So many law firms don’t send regular email newsletters or email alerts with blog posts, client alerts and webinar invites and instead rely on social media to distribute their content.

This is a big mistake.

Email marketing should be a core part of every law firm’s marketing strategy regardless of the size of your firm.

There is no better and direct way to reach clients and prospects (if your contact lists are updated and segmented) than email. Emarketing enables you to stay top of mind with clients, prospects, referrals, recruits, the media and alumni.

It also puts the content directly into their inboxes, your firm name appears front and center in their inbox – whereas on LinkedIn or any other social platform, they may or may not see your post due to whether they are on that social platform at that moment, whether that piece of content gets buried in their news feed due to their settings and the complicated algorithms.

You simply don’t know if or when someone is on social media at any given moment on any given day. And that means they may or may not see your content. But we know business professionals are on their email all day long. That’s why sometimes email is the most effective and direct way to reach your target audience.

So, if you write a substantive blog post or article or host a virtual event and want to make sure your clients and prospects know about it, make sure to send it directly to your mailing list so you increase the likelihood that they will see it.

Emarketing can help you build upon existing relationships with your clients and prospects by providing relevant, valuable information.

Remember, your clients, prospects, referrals, alumni, media and others who are on your lists have already given you permission to email them by signing up for your mailing list. They want to get updates from you. If they receive content from your competitors instead, you’re missing a huge opportunity for visibility and engagement.

A great benefit of email marketing is that it’s incredibly easy to track your ROI. Everything is measured with the use of emarketing software so you can determine who is opening your emails and when, who is clicking onto your site through your emails and more.