One of the primary challenges facing estate planning lawyers is finding ways to maintain a robust list of potential clients. Because the legal field is so competitive, it makes sense to reach out to leads early and often to ensure that they maintain a high degree of interest. There are several ways to go about building relationships with potential clients, but one of the most tried-and-true methods of keeping subscribers engaged is through email marketing. Here is a brief rundown of how probate lawyers can use email to keep track of subscribers and bring them to your door.
Create Stellar Subject Lines
Readers need to be incentivized in order to click through to the email—this is true whether you’re touching base with a friend or informing a work colleague of important information. It is especially important that marketing emails provide a compelling reason for subscribers to investigate the content of the email; otherwise it goes right in the spam folder. To keep readers engaged, use short, relevant subject lines that clearly inform readers of the content while providing a hook to get them interested. For example, “One Family Explains Why They Chose a Living Trust” is a brief description that entices users to find out more about the given topic.
Don’t Overdo It
Subscribers to your emails have indicated an interest in staying in touch, but they will quickly lose patience and unsubscribe if their inboxes start overflowing with promotional emails. The best way to avoid being perceived as a spammer is to create a schedule for outgoing emails, which is easy to do with automation software. Sticking to one email per week, for example, will keep subscribers in the fold without overwhelming them with emails and ultimately pushing them away. Make it easy for readers to opt out of receiving emails as well.
Stay Above the Fold
The main message of your email content should always be near the top of the page and easy to read without scrolling. The same goes for the call to action (CTA). Over two-thirds of content below the fold will be ignored by readers, so make sure your message can be perceived instantly when users click through to the email. Also, be sure to repeat your CTA several times throughout the message and make sure the email is less than 650 pixels wide to avoid horizontal scrolling. A marketing email should be a dense packet of information that is easy for readers to absorb.
Email offers a unique opportunity for direct person-to-person communication since it is most often used when communicating with coworkers and friends. Because of this, it is a great way for estate planning lawyers to build trust with subscribers. Try sharing humanizing details about what makes your firm unique when creating marketing emails, such as your philosophy and personal anecdotes about your own experiences with estate planning. Talk about challenges facing clients and solutions you offer to form emotional connections that will help leads become clients.