HL Scope Email Marketing

Client
HepworthHepworth
Summary

Category
Marketing
Assigned To
Savannah
Status
Planning
Start & Finish Date
Priority Factors
Products
DU Status
Hours
0
DU Deliverables
DU Date
Scale
Next Deliverable Date
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HL Scope Email Marketing

Review everything related to the project below. If there is anything we need you to review it will be listed under “What you need to review”

Current problem with client relations.

Currently, Hepworth Legal’s client communication strategy is limited to transactional touchpoints, such as texting leads or sending reminders for scheduled consultations. While these touchpoints are necessary for growth, they do not foster long-term relationships with clients nor keep the business top of mind.

We’ll solve this problem, by strengthening client relations and keeping the firm top of mind through email marketing.

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Why is this important?

Email marketing will allow Hepworth Legal to build stronger connections with past and current clients by providing ongoing value even after clients’ cases have closed. For example, by sending newsletters with legal tips, updates on relevant laws, or case studies, Hepworth Legal can position themselves as a trusted resource for clients' future legal needs. Regular emails keep the firm top of mind, increasing the likelihood that clients will return when they require additional legal help or recommend the firm to others. This personal engagement goes beyond one-off transactions, helping to build long-term loyalty and trust, essential for client retention and growth.

Value in the numbers

Email marketing can enhance client retention and engagement by up to 33% for firms that use regular newsletters to stay in touch with clients. (Source)

For law firms, email marketing has a high return on investment (ROI), generating an average ROI of $42 for every $1 spent. (Source)

Segmented email campaigns have an open rate that is 14.32% higher than non-segmented campaigns. (Source)

Work required to achieve the outlined goal.

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Strengthen client relations and keep the firm top of mind through email marketing.

Initial work required:

  • Develop 1 month (2 newsletters) of engaging email newsletter copy, including topics such as legal educational content, changes in local/state law, notable firm achievements, encouraging word-of-mouth referrals, and highlighting practice areas.
  • Identify and segment clients (e.g., all prior clients, clients segmented by practice area, clients with closed cases within X timeframe).
  • Ensure email consent terms & conditions are setup, so that email marketing is legally compliant.
  • Integrate newsletter content into an engaging newsletter design with best-suited email templates.
  • Setup the email marketing campaign(s) within email marketing platform
  • Schedule and automate email send outs of the monthly newsletters (2 total newsletters)
  • Review key performance indicators (KPIs) such as open rates, click-through rates, and conversion rates.

Estimated time to complete:

  • 10 hours

Ongoing work required:

  • Develop ongoing newsletter copy and integrate into an engaging newsletter design
  • Schedule and automate email send outs of the monthly newsletters
  • Create a follow up email newsletter, designated solely for clients who have had a closed case within a year. The email is designed show ongoing support and demonstrate that the firm is still thinking about their clients' well-being, even after their cases are closed.
  • Review key performance indicators (KPIs) such as open rates, click-through rates, and conversion rates.

Estimated monthly time to complete:

  • 2.5 hours

Project tasks