The UK Direct Marketing Association (DMA) has stated in their Email Tracking Report 2017 that email is still consumers’ number one preferred marketing channel. Email can be an effective way to engage and convert your users, especially as those on your mailing list will have signed themselves up to receive notifications about your content, downloads and offers.
In the legal industry, one of the hardest aspects of email marketing is keeping your campaigns relevant – especially in an ever-crowded market. In this blog, we take a look at why email marketing should play a major role in your firm’s digital strategy.
According to Econsultancy, email remains the best digital channel for return on investment (ROI). Econsultancy has found that those businesses using personalisation, automation, dynamic content and optimisation find they have better ROI. The DMA’s report stated that ROI currently stands on average at £30:£1.
One of the most useful aspects of email marketing is the ability to create and send automated emails. Normally known as workflows, these emails are triggered when a client does something in particular on your site. For example, when a prospect fills out a call back form they may receive an email stating their email has been received and they will be contacted within a certain amount of days.
Airlines and train companies utilise these workflows well. When you book a flight you will typically get an email confirming your booking then another email a couple of days before you travel – possibly outlining what you need to do at check-in and some useful content for your destination. Then you are likely to receive one after your flight asking perhaps for a review and thanking you for choosing them.
With a good CRM system, you can create highly targeted workflows that can help you convert clients to achieve whatever your desired goal is – whether that's getting clients to use other services, achieve downloads of your gated content or to sign up for a free 30-minute consultation.
Content and conversion
In the latest report from the DMA, marketers find that consumers respond well to exclusive content as well as to discounts, advanced product information and user guides. However, when consumers were asked what they wanted only 4% said they wanted exclusive content. The DMA believe this could be down the fact that marketers and consumers have different ideas of what content is. However, the key to effective email marketing, which the DMA call the bedrock of digital marketing, is sending high targeted relevant emails – where, in this ever-crowded world maybe the ‘less is more’ philosophy might be the way to go.
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