Most people (even the least tech savvy) have an email inbox overflowing with information, offers, and special messages. So how can you get your clients to opt-in to your law firm’s mailing list? There are a few effective strategies you can use to increase the number of people on your list.
Keep Mentioning It
No one will sign up for your mailing list if they don’t know about it. Post a signup form on your website, then post links to that form on your social media profiles, in your blog posts, and in the signature line of your email messages and even the letters sent by snail mail. The more your customers are reminded that you have a mailing list, the more likely they will opt-in.
Offer A Reward
Even if you only email subscribers a newsletter once a month, new subscribers should get a reward immediately when they first subscribe. Everyone wants to know what immediate value they will receive from subscribing to your newsletter. Let them know right away what they will get, then have it delivered right away. For example, you might offer a free white paper to new mailing list subscribers or a special report. Whatever reward you choose, be sure to let potential subscribers know what they’ll get before they sign up. For example, you might say, “Sign up for our newsletter and receive a free white paper.”
Make It Exclusive
What special perks do mailing list subscribers get outside of the first-time subscriber reward? Do you offer content that is exclusive for subscribers? If you want to increase your mailing list opt-in numbers, you must sweeten the pot and offer subscribers something special that only they can access. There’s really no point in subscribing to a mailing list that provides the same content found on your website or elsewhere.
Make It Interactive
As more people become accustomed to interacting with content and content creators, it’s important that your mailing list include some interactivity. This interactivity could be something as simple as a “featured client” story or a “letters to the lawyer” section where subscribers can submit questions to the newsletter and have them answered. You can also maintain a forum where subscribers can discuss the newsletter content, but maintaining forum will require you to appoint someone to moderate comments.
Make It Shareable
Referrals are good for your business and your newsletter opt-in rate. If you want to increase the number of people opting in for your mailing list, make it easy to share any newsletters or messages you send to the list. Using mailing list programs such as Constant Contact and MailChimp, you can easily add button that make it simple to share content via email or social media.
Use Email Addresses Cautiously
If you want to get more people to sign up for your mailing list and keep them, don’t abuse their email address. Keep the number of messages you send to your list to a minimum and make sure that the messages you send are of high value to the subscriber.
Mailing list opt-in and retention should remain a priority for your law firm’s marketing efforts.
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Lynn Luong is the Digital Marketing Manager for Smokeball, a case management software that increases productivity and efficiency for solo attorneys and small law firms to become more profitable. Lynn has over 8 years of experience in marketing with a focus on digital by developing successful strategies and managing many areas of marketing.