A CRM system makes it easier to target your email marketing to a particular group based on a common interest or status.
Today, legal marketing has taken so many forms. There are lawyers on TikTok. Lawyers who dominate Google search results with SEO. And lawyers who still find success with billboards. With all the options available, you might wonder what type of marketing would be effective for your practice.
Beyond your client relations, a CRM for lawyers makes it easier to communicate with your business partners, such as notaries, bailiffs or courts. This new IT tool secures your shared data, improving confidentiality thanks to encrypted data transmission. In addition to the security offered by such software, CRM for lawyers becomes a collaborative platform where everyone can work more efficiently with task and file sharing.
You might revisit email marketing or, more specifically, try using list segmentation for a more targeted and personal approach.
What Is Email Segmentation?
Email segmentation is the practice of targeting your contacts based on their interests. Many lawyers send email newsletters to their contact lists or newsletter subscribers. This is not email segmentation because the newsletter typically goes out to all subscribers regardless of where their interests lie. Most lawyers send the same newsletter to former clients that they send to colleagues or referral partners. While these kinds of blast emails have their place, they are not always the most effective email marketing tool.
Email segmentation targets a specific group based on their interests. For example, your referral partners might be interested in tips on law firm operations. Your former clients, however, might be interested in follow-up advice relating to your practice area. Although you can send both groups the same information, you might find better results sending to one group based on shared common interests.
How a CRM System Can Help
A customer relationship management (CRM) system lets you load contacts into an application and organize them based on their interests. This allows you to target your marketing to a particular group based on a common interest.
A CRM system is a necessity for your practice, but it is not sufficient on its own. Since most CRMs have limits on the number of emails you can send, you will want to pair your CRM with an email marketing platform. Platforms like MailChimp, Constant Contact, Mail Merge and Yet Another Mail Merge (YAMM) allow you to send unlimited mailings to your lists and have additional list segmentation features as well. Email marketing apps can integrate directly with your CRM. For example, Copper integrates with MailChimp and HubSpot’s marketing platform.
CRM can help your firms in profiling prospects, understanding their needs, and building relationships with them providing them the best as well as a very high level of customer service. This helps a firm to present a unified face to its customers, and improve the quality of the relationship. The main role of a CRM in the day-to-day life of these companies is to streamline backend efficiencies so you can focus on winning cases and practicing law.
No matter which platform you use, you will also want to automate the process of importing the contacts and leads from your website’s contact and intake forms directly into your CRM and email platform. You can do this manually or upload a spreadsheet, but many lawyers use Zapier — an online automation tool that connects your apps and services — to do this and save time.