The Jury Is In Rockpoint’s Email Marketing Program Is Rockin’!

The Goal

To create an effective email marketing program for Rockpoint Legal Funding that would increase their engagement amongst attorneys and other professionals in the legal industry. Ready for some impressive legal briefs? Keep reading to find out more. Or click here to check out some of our other winning cases (case studies, that is).

What We Achieved

Email Marketing As Solid as a Rock

So, who is Rockpoint Legal Funding? They’re a company that provides fast, ethical funding to plaintiffs in personal injury cases to help them settle their bills and medical expenses while they wait for their case to be resolved.

Let’s say you get into an accident at work and you need medical attention, but you can't cover your medical expenses until you get the financial settlement from your case. And maybe you’re not able to work due to injury so your bills are piling up. During this time, Rockpoint will provide you with the funds you need to get essential medical treatment and address your bills so you can get back on your feet.

In the eyes of a plaintiff this isn’t a loan, so you're not going to accrue additional debt or be subjected to sky-high interest rates. Ultimately, Rockpoint’s goal is to give plaintiffs the help they need when they need it most, while allowing their attorneys to focus solely on the case at hand.

Rockpoint also provides funding directly to law firms, helping attorneys manage the various costs associated with personal injury cases and allowing them to pursue drawn-out cases against insurance companies without damaging their firm’s bottom line.

In Rockpoint’s industry, there are some very specific dos and don’ts that need to be followed with regards to email marketing, as well as compliant phrasing that has to be used. We took the time to thoroughly study and apply these, ensuring that each campaign was completely accurate and didn’t ruffle any legal feathers.

The Evidence Is Clear – How Segmentation Made an Impact

Rockpoint’s goal to increase their engagement was pretty straightforward, but not so easy to execute. How could we encourage attorneys to use Rockpoint’s services for their clients while still providing content that was relevant to other legal professionals? Through proper segmentation, that’s how!

The first step was to segment Rockpoint’s audiences based on their role. This included attorneys, lien negotiators, and case managers. Once we had these specific audiences in place, we created tailored content that highlighted how the different areas of Rockpoint’s offering would make each profession’s life easier. This demonstrated to each audience how Rockpoint’s services could benefit them specifically, ultimately broadening the businesses’ reach and highlighting relevance in a personalized, specific way.

We also sent some of the broader segments monthly case study campaigns that focused on the impact Rockpoint’s funding services had on many plaintiffs across the U.S. These campaigns demonstrated the compassion and efficiency that sets Rockpoint apart from other legal funding companies, really showcasing how Rockpoint treats every plaintiff as an individual in need of support, not just a case number.

Plus, we gave Rockpoint’s email designs a much-needed makeover. Many legal email campaigns tend to look quite cold and corporate, which was the case when Rockpoint first partnered with us. Going this route would simply mean more of the same thing recipients had seen before, which would result in campaigns that just blended into everything else in the recipient’s inbox. So, our best-in-class design team got to work and created a fresh, bold new identity to match Rockpoint’s compassionate values, showcasing their brand in the best possible light and distinguishing them from other legal funding companies.

What was the verdict? Well, Rockpoint’s unsubscribe rates decreased by 98.93%, all thanks to captivating design, clever segmentation, and an email marketing strategy that put valuable, customized content first.

Taking our key audience (attorneys) into consideration, we also ensured that no campaigns were sent on Mondays or Fridays (typically very busy in the legal world) and we experimented with different send times to see whether subscribers responded best to campaigns delivered in the morning or afternoon.

If that’s not a great case for full-service email marketing, we don’t know what is.

Avoiding a Hung Jury

Sometimes, there’s just not enough evidence to sway a full jury. But, with A/B testing, that’s hardly ever the case. We put A/B testing to great use throughout Rockpoint’s email program to gain important data about our audience, including the email formatting they preferred most, whether they responded better to longer or shorter content, and whether including testimonials from previous plaintiffs had an impact on engagement.

Based on historical data garnered from our monthly reports, we focused heavily on click rate-related A/B tests. This included testing styled text emails (with a call-to-action button) against plain text email (no button at all), as well as the wording used in those call-to-action buttons. We also tested whether directing recipients to apply for funding directly or to find out more would increase engagement.

After we looked at all the evidence and cross-examined the data, we were able to sway the judges and increased click rates by a whopping 116%.

Best Practice Always Wins

The verdict is in – after years of success, we’ve learned that no matter which industries our clients operate in, there are some best practices that always need to be followed in order to get the best results. When the foundation is properly built, the house will stand strong for years to come.

That’s why we partner with you from the get-go, covering each step of the process:

From designs made-from-scratch for every campaign to thought-out segmentation and A/B testing based on KPIs and reporting data, we don’t rest until each and every email campaign is as effective as it can possibly be. And, as part of our due diligence, we ensure that we’re always following the proper, most up to date processes as stipulated in subsection A (iii), paragraph 9 of the Declaration of Awesome Emails handbook. Doing anything else is like providing a closing argument at the beginning of a trial – it simply doesn’t work.

Need industry-specific email marketing solutions that will help you skyrocket your engagement and bring the gavel down on some spectacular ROI? Reach out to this team of seasoned experts today.