Email campaigns and target newsletters for law firms
Email campaigns and target newsletters for law firms only work if three things are right: recipients are selected by topic, their consent is documented, and the email technically arrives at all. We set up those three points and tie the sending to occasions that actually lead to mandates in the legal market.
What sets us apart
- 1Topic, not address bookRecipients are selected strictly by topic. Someone handing you a business card has not consented to a mailing.
- 2Consent that can be provenWe work with double opt-in: consent by tick box and confirmation link, documented.
- 3Occasion, not calendarTarget newsletters build on sales signals: a takeover in the employment field, a restructuring, a market entry. We set up the media monitoring for this.
Our services
Selecting recipients
Topic, not mailing list- Recipients are selected strictly by topic. A mailing on procurement law sent to a list of family law clients costs goodwill, not just attention.
- Someone handing you a business card has not consented to a mailing. We therefore keep your contact database and your mailing lists strictly apart.
- We sort your contacts by practice area, industry and role, so that every mailing has a recognisable audience.
Consent and proof
Double opt-in, documented- We work with double opt-in: consent by tick box and confirmation link — and both documented.
- The proof is therefore on file before anyone asks for it. For a law firm that is not a side issue.
- Unsubscribes take effect immediately and are carried through all lists, not only the one the email came from.
Sending and deliverability
So the email arrives at all- We select an established sending provider with you. Mailings from unknown senders end up in spam — and nobody reads them there.
- We evaluate opens and clicks so that the next mailing is not based on guesswork.
- From the results we derive which topics and which subject lines actually work with your audience.
Target newsletters
Occasion, not editorial calendar- Target newsletters build on sales signals: a takeover in the employment field, a restructuring, a market entry.
- We set up the media monitoring for this, so that you see the signal before your competitors do.
- The letter refers to the specific occasion — which is why it gets read although it arrives unsolicited.
Aligned with LinkedIn
No double approach- We avoid approaching the same person by email and LinkedIn InMail in parallel. Two channels at once are not twice as convincing, they are intrusive.
- We define one channel per contact and record that decision so it can be followed.
- How the approach on LinkedIn is designed is part of our marketing and sales strategy.
What law firms say
Mr. Dillinger supported me in the area of structured client acquisition (searching for potential clients, creating and sending pitches). The process for identifying and contacting new sales targets was redesigned and operationally supported. As a result, the sales process was institutionalised and functioned more effectively.
Law Business analysed our existing business development activities — by reviewing the relevant documents and through structured interviews. Law Business then drew up a business development plan for us, which streamlined the existing measures and defined new ones. This was very helpful for us, especially because Law Business helped us to define our goals in concrete terms.
Frequently asked questions
May we simply email our clients?
An existing mandate is not consent to a mailing. We therefore work with double opt-in: consent by tick box and confirmation link, documented. The proof is on file before anyone asks for it.
Why do our mailings end up in spam?
The most common cause is an unknown or poorly configured sender. We select an established sending provider with you, because mailings from unknown senders end up in spam.
What is a target newsletter?
A newsletter sent by occasion rather than by calendar: a takeover in the employment field, a restructuring, a market entry. We set up the media monitoring that reports those occasions.
How many recipients do we need for this to pay off?
It is not the number that decides, it is the topic fit. A list of 200 properly selected recipients achieves more than 5,000 addresses from the contact database.
Can we also approach the same people on LinkedIn?
Not in parallel. We avoid approaching the same person by email and by LinkedIn InMail at the same time; we define one channel per contact.
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