Law Firm Email Marketing

Email Marketing

Prospective clients often ask us how we differ from the cheaper email blast services like Constant Contact, and why they should pay more to work with us. In a nutshell:

  • Legal industry expertise (we live and breathe law firm email marketing!)
  • Cutting edge design (no "cookie-cutter" templates!)
  • Optimized deliverability (email marketing is not about sending emails; it's about getting them delivered!)
  • Flexible feature set that evolves with your program (we'll tailor a solution to your needs!)

Download our brochure - Why Use eLawMarketing - for further details on how our "agency" approach to email marketing for lawyers and law firms differentiates us from the cheaper email blast services, and delivers added value to our clients. 

For law firms launching a new HTML email marketing program, we offer a rich set of core features that will meet the needs of most firms. As your email marketing program grows in scope and complexity, we offer upgrades to premium features (generally not available with the cheaper email blast services) that deliver increased ROI, and address enterprise-level challenges related to issues such as deliverability, integration, personalization, and brand management.

To learn more about specific features of our law firm email marketing service, kindly click the links below. 

CORE FEATURES

ADVANCED FEATURES

C1. Email Marketing Strategy (back to top)

As entrepreneurs, we understand that technology must serve the business needs of your company, and not vice versa. Accordingly, before a law firm embarks on an email marketing program, we can help:

  • Identify a firm’s target audiences, and assess the types of email content and frequency that will deliver the highest value to each audience, and promote continued, loyal readership
  • Plan how campaign data will be leveraged to pursue new revenue and other business opportunities
  • Assess how email marketing will integrate with other online marketing initiatives such as websites and blogs
  • Review the business case for various email marketing features from a cost/benefit standpoint

The outcome of our strategic and tactical advice is a roadmap that will guide subsequent design, development, and content decisions. Additionally, after a law firm launches an email marketing program, we remain available on an ongoing basis to help:

  • Review and interpret results
  • Monitor compliance with design and distribution "best practices"
  • Refine email marketing strategies and tactics in light of past results to maximize ROI.

C2. Template Design (back to top)

Using a layout that complies with "best practices," and the right mix of text, graphics, colors, and font styles, our professionals will design and code email templates that:

  • Communicate the company's brand image and business focus
  • Promote loyal readership and high response rates
  • Are optimized for readability and deliverability across multiple email applications and devices
  • Match the look-and-feel of your law firm website for a smooth transition on clickthroughs

We offer a full spectrum of flexible templating options ranging from automated stock templates to completely custom HTML templates. 

C3. Campaign Creation, Distribution and Tracking (back to top)

Individual campaign creation and distribution can be outsourced to our team, or handled in-house on a self-service basis by your own staff. For clients electing the self-service route, we offer email marketing software with the following features, among others:

  • 24/7 secure account access: to create, edit, distribute and track campaigns on a self-service basis
  • High capacity mail servers: the servers at our mail host handle millions of emails a day and are available 24/7 for distributions.
  • Easy email campaign creation with HTML editor: user-friendly interface that looks and functions like MS Word enables non-technical users to easily assemble campaigns on-the-fly using stored templates and text from documents or Web pages. Icons in toolbar automatically format text: easily apply bolding, italics, hyperlinks, and bulleting; insert tables; and more. For more experienced users, the underlying HTML code in an email can be accessed at the click of a button.
  • List management: easy upload of subscriber data (up to 10 custom fields with Core package). Supports automatic unsubscribe (with all removals tagged to avoid inadvertent inclusion in future campaigns), deduping, and bounce management. Supports an unlimited number of lists, which can be organized into folders and subfolders (read more below).
  • List filtering: create targeted sublists based on database queries (e.g., all customers whose state equals "California") for more customized mailings and better response rates. Includes option for A/B testing of factors such as subject lines using random list generation.
  • Image hosting: all images in emails hosted on our servers. This eliminates bandwidth issues caused when images for email campaigns are hosted on your own web server. Folders and subfolders can be created for simplified image management
  • Campaign tracking: system tracks opens, clickthroughs, bounces (hard and soft), and unsubscribes by individual subscriber name and email address with easy comparison across multiple campaigns (read more below).
  • Plain text support: for subscribers who do not want or cannot read HTML emails
  • Personalization: subject lines and body of emails can be personalized with data from subscriber fields (e.g., Subject: John - Here's the Latest Discounts on Our Beach Chairs)
  • Embedded surveys: create and embed surveys within emails; prepopulate survey fields with subscriber data to maximize response rates

C4. Core Deliverability Features - Getting Past Filters (back to top)

Since current spam filtering software may at times erroneously block legitimate emails, we've taken several steps to ensure our clients achieve the highest possible delivery rates.

  • Content Detective: available as a "core" feature, "Content Detective" is a proprietary tool that mirrors the logic used by anti-spam software to identify words, phrases, and patterns that are likely to trigger filters, and then recommends a resolution to each identified problem before an email is sent.
  • Private IP Address: each account is assigned a unique private IP address that is not shared with any other account. This puts your email marketing reputation in your own hands.
  • Abuse Desk: our mail server host maintains an in-house abuse desk that is managed by a team of full time deliverability specialists who promptly respond to spam complaints received and thereby minimize the impact of complaints on deliverability.
  • ISP Agreements: our mail server host has "white list" relationships with key ISP's (e.g., AOL, Yahoo, etc.), and anti-spam organizations. White list status allows mail sent by our clients to be appropriately delivered without filtering.

We also offer more advanced solutions for firms interested in maximizing deliverability.

C5. Campaign Analytics (back to top)

After your email campaign launches, you’ll want to measure its success. Our advanced tracking tool presents campaign reports on the following metrics in an easy-to-read, highly visual format:

  • Opens and open rates
  • Clickthroughs and clickthrough rates
  • Unsubscribes and unsubscribe rates
  • Bounces and bounce rates (including differentiation between "hard" and "soft" bounces)

Each of the above statistics can be drilled down to the individual recipient level so that you can see precisely who opened your emails, and which links were most popular with which subscribers. More advanced reports are available to monitor metrics such as subscriber engagement across multiple campaigns.

C6. List Management (back to top)

Our list management tools ensure that your subscriber lists will remain "clean" and current. Features include:

  • Deduplication of emails so no subscriber will receive more than one message in one campaign
  • Color coding of email addresses for quick and easy identification of status
  • Centralized capture of bounces
  • Removals "remembered" by system to avoid resending emails to subscribers that opted out
  • Easy import and export of lists (real-time integration with CRM and other internal systems is available as an enterprise feature)

A1. Dynamically Tailored Content (back to top)

Today more than ever, customers expect targeted, relevant communications. The benefits are well-established: increased customer satisfaction leading to higher click-through rates, stronger conversions, and maximum ROI.

Our Dynamic Content module takes personalization to a new level by enabling the display of different content to different subscribers in the same email. That is, using rule-based logic statements (e.g., if "State" equals "NY", then display "Product A"; if "State" equals "CA" then display "Product B," etc.), you can tailor the content of a single email to the interests of individual subscribers. Whether it’s state, gender, age or some other attribute, our “Dynamic Content” module allows you to personalize all aspects of your email content based on these attributes.

A2. Automated Interaction Management (back to top)

With our industry-leading triggered messaging solution, you can send   emails automatically in response to any conceivable business "trigger": abandoned shopping carts, account activity, and transactions. 

We also support lead nurturing programs consisting of a series of sequenced messages distributed to leads at specified intervals and designed to guide prospects through a pre-determined sales cycle.

Finally, for retailers, we offer loyalty programs that keep existing customers engaged and interested with deals and discounts tied to any number of parameters, including geography and past consumer behavior.

A3. Landing Pages/Microsites (back to top)

Landing pages are stand-alone web pages designed to convert clickthroughs into desired outcomes (e.g., sales, leads, registrations, subscriptions) using forms embedded in the page that visitors complete and submit. Microsites are a series of landing pages that work in tandem in pursuit of a targeted objective.

Our automated microsite, landing page and form creation tools make it easy for marketers to do all of the following without any technical knowledge required:

  • Use raw HTML or an automated layout generator to create professional stand-alone web pages.
  • Use our suite of personalization tools to build subscriber-specific landing pages that enhance your one-to-one marketing relationships. When subscribers click through to personalized landing pages, the content will be tailored to their interests.
  • Embed forms to gather and store website visitor information.
  • Combine a series of landing pages into a full, functioning microsite.
  • Analyze the impact of your landing pages with detailed tracking functionality. Dive deep into landing page, email, website, and detailed link tracking data within a single tracking interface to see how all your online marketing channels are working together.
  • Easily include metadata in your landing pages to make them visible for SEO (Search Engine Optimization). 

A4. Advanced Deliverability Features (back to top)

Increased use of filters impacts deliverability of even legitimate email communications. And research shows that many companies are now blocking unauthenticated emails. To address this deliverability issue, we support Sender ID/SPF authentication (i.e., we will publish the correct Sender ID and SPF records for your account to ensure compliance at Hotmail and other ISP's using this form of email authentication), and DomainKeys (DKIM) authentication (i.e., we will assume responsibility for "key" implementation and updates, encryption, and publication of records to the DNS for a custom domain that you select.

A5. Integration with CRM, Web Analytics and Other Internal Applications (back to top)

We offer a flexible API (Application Programming Interface) toolset that enables bi-directional integration between your email marketing software and internal applications for CRM, Web Analytics and other functions.

For example, if you are using Google Analytics to monitor your website's traffic, wouldn't it be nice to know which email campaigns drive the most traffic to your website? Whether your subscribers are taking the desired actions after receiving your messages?  What levers to push and pull to drive even better results?  Our integration with Google Analytics can provide you with answers to these questions by letting you track aggregate subscriber behavior from email to the web in an easy-to-use interface, and thereby grasp the impact of your marketing activities and drive greater conversions.

A6. Centralized Brand Management and Compliance for Agent-Based Businesses (back to top)

Our enterprise solution allows senior marketing personnel to enforce branding guidelines across multiple sub-accounts managed by independent local brokers or other agents without compromising marketing innovation at the local level.

Known as "Lock And Publish," the solution gives senior marketing personnel the ability to "lock down" specific design and compliance-related elements in email templates, which can then be published to sub-accounts managed by local offices. Local agents can then customize and personalize those elements of the message to which they have been granted access in order to meet the needs of their local clients.

A7. Integrated Voice and SMS Messaging (back to top)

We offer an integrated voice and SMS text messaging platform to ensure your messages are reaching subscribers through the right channels.