Email Marketing White Paper - LeadRival

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WHAT ISEMAIL MARKETING?Email has stayed strong through the rise and fall of manyinternet trends. With the constant changes in social mediaalgorithms, email has always allowed for people to interactwith each other and with the brands they know and love.Email marketing is a category of direct marketing that has asteady ROI for delivering messages. According to CampaignMonitor, “email marketing yields an average 3,800% returnon investment for businesses.” No other advertising channelcan offer those results for a marketing budget.Email marketing has changed in the past few years to be anevolved form of two-way communication. Instead ofinteracting without a purpose, companies are nowencouraged to email with relationship building and customerloyalty in mind.Use email marketing to benefit your firm by helping yourleads understand who you are and where your firm standsin the community. By going in with a set purpose, you canraise awareness without scaring people away. This tactic isknown as the KLT (Know, Like, Trust) factor.Keep this in mind when determining which (if not all) typesof email marketing you should start out with for your firm.

THREE TYPES OFEMAIL MARKETINGThere are many ways that you can use email marketing topromote yourself and your firm, but we’ll be focusing on thetop 3 for firms to use.ONE-OFF EMAILSSend emails with information to interact with clients.NEWSLETTERSSend a monthly or quarterly email filled with relevantinformation.DRIP CAMPAIGNSSet up reccuring emails to funnel your prospects frombeginning to end.

#1ONE-OFF EMAILSSome attorneys might believe that email marketing issending an email to someone without an end goal.One-off emails are different in the way that they are meantto streamline your process for signing up new clients.It’s always a good starting point to create email templatesthat you can easily fill out in a moments notice. Whether youare following up with a prospect after a successful call orafter you left a voicemail, reconnecting with a prospect thatyou met in person, or even a referral request template;email marketing can make your life easier.Creating personal one-off emails is important for buildingtrust and respect within a firm.If you have recently signed up a client, consider sendingthem a welcome email with any forms they might need to fillout or read over.For larger clients, consider remembering birthdays oranniversaries for your point of contact. You can also sendout emails that suggest other practice areas that arerelevant to them.You can also email about giveaways, surveys or anythingelse that you might feel is relevant to your client.

#2NEWSLETTERSCreating a regularly scheduled newsletter for your firm is agreat way to stay fresh in your client’s mind. It can help youinform the public about: new changes in laws (local, federal) new additions to your legal team major events or local appearances special offers or downloadable content useful articles that relate to your practice areasBy providing information that people want to read about, youwill become a point of contact as an industry expert in yourarea. This will require an email marketing software to saveyou time and effort to set up each time.Don’t forget that your leads and clients aren’t lawyers, soyou’ll need to write in plain English to make informationeasier to understand.Also, avoid direct selling in your newsletters unless you areoffering a new practice area or free consultations. Peopleare more responsive to lawyers that choose to educate. Ifyou’d still like to direct leads to your website, link a usefulblog with a call to action for more conversions.

#3DRIP CAMPAIGNSSetting up drip campaigns for your email list istime-consuming, but can be very beneficial if your firm isregularly creating content and seeking referral sources.For example, if someone is looking for an attorney butdoesn’t sign up with you right away, you can add them to adrip campaign that funnels them through the sales process.You can use the same tactics that are planned for in yournewsletter, but it will be tweaked to offer prospects variouscontent depending on their stage of interest.Planning a drip campaign is easy once you create contentthat nurtures every stage of a typical sales funnel:EARLY (EDUCATIONAL/AWARENESS) Answers about firm, downloadable resources,educational content, client data, testimonials,MIDDLE (EVALUATION/DATA) Q&A live streams, case study, sample case, informational videosSALES (SIGN UP/CLOSING) Free consultations, case estimates, referral offers, event invites

HOW TO STARTEMAIL MARKETINGStart off by putting together an email list of all prospects andclients to import into an email marketing software. You canalso offer an email sign up form on your website or inexchange for downloadable content (like an ebook) to allowpeople to opt-in on their own.For firms starting out, MailChimp is an affordable and easyplace to begin email marketing. You can create listsegmentations, learn the drag-and-drop interface, and sendan email in no time at all. After everything is set up, considerwhat you’d like inside the emails. Their free plan offers: Send up to 12,000 emails to 2,000 or fewer subscribers per month Marketing automation features enable automatic emails based onbehaviors and interests Sign-up forms integrate with platforms like Facebook and WordPress Free templates help you save on email design costs Free reporting includes mobile device email usageWe suggest sending news about laws that affect yourclients, vague case details from a recent victory, yourawards or press coverage, links to your blog posts orcontent, or even a testimonial.

FINAL TIPS FOREMAIL MARKETINGEmail marketing isn’t something that is perfected overnight,but here are multiple tips that will help you get started: Segment your lists by the 3 types of email marketing. With HTML emails, always add call to action buttons withHTML or CSS to avoid email clients hiding images. Most emails are opened on phones, so make sure youremails are mobile optimized. Keep headline font sizes at 30 px , body copy font sizes at16 px, and NEVER go below 13 px! Make sure your CTA buttons are 44 px by 44 px or higher.(A good rule of thumb is to make it the size of your thumb) Send emails with subject lines that are shorter than 60characters long and packed with relevant keywords- action keywords (ie: win, enjoy, claim)- sales keywords (ie: voucher, offer, worth, available)- fear of missing out keywords (ie: limited, few)- personalization keywords: (local, their name, state) Use pictures and brand colors that are relevant to youremail and consider using GIFs to catch the viewer’s eye

Email marketing is a category of direct marketing that has a steady ROI for delivering messages. According to Campaign Monitor, "email marketing yields an average 3,800% return on investment for businesses." No other advertising channel can offer those results for a marketing budget. Email marketing has changed in the past few years to be an

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CURRICULUM VITAE : ANN SUTHERLAND HARRIS EDUCATION B.A. Honors (First Class) University of London, Courtauld Institute 1961 European art and architecture, 1250-1700 PhD. University of London, Courtauld Institute 1965 Dissertation title: Andrea Sacchi, 1599-1661 EMPLOYMENT 1964-5 Assistant Lecturer, Art Dept., University of Leeds. 1965-6 Assistant Lecturer, Barnard and Columbia College. 1965-71 .