Guest post by Lawyerist.com

In an age where social media marketing is ascendant, it’s easy to forget that email marketing is one of the most powerful tools a law firm has at its disposal. There is a far greater chance that your email will reach its intended target versus a Facebook post. That is why it is important for lawyers to create and maintain an email list that is easily segmented, determine which marketing emails to be sending, and learn how to automate certain emails.

Your first step should be the creation of your email list. Of course, you already have email addresses for your existing clients, so that is a great start. You should also consider a lead magnet—a downloadable piece of content which provides value to a prospective client in exchange for their email address. Next, research which email marketing software you should be using to send your emails. MailChimp and Constant Contact are two of the leading email marketing platforms. Email marketing software will ensure that your emails look professional and that you’re able to gather useful information about which emails get the best response. Next, determine which marketing emails you should be sending to your email list. The newsletter format is by far the most common, but you can also consider sending your list an educational series: a 6-12 email series that provides an in-depth look at your practice area or your expertise. Holiday emails are also a good choice, as are urgent updates about breaking legal decisions. (The last is particularly helpful if you have business clients that need to be kept abreast of developments in the law.) It is also important to learn how to segment your email list. Not all members of your email list will be interested in the same things. One way to segment your email list is into current clients, potential clients, referral sources, and colleagues. That way, list members receive only the content that is most relevant to them. Finally, learn how to automate the marketing emails you send. For example, when individuals contact you via your website’s contact form, they should receive an automated confirmation email immediately. (Your email marketing software will help you with this.) You can also automate a series of emails that will educate and engage potential clients over a series of weeks. Email marketing can mean great results for you and your firm. Just make sure you’re savvy about who you send emails to and what you send.