Email Marketing for Lawyers 101: Email Workflow Tips

Once you have the software and lists set up, you will need to think about doing the actual work of creating the email campaigns. Here is how you are going to tackle all of this.

Plan it out, at least 1 quarter ahead.

The best way to tackle this is to get a look at the big picture. Know what emails you will want to send when. Each of your emails should serve a specific purpose and have a specific goal in mind.

Look at calendar, plan around holidays.

Not only should you have your content planned for the quarter ahead of time, you should consider the dates you want to send your content. Look at a calendar so you know which dates you will want your emails to send. You can make sure to avoid sending regular emails on holidays (when people are less likely to be checking work emails). Or, you may want to send a specific email because of the holidays (e.g. a “Happy New Year” email to your audience).

Write in bulk, if possible.

With planning ahead, writing your emails in bulk can be key to efficiency. Writing emails in bulk, especially if you are doing email sequences, is helpful so you can stay on-theme without losing focus in subsequent emails. Some emails you obviously will not be able to write ahead for (e.g. newsletter emails sharing blog content that is not yet written for your blog; “updates in the law” emails before any updates actually happen). That’s fine. But, if you have several emails that you can write at a time, batch the writing so you can dedicate the time you need to it.

Schedule emails in advance.

Your emails should always be scheduled. You should never be creating and publishing your emails immediately. For one, you should want to have your emails scheduled for a particular time of day (as discussed earlier in this guide) rather than whatever day/time you finished setting up your latest email. Since you want to ensure the most people open and read your email, scheduling for the right time is critical. Don’t just write and fire off your newsletter because you finished it and want it off your plate. You need to be strategic and thoughtful to ensure that the time you spend on that email was worthwhile. Sending an email on a Sunday afternoon just because that’s when you happened to finish setting it up is a sure way to get few opens or clicks. Also, scheduling emails ahead of time ends up causing less stress on your end. You can even batch-schedule many emails in one working session to save time.

Block off campaign review time on your calendar.

One thing many firms don’t do is review their campaigns. What good is all this data, and how are you going to improve your marketing campaigns over time, if you do not look at your previous campaigns’ successes and/or failures? Are your emails getting opened? Are you sending at a good time-of-day? Put some time on your calendar each month to review your email marketing campaigns and see how you’ve done and where you can improve. Email software provides a lot of great data, so make sure to take advantage of it so you can run better campaigns and get better results. There’s no point doing the same thing over and over again to get the same results if they’re not what you’re looking for.

Don’t worry too much about “Too Many Emails”.

You should not worry about feeling like you are “bombarding” your audience with too many emails. People get a lot of emails every day. Chances are, they will not feel annoyed and unsubscribe unless you are literally sending them an email every single day. Seriously. You are probably not sending too many emails. In fact, with regular follow-up emails sent to potential clients, you will likely find that they appreciate the consistent follow-up. The #1 complaint people have about lawyers is non-responsiveness. Sending consistent emails signals to them that you care about their business, that you are attentive, and that you are responsive.

Andrew Cabasso
About the Author: Andrew Cabasso
Andrew Cabasso is an attorney and co-founder of JurisPage, an online marketing agency for law firms, now part of Uptime Legal. Andrew has given many lectures and CLEs on website design and Internet marketing to legal professionals. He is the author of Search Engine Optimization for Lawyers and The Complete Guide to Attorney PPC. Follow Andrew on LinkedIn, Google+, or Twitter.

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