MINI CASE STUDY: HILGER HAMMOND LAW FIRM
A Favorable Verdict
Success in the legal industry relies on authenticity just as much as skill. So how do you build relationships with your current and future customers in a marketing landscape more crowded than a celebrity courtroom?
For Hilger Hammond, we created “The Legal Brief.” We monitor and find national legal developments, work with the firm’s experts to write a response, and send a breakdown to a targeted list of clients and prospects; all done within 48 hours of the story breaking.
Biggest Win: A meticulously crafted case study that impressed one reader so much, they reached out to offer to the firm their entire book of business after they retired.
This led to perhaps our favorite client quote:
Could we actually take a break from email marketing this month? We're booked with new business!
The proof is in the numbers
Average Client Engagement
40%
Email open rate, consistently outpacing competitors.
11.75%
Click-to-open rate, 2-3X the industry average.
$$$,$$$
Since we design and track lead funnels, we can directly attribute numbers with a lot of zeros behind them to our efforts.
Combining search engine marketing with conversion rate optimization (CRO)
The secret to a successful SEM campaign is much more than just making your website appear on Google. Other SEM agencies in Singapore would just set your ads to appear on Google, and leave it there. These campaigns are not performing up to its optimal level.
The secret to achieving optimal SEM results lies in the ability to get as many people as possible to call/contact you after they click on your ad and land on your website. For example, your current SEM ads are getting 2% conversion rate on your landing page. That means out of 100 people that visit your page, 2 people contact you.
FAQs about Email Marketing
On average, 1-4 per client, per month.
However, we counsel against setting strict quotas. Instead, we collaborate with the client on the most important news to share and double down on quality.
Excellent question. We can tell you’re a team player!
The typical workflow goes as follows:
- We’re constantly monitoring and searching for storytelling opportunities, be that national news, trends, internal developments, or releases.
- We interview the client to draw out insights that positions them as the industry expert.
- We design, write, and build the necessary call-to-actions.
- We segment the audience to ensure it reaches the right people at the right time.
- We triple-check our work and send!
- We share a celebratory beer (when applicable) and our findings so we ensure we’re always improving.
Here are some things we’ve found that work really well. Feel free to steal:
- Write subject lines that don’t reek of desperation. Treat your subject line like a dating app opener: if it screams “LAST CHANCE TO CHANGE YOUR LIFE FOREVER!!!,” you’re getting swiped left into the spam folder.
- When it comes to body copy: Clear & Concise > Fluffy & Lengthy
- Assume the majority of your audience reads your content on a smartphone during a bathroom break. If your layout requires pinch-zooming, sideways scrolling, or a magnifying glass to read, it’ll get flushed down the drain.
- Don’t turn your email into a digital scavenger hunt. Give your reader one big, absurdly obvious button to click.
- Be meticulous about categorizing and tagging your email audience as you build it. Then use tokens to personalize the message to each reader.
Making sure that you have an intuitive, trackable lead funnel that allows the reader to take the next desired step after engaging.
