Email is Dead? Long Live Email Marketing with Jim Hacking

Are you thinking about focusing on email marketing for your firm? In this episode of the Maximum Lawyer Podcast, Jim provides practical tips for effective email marketing within a law firm. 

In order to do email marketing, you need to be dedicated and committed. This is because email marketing usually entails sending planned mass emails to people depending on what is in your marketing plan. Sending sporadic, random emails to people will not be as effective, so it is important to sit down and plan how email marketing is going to look for your firm. Another aspect of email marketing is building a dedicated email list of people who are already subscribed or have connected with your firm.

Jim outlines the difference between leading and lagging indicators. Leading indicators are what you can control and what you can do to get more subscribers or clients. For example, if you are wanting to dedicate your time to email marketing, focus on sending out dedicated content. Make a plan to send out 3 emails to your email list each week for a year. Lagging indicators are things that you can’t control. This can be losing subscribers or clients as you are dedicating yourself to sending out 3 emails a week.

Planning content ahead is crucial to ensure you do not fall behind. It is important to plan for email launches weeks in advance to ensure everything in your email is covered. Writing an email the day it is to be launched is one of the worst things you can do when email marketing. Make a plan ahead of time!

Jim also talks about the importance of having a call to action for those who are reading your emails. This provides people with things to do. An example can be inviting people to join a Facebook group or to sign up for an upcoming webinar. This connects those on your email list with other platforms and brings more subscribers or watchers to those platforms.

Another important aspect of email marketing is using branded and unbranded emails. Branded emails will have your logo and name of your firm, while unbranded will not. There are reasons to use both which can make email marketing effective. It is good to use branded emails for the sporadic, blow horn emails. Unbranded emails are more effective as they are short, personal and usually ask for a reply. You can even respond to these replies using a template, especially if you are getting the same response from different people.

List segmentation is another great aspect of email marketing. Using email providers like Mailchimp allow you to segment your emails based on a topic. For example, if you get a bunch of people asking about citizenship or the process of getting citizenship, you can segment your list to where you can send these people all types of information only on citizenship. As a lawyer, this will allow you to help solve a specific problem.

Listen in to learn more on how to do effective email marketing.

1:10 The importance of making a decision to do email marketing

10:41 The significance of including a call to action at the bottom of an email

11:37 The effectiveness of unbranded emails that are short and personal

🎥 Watch the full video on YouTube here. 

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