Educational email marketing is a powerful new marketing tool that most lawyers don’t know about.
Many lawyers don’t even know about regular email marketing, which is crazy because…
Email turbocharges referrals
An email list is the most powerful tool for accelerating referrals. Having a list of warm leads and referral sources who know, like, and trust you is a significant marketing asset.
Leveraging an email is straightforward
All you need do is email folks on the list to stay in touch (i.e., stay “top of mind”). That will inevitably increase the number and quality of referrals you receive.
Why email is so powerful
There are many reasons to favor email marketing that have always been true:
- Direct Control: You reach your audience without relying on algorithms or paid ads. Your message lands straight in the inbox.
- Targeted Reach: Engage with folks who already know, like, and trust you—making your efforts more effective.
- High ROI: For every $1 spent, you typically get an ROI of $36 to $42. This makes it one of the most cost-effective digital marketing strategies.
- More Client Signups: Communicating with people through regular emails fosters engagement and drives more conversions.
Now, the hardest part of email marketing is getting strangers who visit your website to sign up for the email list. And here’s the bad news…
Lead Magnets don’t work anymore
Many people offer a downloadable guide as a lead magnet. But this tactic is no longer recommended because it’s not as effective as it once was.
Here are the reasons:
- Saturation Point: The market is flooded with ebooks, webinars, and more. This overload makes these offers less appealing. Everyone’s doing it, and it’s losing its charm.
- Low Engagement: Those who sign up for the free stuff rarely engage with follow-up emails. Expect high unsubscribe rates and even some spam complaints.
- Consumer Skepticism: People are wary of giving out their info. They want real value and trustworthiness before they part with their email address.
- Authenticity Matters: The trend is shifting toward real, meaningful connections. Offering value upfront without strings attached builds better relationships.
Here’s the best tactic now
Offer them something truly valuable – free education about how their legal problem can be solved.
Educational Email Courses (EECs)
Opt-in rates for EECs can be as high as 70% (compared to traditional tactics that can be as low as 10% or lower).
Why they’re so effective
- High Demand for Knowledge: People crave valuable insights, especially when facing legal issues. Educational email courses have opt-in rates as high as 70%, showing just how eager people are for this kind of content.
- Builds Trust and Authority: By offering a free, multi-day email course, you position yourself as a trusted authority. This rapport-building happens quickly and effectively.
- Real Value: Instead of a one-off freebie, you’re giving potential clients what they actually need—knowledge. This helps them make informed decisions, like whether to hire a lawyer.
How to create an EEC
Focus on one type of legal problem for a specific type of person, then:
- Break It Down: Over five concise emails, simplify a complex legal area. Make it easy to digest, step-by-step.
- Highlight Key Issues: Focus on the common challenges and pitfalls clients might face. Show that you understand their pain points.
- Show the Benefits: Explain how having a lawyer can help solve their problems efficiently and cost-effectively.
Example of an EEC
For example, consider a 5-day email course like: “Estate Planning Made Easy.” It could follow a basic framework like this:
- Day 1: The 5 Critical Estate Planning Mistakes to Avoid
- Day 2: The Top 3 Reasons Why You Need a Will
- Day 3: How to Protect Your Children’s Inheritance
- Day 4: Tax-Savvy Strategies for Maximizing Your Estate
- Day 5: Your Estate Plan: Upcoming Legislation to Be Aware Of
Final thoughts
Offering an educational email course gives real help upfront, with no strings attached. It builds trust and sets you apart from competitors, ultimately leading to better conversions.
This approach meets a genuine need. If you want to see how it works, you can sign up for mine.
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