Law firms do so much to attract new clients but often do little to communicate and market to the clients they already have. There is nothing worse than losing a client or referral because they didn't know you offered a service or forgot your name.

Maintaining light but meaningful contact by email is a terrific way to stay top-of-mind with clients and referral sources. We help law firms design email marketing campaigns. We can draft the email content, develop a design for the emails, send the messages and analyze delivery reports.

There are two main ways that law firms use email campaigns to their benefit.

Traditional Email Campaigns

When a law firm sends out a newsletter, new partner announcement, practice area addition, change in the law or other update this is a traditional email campaign. It is a message sent to a large group of recipients all at once. The firm can control whether the message goes to all subscribers or just a subset.

People receive a lot of email, so it's important to be judicious with a system like this. Never-the-less, it is an affordable and fast way to reach clients and referral sources with important information.

Drip Campaigns

Drip campaigns are emails sent to subscribers one at a time, based on some date or characteristic of that person. Here are some examples of drip emails.

  • A business law firm sends clients annual "happy anniversary" emails based on the formation date of the client's business.
  • A bankruptcy firm sends emails about handling collection calls and rebuilding financial security starting on the date the client's bankruptcy was finalized.
  • An estate planning firm sends annual check-up reminders to clients on the anniversary of their estate plan execution.
  • A family law firm sends reminders to update beneficiary information in the months following a divorce.

As you can see, drip email campaigns contain template messages scheduled for delivery based on a specific client event. In the months and years following events like divorce, bankruptcy, estate plan creation and business formation, drip campaigns can automate timely communications with clients. This helps a law firm stay in touch with clients, generates follow-up work and encourages referrals.

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