will need to make sure that you create an email that is going to work in the way you want it to.   

Here are the key strategies to keep in mind when creating email marketing for your law firm to ensure that this happens.   

You want to focus on one topic per email  

One big mistake that you can make with a nurturing email is that you try to cram too much into one email. Instead of spreading your email over a range of subjects and topics, you need to think about one key topic. In particular, one that is closely tied to the topic that you originally sent out and garnered their interest.  

Another thing to think about when it comes to nurturing emails is that it should tie into set stages of the sales funnel that the person or people you are emailing are currently in. You want to be able to give them the answers to the questions that they are likely to have at this particular part of the process.   

You should avoid both the idea of sending too much information which can overwhelm the recipient and sending information that is going to be relevant further up the sales funnel, which doesn’t relate to where they are at right now.   

Think about how your email flows through the process  

The email you send out should relate to the stage of the process they are currently in. It should be designed to make it as easy as possible for them to move on to the next sales step. The first email you send will provide your reader with helpful information that will help convert them into clients in the long term.   

As they move forward through the process, you will want to send out emails that give them as much chance to interact with you and take action on your services. This could be a request to register for a webinar that you are running.   

It should offer insights into your law firm expertise   

One of the main things that you should keep in mind when it comes to lead nurturing emails is that they should be able to showcase what makes you an expert. The best way to think about these emails is that they are somewhat of a “mini-blog”.   

You want to focus on sharing information that will generate interest in what you can do and what your leads will find helpful. Not only this, but you want to ensure that your communication will show you as an expert. Someone who the reader is going to want to speak to in the future when they need your legal services.   

Be short and sweet  

You want the emails that you send out to be as concise as possible. The person reading the email must be able to discern what you are trying to say within a few seconds. Else they are likely to become bored and not want to read on.   

Whilst you want your emails to be eye-catching, you don’t want them to be so packed full of information that the person on the other end is overwhelmed. Busy graphics, lots of links to content that is not related to what you are trying to say, or too many calls-to-action will confuse the person who is reading it. You should never be frightened of sending a wordier email when the need arises, but it should still offer the same connection as a shorter email.   

Be personal  

To appeal to your target audience, you need to think about personalising your emails as much as you can. Use the knowledge of the groups you are sending your emails out to, ensuring that your interactions will be as personal to them as possible.   

If you don’t have this information, then now is the time to make sure that you find a way to obtain it and use it to your advantage.   

Check how your emails are performing for your law firm  

To ensure that your marketing efforts have the impact that you want them to, you will need to check how they are performing. You need to test the campaign you are currently running and then interpret the results to see how well they are doing.   

Also try something known as A/B testing, which is when you create different emails, such as emails with other subjects, additional content or sent out at different times of the day. You need to see which of these emails have the best click-through rate or those being unsubscribed. Doing this will show you where you may be going wrong or what you are doing right.   

Always stay true to your law firm brand  

You should never forget when it comes to writing marketing emails for your law firm that you need to be true to your brand. No matter how big or small you are, every single firm is going to have a personality and a voice. One that appeals to your clients and makes you their go-to. 

This means that whatever it is that you are sending out, you need to make sure that it will be true to your brand.   

Follow the template for a successful email  

How you create your email is also essential for nurturing those leads the best that you can. You want to make sure that all the key points are included within the content. These include:   

• Personalise the greeting and the subject line  
• Always address specific key points   
• Always include social proof or testimonials   
• Try to provide statistics   
• Have a CTA  
• Ensure that your unsubscribe button is easy to see  
• Follow up the performance of the emails that you send out to learn from them   

As you can see, there is plenty to think about when it comes to creating a marketing email that will perform as it should for your law firm. It is essential to try your best with everything that you send out, as it will help you increase interest in what you can do and bring in even more leads and potential clients for the future. 

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

7 sweet things you need to know about email marketing for your B2B business

Email Marketing Basics

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.