Sending drip emails is one of the most effective techniques for moving prospects forward to a decision through the buying process.
A drip campaign is simply a series of pre-written email messages that are sent on a pre-determined schedule. The automation of your drip series means little effort is required from your firm once the campaign is set up.
Best Practices for Attorneys
1. Segment Your Leads. There are multiple ways for lawyers to tailor their follow-up emails:
— Type of case. Injury lawyers, for example can have one series for auto accidents, another for falls, and a third for nursing home negligence.
— Quality of lead. More desirable cases can receive more detailed, extensive, and personalized information.
2. Send Behavioral Drip Emails. A prospect who missed the first scheduled call or appointment should receive a different series of letters than a fresh new lead.
3. Reduce Read Time. Most recipients will scan rather than read your emails, especially if they are using a mobile device. Write for this type of reader:
• Remove superfluous text
• Use boldface type, headlines, bullet points and subheads to specify important information
• Use images, videos, infographics, and other visual assets
• Add relevant links
• Break up paragraphs
4. Consider a Preference Center. Give recipients control over the type and frequency of emails they receive from you. According to HubSpot’s survey, the major reason why people unsubscribe from permission emails is that they receive emails too frequently.
5. Test and Optimize Your Funnel. Making small changes in your drip series can have a significant impact over the long term. A/B test specific variables like the content, call-to-action, sending time, and length of email. Test variables one at a time.