Engaging Your Leads: How to Write Emails People Want to Read

A few weeks ago, I wrote about the importance of continuing to engage your email leads indefinitely, until they die, buy or unsubscribe. I’d like to elaborate on this concept because, admittedly, this kind of engagement is easier said than done.

A successful email strategy walks a fine line between producing content no one opens and annoying people until unsubscribing. Somewhere in the middle is the sweet spot where you’re producing consistent, dynamic content that people will actually open and read. So let’s talk about a couple of key strategies that will help you stay in that sweet spot.

Make the Content Interesting and Helpful—Not Sales-Pitchy

Guaranteed, no one on your email list is saying, “I sure hope Attorney So-and-So sends me an email commercial this week.” Occasional promotions are fine, but making every email an advertisement is the quickest pathway to the trash. Instead, write short, informative pieces that actually benefit your readers in some way, with a simple CTA at the end. If you maintain a blog—and you should—you might draw from some of your blog topics and expand on them in your emails, and even include links back to your blog. If you’re no good at writing, hire a blogger/copywriter to do it for you.

Segment Your List

Marketing guru André Chaperon believes segmenting your list could be the most important email marketing strategy at your disposal. Since very few people on your list have the same needs or interests at any given time, sending out mass emails to your whole list almost ensures your content is relevant to only a small fraction of them—and relevance is the key to getting your emails opened. Chaperon recommends segmenting your list such in a way that every sent message is “the right email, to the right person, at the right time.” Better to get 80 percent engagement from the 5 percent of interested people on your list than 1 percent engagement from all of them. (You’ll also drastically reduce your unsubscribes when your leads only receive emails with a high level of relevance to them.)

If you’d like to know more about how to keep your email audience engaged, we’re here to help. For more info on this and other engagement strategies for your law firm, call us at (888) 207-2869.

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