Email marketing is one of the concepts that work on converting and attracting clients in today’s digital world. Basically, this strategy uses a very personal and specific channel to communicate: the good old “email inbox”. In this text, we will learn a little about the usefulness of email marketing for law firms, how to use it correctly and how to take advantage of it to share incredible legal marketing content .
What is email marketing for lawyers?
Email marketing for lawyers is, in principle, a way to strengthen relationships Barbados Email List with clients who are already familiar and registered. But before we get into the subject, it is important to understand which materials and categories of advertising are permitted by the OAB Code of Ethics.
What does the OAB say about this?
Legal marketing is permitted, but it must follow certain ethical requirements, such as respect for the limits imposed by the Statute of the Bar ; General Regulation and the Code of Ethics and Discipline (arts. 28 and later). Conceptually speaking, legal marketing is implemented in the use of means to achieve business results in the field of law.
In June 2021, the OAB approved the use of marketing for law firms and lawyers, but it is important that the advertising linked and disseminated is professionally serious, discreet and informative.
§1º Sober, discreet and informative professional advertising is understood as the disclosure that, without ostentation, makes public the professional profile and information related to the professional exercise, as established by §1º of article 44 of the Code of Ethics and Discipline, without directly inciting judicial or administrative litigation or the contracting of services, with personal promotion being prohibited”
Until the mid-1990s, the use of legal marketing was not objectively defined. It was after provision that the use of advertising gained strength, regulation and clear definitions. With the new OAB Code of Ethics , which came into force in 2016, the use of advertising for the purpose of attracting clients and commercializing the profession is completely denied.
Some situations, such as the link between legal services and other activities; mutual referrals between companies in the advertising sector; and the widespread and systematic disclosure of contact details such as telephone numbers and e-mails in scientific or cultural articles, among others, are prohibited. Materials such as law firm or lawyer business cards may only contain information related to academic qualifications and the exercise of professional life.
Advertisements that link law firms or lawyers to cultural events such as cinema, radio and TV are also not permitted, as is the use of billboards, panels and any other method similar to these. In other words, any vehicle, means or dissemination that allows the lawyer to attract clients is duly prohibited.
And what are the permissions? Law firms can use signs and illuminated panels on their facades, but they must comply with all legal requirements, that is, the use of advertising material with informative, discreet and sober content.
The new regulations allow lawyers to participate in the media, provided that they do not induce viewers or readers to use marketing language in order to attract clients. Lawyers cannot insinuate themselves into the media or offer to participate in any program.
When invited to participate in any media outlet (radio, TV, podcast, etc.), they may only answer questions about legal issues and informative and educational content. The professional may also not use advertising space to hold debates or promote causes that are being raised by another professional in the field.
In the “lawyer-client” relationship, the disclosure of names and work issues is strictly prohibited. This measure guarantees the integrity of the relationship and the demands, preventing the professional from using third-party cases to attract clients. The disclosure of work methods is also restricted.
In the authorizations, the lawyer may sponsor scientific or cultural events, as long as the reception of the advertising is restricted to interested parties and clients. With regard to online advertising , the lawyer must comply with the guidelines of art. 39. Therefore, only advertising of an informative nature must be linked without any intention of promoting or commercializing the profession.
Email marketing is a type of legal marketing that is permitted by the Brazilian Bar Association (OAB). The use of email is permitted for lawyers and law firms, as long as it respects the limits of “information, sobriety and discretion”. Therefore, email marketing for lawyers can be linked and sent to coworkers, and any individual who requests or authorizes, in advance, the sending of emails to clients.
Why do email marketing in law?
Low investment cost
Email marketing is an excellent tool for delivering content quickly and directly to the customer, and its impact on costs is low when compared to other strategies. I'm not saying it's a "zero cost", after all it's important to invest in the right, quality content; in high-performance email marketing tools ; in coherent texts and information.
In general, the investment in email marketing is low and can achieve good results, providing direct contact with the target audience and allowing the sending of several contents at once to the list of registered people.
Nutrition and relationship with your audience
For law firms, email marketing is a great option for keeping clients and people who are already registered close and informed. Using email is less invasive than advertising and social media, since the content goes straight to the email inbox of a predefined group. Email marketing helps deliver legal content to the persona, directing them to read a blog in more depth, for example. This nurturing is important for maintaining affinity with the client and enriching them.