A successful email marketing program is critical for law firms’ outbound marketing strategies and is proven to drive considerable ROI – some studies show that $1 spent in email marketing can deliver a $42 return.

For understaffed marketing teams, or when your team is facing an absence of a key team member, leveraging outside or outsourced email marketing staff can deliver tangible value. Outsourcing emarketing staff helps firms capture traditional benefits of outsourcing such as the flexibility of increasing or decreasing headcount when needed as well as injecting expertise into your internal team where needed to increase your firm’s ROI of its investment in emarketing technology. 

Outsourced email marketing staff act as a seamless extension of internal teams, helping legal marketing teams create, optimize and run campaigns to ensure the firm’s investment in their emarketing platform consistently delivers, and the firm’s outbound program is uninterrupted. Here are just a few things outsourced staff can help your firm achieve with your emarketing program.

Data Analysis

To be successful in emarketing requires significant data analysis such as analyzing email marketing data, identifying important metrics, and uncovering insights to assist in making strategic decisions. Outsourced staff can help teams dig into open rates and click-through rates to uncover nuanced metrics like click-to-open rates, deliverability rates, and even engagement rates to reveal areas of strength and opportunities for improvement. 

As an example, a campaign may achieve a high open rate, which may indicate success — but if the email campaign also shows a low click to open rate, this may indicate the need for more digging and may reveal a disconnect between the email’s subject line and the content of the email itself. Emarketing experts can use these insights to optimize your campaigns for maximum impact, translating to higher engagement, improved deliverability rates, and a boost in your ROI.

Segmentation Assistance

One size does not fit all, especially in email marketing. Law firms that send out generic email blasts fail to provide their subscribers with relevant content, resulting in low engagement and high unsubscribe rates and lose trust overtime.

To make sure your emails are reaching the right people and your firm builds trust, expert emarketing staff can help your firm leverage contact data and industry information to create segmented email lists to ensure recipients are receiving tailored content that builds trust and moves the contact through the firm’s marketing funnel over time.

This client-centric approach to list segmentation and email marketing results in increased engagement and a significant boost in ROI as your email marketing strategy is designed to attract, nurture, and convert qualified leads.

List management and creation

Did you know? On average, 347.3 billion emails are sent daily, meaning your firm’s contacts may be drowning in a deluge of marketing communications, webinar invites and other e-communications. That’s why segmentation is so important, to ensure content is always relevant.

However, this means list management and creation can quickly become intricate and complex. Outsourced email marketing staff can establish processes and train professionals to add contacts to lists as they come into the database based off pre-defined criteria. They can also assist in creating processes for keeping any sensitive contacts off of lists if necessary.

Proofing content and communications to ensure quality

For many law firms, content is typically written by lawyers. This can be a challenge because lawyers, by trade, are legal writers – favoring a particular writing style that often is not favorable for emarketing purposes. Writing in legalese can be counterproductive for many groups in your emarketing lists, as not all of them are attorneys.

By leveraging data, user-centric approaches, and demonstrating the positive impact on client engagement, emarketers can show attorneys and lawyers the importance of concise messaging as the key to effective communication.