Summary:
Engagement Duration: Ongoing
Industry: Legal
Client:
Roberts Markland LLP is a personal injury law firm with offices in Houston, Texas and Denver, CO. Their practice areas also include business litigation, medical malpractice, premises or product liability, and more.
Challenge:
Sean Roberts, Parters at Roberts Markland wanted a new way to drive leads and increase brand exposure for the firm and further establish credibility and pedigree as being the “go-to” firm for personal injury lawsuits. They used a case management system call MyCase, similar to a CRM system specifically for law firms and attorneys, but was unable to launch marketing campaigns with the system that allowed them to distribute communications to continue to build relationships with previous clients, clients, and any other contact the reached out to the law firm at one point in time or another.
Solution:
Without a question it was recommended we implement email marketing campaigns for Roberts Markland as their primary goal was to increase brand exposure and communication with individuals within their network. Email marketing is a very cost-effective way of doing this.
Several other benefits include:
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- Repetitive commutation increase brand exposure
- Providing valuable niche information build trust and re-establishes the firm as an expert or thought leader in the industry.
- Call-to-actions from email campaigns that drive traffic back to the website increases SEO
- Email campaigns can be used to cross-promote your brand across several online platforms such as social media, review websites, and directories.
- Key performance measures from email campaign results provide insights to make better business decisions and enhance marketing strategies to increase ROI
- Increase referrals from previous clients
- Increase reviews on search engines/platforms like Google and Yelp
Results:
This is an ongoing engagement for Emerge ERP Consulting; however the key performance measures tracked thus far for our email campaigns not only met but exceeded expectations. Key performance measures for email campaigns include: open rate, click-rate, and unsubscribe rate. The scope our campaigns include providing value added information such as tips, as well as enhance credibility as a personal injury law firm.
Statistics:
Our email campaigns for Roberts Markland have an open rate that almost 13% higher than industry average and a click rate 2X industry average. Our unsubscribe performs slightly above industry average as well.
Average Open Rate for Legal Industry: 29.70%
Our Average Open Rate on Average: 42.50%
Average Click Rate for Legal Industry: 1.19%
Our Average Click Rate: 2.28%
Average Unsubscribe Rate for Legal Industry: 0.22%
Our Average Unsubscribe Rate: 0.20%
Sources: 2022 Email Marketing Statistics & Benchmarks by Industry, Average Industry Rates for Email