Results of a study conducted by eLawMarketing titled “The State of Law Firm Email Marketing: Benchmarks, Trends, and Best Practices”
Most businesses utilize at least some amount of email marketing, making it critical to gauge whether it is actually achieving expected results that makes it cost-effective as a marketing tool.
The definition of success of course will vary by firm and to some extent depend on why email marketing is being used in the first place. Is it to develop new clients or to maintain contact with our existing client base? Is it to broadcast seminars or events or to provide information concerning changes in the law?
Whatever the reason, being able to determine with some degree of certainty how many people open them, read them and then in some way respond to them are important metrics for deciding about using email in the future.
The following excerpt and link to this study is not an endorsement of the company that conducted it, but the information is extremely timely and powerful at a time in the business cycle when all companies need to be sure that they are getting the most bang for the buck from the dollars they are investing in marketing.
The State of Law Firm Email Marketing
Benchmarks, Trends, and Best Practices
Benchmarks for Law Firm Email Marketers
“Law firms are heavy users of email marketing, and with good reason.
Email marketing offers law firms a professional way to proactively and discretely remind clients and other contacts about the firm’s expertise and track record so those clients and contacts will think of the firm first when an opportunity to refer new business arises. The campaign tracking tools available with email marketing software offer unique insights into the interests of individual clients.
The law firm email newletters, alerts, and invitations that get the best results are those that follow “best practices” in terms of design, copy, etc.
But what is a “good result” for a law firm email? What is a good “open rate?” A good “clickthrough rate?” A bad “bounce rate?”
By providing benchmarks for average open, click through, conversion, bounce and unsubscribe rates for law firm email marketing campaigns this report will help you measure the results of your campaigns against your peers…”
Read the full report compiled by eLawMarketing here.
Hallmark Abstract Service LLC
Michael Haltman, Partner
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Jericho, New York 11753
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