Alright, so you’re writing strong emails and you’ve have dependable email lists of interested prospective (and former) clients. But still you’re noticing your unsubscription rates rising.You may be missing some key tactics in your email marketing strategy.
92% of online adults use email. 61% use it daily! Having a constantly fluctuating stream of subscriptions and cancellations, is pretty normal in email campaigns.
You actually want individuals unsubscribing from your email lists. That means you’re only communicating with the customers actually interested in your legal services, making them more likely to listen to your message. But if your unsubscribe rate is growing faster than your subscribe rate, you may have some holes in your email marketing strategy. One or more factors can contribute to lead losses, so re-analyze your strategy and plan new ways to conduct your email marketing campaigns with the following elements in mind:
There is such a thing as too many emails. And this number is different for everyone. If a subscriber gets overwhelmed, they will unsubscribe without a second thought. To reduce unsubscriptions, give readers the option to manage subscription settings. Your email frequency should variable — not just an “on and off” system. This way, they can choose the emails they want and how often they want them.
It may seem trivial, but personalizing emails is not only easy, but important! Utilize the templates on email marketing platforms to add first name placeholders in the subject and body of your emails. Maintain your list by regularly verifying the contact information of your subscribers.
You need to offer something to potential clients for simply subscribing to your emails. If everyone who visits your site is eligible for a free consultation, and you make an identical offer to your email subscribers — then what’s the point in subscribing? You need to add something (of value) to the subscription. Prospective clients need to see something for them immediately after signing up.
Worldwide, email marketing has an ROI of 3800%!
Did you know that 48% of emails are now opened on a mobile device? To make sure that your emails read clearly and load quickly on every device, make sure that you design them to be mobile responsive like your website. Just in case all of your formatting doesn’t displays correctly, include a plain text and HTML version of every email you send. You would hate to lose a subscriber, simply because their device wasn’t supported by limited design.
For every new subscriber, it’s important to nurture that potential lead with the right kinds of content. Starting with a contact information form, add options to choose which types of emails they could receive (blog updates, firm news, promotions, etc.). Send them only what they ask for, and as you learn more about them (a la feedback, engagement, or campaign analytics) segment them into a specific group that you can further customize to.
So there you have it, Kirkpatrick’s systematic approach to successful email campaigns. If you follow these tips on creation, distribution and maintenance — you will build a strong following of interested prospects that will likely convert to clients.
But how do you get the word out to get people interested in your emails? That is where the free content of blog posts and social media come in. In the next two sections, we will cover our tips and methods for creating engaging blog and social media posts!
If you have any thoughts, comments or concerns about your firm’s email lists, contact Kirkpatrick Creative today!