Most law firms understand the importance of email in their overall digital marketing strategy. Despite other emerging marketing tactics such as social media, email remains an incredibly effective way to stay front and center and nurture relationships with customers and prospects. While most law firms realize that email is here to stay, unfortunately that doesn’t exactly mean that certain email marketing best practices have taken hold. Segmentation is one of those best practices that can improve your email marketing campaigns exponentially. If your firm is looking for better revenue generation through email marketing programs, try some of these law firm segmentation strategies.
Email Marketing Segmentation Strategies for Law Firms
This is quite intuitive since most law firms practice in certain regions. Filter by zip code to make sure you’re talking to people who can actually do business with you.
2. Customer persona:
If you haven’t created them before, email marketing is a great reason to do so. This will help you tailor campaigns to certain prospects, knowing what motivates them and how your services will help them.
3. Types of businesses:
Does your law firm primarily work with individuals, corporations, or both? If companies, what type? Segment your audience by business type so you can promote your case studies or services to only the right audience.
Even if you’re targeting multiple industries, industry segmentation can help you further personalize emails.
5. Professional function:
If you work primarily with businesses, there are likely certain roles you interact with more than others, and the type of engagement can change depending on who you’re dealing with. A CEO is probably interested in different blog topics than a CFO, for example.
6. Level of education:
This could be based on degrees or level of education. You can see trends in the services people need based on education levels, and you can create emails accordingly.
7. Level of seniority:
Similar to job function, seniority within an organization likely makes a difference in what individuals are looking for. A vice president of a company will have different legal needs than the chairman of the board of directors, for example.
8. Previous services:
If someone has worked with you before, use this information to pursue a relationship or sell them other services. Identify additional engagement opportunities and reach out to your list.
9. Service interests:
You can figure out what people are most interested in and then market to them based on that information. Consider reviewing past engagements or sending a survey to your database.
10. Engagement frequency:
Do you have certain clients who regularly work with you? You can put these people in their own campaign that is different from an introductory series for new customers, for example.
11. Content Topic:
As you post content, you’ll eventually notice that certain topics resonate more than others – and it can depend on the individual. Track what people click and set up campaigns to email them adding more value to the topic (you can set up an auto nurture campaign around this if you have the right tools).
12. Content format:
Just like content topics, some people will be more attracted to certain types of content – for example, a checklist versus a white paper. Create programs that share more content mediums that people have shown interest in.
13. Level of interest:
Each person who comes into contact with your business is at a different stage of their customer journey. For example, someone who registered for a webinar but did not attend shows a different level of interest than someone who stayed on the webinar for the entire program and then downloaded the recording. .
14. A change in level of commitment:
If you track activity, you’ll see trends where people are showing more or less interest in your content. Pay attention to this and deal with it. For example, if you notice someone clicks your emails less, send one to ask if they want to see different information.
15. Email Provider:
Different email providers can say certain things about your customers. For example, you can develop more sophisticated and responsive designs for Gmail clients, including embedded videos.
16. Referring Clients:
Word of mouth is essential for law firms, and the people who refer you new cases are your biggest advocates. Send them emails discussing referral programs, encouraging reviews, etc.
17. Abandonment of the form:
If someone came to a form and started filling it out, you can assume there was at least some level of interest. Send emails encouraging individuals to take the next logical step and finish what they started.
18. Webinar participants:
Remember, one of the main reasons attorneys host webinars is to generate referral sources, leads, and potential new clients. To do this, you need to continue the conversation. Set up a drip email campaign for attendees and even send out a survey asking if they are interested in future topics.
Web page views can be a good indicator of areas of interest. Experiment with lead nurturing campaigns based on what parts of your business website people have visited.
To learn more about analytics, watch this webinar: What is marketing automation and how can it benefit your business?
20. Clicks on calls to action:
Understanding what kind of call-to-action can help you create better messaging language. Are recipients more likely to respond to “act now!” » content offers or downloads? Addressing these click habits will help you segment your listings and better tailor future offers.
Email marketing is still an incredibly effective way for law firms to reach new clients and nurture relationships with current clients. The more effort you put into your law firm’s email strategies, the better your results will be. However, segmentation strategies for law firms cannot be a one-size-fits-all approach. Use these tactics to slice and dice your database for more impactful targeted campaigns.
If you need help with your law firm’s email marketing strategy, contact us today. We can streamline and automate your processes and help you increase your email subscriber size and loyalty.
This post has been edited and reposted as of July 16, 2020.