A Powerful & Customizable Law Firm Marketing Strategy (FREE)

A comprehensive law firm marketing strategy, covering the entire sales funnel and all digital marketing channels. Designed to you get more traffic and customers for your law firm business.
Prepared by: Eduardo Yi
Created on: March 5, 2025
Your Strategy
Primary Item (H2)
Primary Item (H2)

The Sales Funnel

The sales funnel is a visual way to understand the journey your customers take, from first discovering your business to eventually making a purchase. Imagine it like a funnel shape: at the top, many people might learn about your business, but fewer move down to become actual buyers.

Optimizing your entire sales funnel, you're able to increase the number of people who move smoothly from interested browsers to loyal, paying customers.

It helps ensure every part of your business—from your website to your follow-up emails—is designed to guide people toward buying. The clearer this pathway, the easier it is to boost your sales and grow your business.

The marketing plan below includes dozens of marketing ideas and tactics to optimize your entire sales funnel.

Your Target Personas

A target persona is a fictional representation of your ideal customer, created by researching and understanding the behaviors, needs, and preferences of people most likely to buy your products or services.

Think of it as drawing a detailed portrait of your best customer, including details like their age, interests, job, daily habits, and the challenges they face.

By visualizing this customer, you're better able to understand what motivates them, how to communicate effectively, and how to reach them through your marketing efforts.

Rather than trying to appeal to everyone—which can lead to wasted resources and ineffective marketing—you can specifically tailor your messages to resonate deeply with the people most likely to become loyal customers.
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Your Target Persona #1: Divorce Dana
Age: 38 | Education: Bachelor's in Communication | Occupation: Marketing Manager at a Tech Company
"I'm overwhelmed by the divorce process and unsure about what my rights are. I fear I might not get a fair settlement and that the emotional toll is affecting my kids."
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Visible Goals
These are the goals your target persona would tell you about.
Finalize my divorce quickly
Manage my finances post-divorce
Ensure a fair settlement
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True Goals
These are the real things they want to achieve.
"I want to start a new chapter in my life"
"Being free from my marriage will give me peace of mind"
"I need to feel strong and confident for my children's future"
🙅‍♂️
Purchasing Objections
These are your target persona's doubts about your product.
"I think hiring a lawyer is too expensive for my budget"
"I'm afraid they won’t understand my personal situation"
"I believe I can handle this process without legal help"
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Answer to Objections
These are your product's answers to your target persona's doubts.
We offer transparent pricing and flexible payment options to accommodate your budget.
Our experienced attorneys specialize in family law and listen to your unique circumstances.
Having a professional by your side can relieve stress, ensuring you make informed decisions during this emotional time.
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Transformation
In your target persona's own words, here's how your product has improved their life.
"After hiring your law firm, I felt empowered and supported. The transparent pricing eased my financial worries, and having expert advice made me feel confident in challenging decisions. Now, I'm ready to embrace my new life with my children, knowing I've secured their future and my own."
How to use this information: You should think about your target persona every time you're working on any marketing campaign. Your landing pages, blog posts, social posts, ads, videos, email copy, new products, should all be targeted at your target persona.
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Your Target Persona #2: Custody Clara
Age: 32 | Education: Master's in Human Resources | Occupation: HR Specialist at a Non-Profit
"Navigating custody laws and negotiations feels daunting. I'm scared of losing time with my kids and don’t know how to approach discussions with my ex without misunderstandings."
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Visible Goals
These are the goals your target persona would tell you about.
Achieve a fair custody arrangement
Maintain a stable environment for my kids
Communicate effectively with my ex-spouse
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True Goals
These are the real things they want to achieve.
"I want to feel secure knowing my children are taken care of"
"Having clear arrangements reduces my anxiety about co-parenting"
"I need to focus on my career while ensuring my family's well-being"
🙅‍♂️
Purchasing Objections
These are your target persona's doubts about your product.
"I'm not sure your services will lead to a better outcome than going it alone"
"What if my case isn't severe enough to warrant legal intervention?"
"I'm concerned about the potential for conflict with my ex if I involve a lawyer"
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Answer to Objections
These are your product's answers to your target persona's doubts.
Our Attorneys provide personalized strategies tailored to your unique situation, making sure you gain an advantage.
Even seeming straightforward cases can benefit from our expertise to ensure you understand your rights fully.
We focus on collaborative solutions, aiming to minimize conflict and facilitate effective communication between co-parents.
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Transformation
In your target persona's own words, here's how your product has improved their life.
"With your firm's guidance, I felt equipped to navigate custody discussions. Your team helped me create a clear and fair agreement, providing peace of mind about my children's future. Now I can focus on my job, knowing I've safeguarded time with my kids."
How to use this information: You should think about your target persona every time you're working on any marketing campaign. Your landing pages, blog posts, social posts, ads, videos, email copy, new products, should all be targeted at your target persona.

Top of the Funnel

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Your Goal at the Top of the Funnel: Awareness
At this stage of the funnel, your marketing persona isn't aware of your product and isn't even necessarily looking for a product. They just know they have a problem. Your objective at the top of the funnel is for them to be aware of your business by providing value (without trying to get them to buy right away.)
New visitors to website
Total views on social media posts
Engagement rate on content
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Content Marketing
Content marketing is all about creating the assets you'll promote and optimize on through the different marketing channels (SEO, social media, email marketing, and ads.) At the top of the funnel, you're creating your mass-market content, aimed to attract as many people as possible.
Content ideas:
Blog post: 'Understanding the Divorce Process: A Step-by-Step Guide'
Infographic: 'Statistics on Divorce Rates and Child Custody'
Video: 'What to Expect in Your First Legal Consultation for Family Law'
Podcast episode: 'Emotional Well-Being During Divorce: Tips from Experts'
Webinar: 'Navigating Child Custody Arrangements – What You Need to Know'
Social media campaign: 'Share Your Story: How Divorce Has Changed Your Life'
What to measure:
Page views on blog posts
Shares of infographic on social media
Video watch time on YouTube
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SEO
With SEO, you can get your content to rank on the top of search engines for the keywords that your marketing persona is typing into Google. At the top of the funnel, the keywords you'll target will likely have a higher search volume and will be harder to rank for.
Keyword ideas:
Understanding the divorce process
What to do during a custody battle
Child custody agreements explained
Legal advice for divorced parents
How to find a family law attorney
Divorce statistics in the United States
Benefits of hiring a divorce lawyer
Ways to manage co-parenting relationship
Divorce settlement tips
Family law FAQs
What to measure:
Organic traffic to website
Keyword rankings for target phrases
Backlink acquisition
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Paid Advertising
When it comes to ads, targeting is probably the most important predictor of a winning campaign (closely followed by ad creatives.) At the top of the funnel, you'll be looking for brand new audiences who have never heard about your company — these are called "Prospecting" campaigns.
Target audience ideas:
[Prospecting] Facebook Ads: Women aged 30-45 interested in family law and divorce support groups.
[Prospecting] Google Ads: People searching for 'how to get through a divorce' or 'initial consultation for divorce lawyer'.
[Prospecting] YouTube Ads: Viewers of videos related to divorce advice or family law topics.
[Remarketing] Facebook Ads: Visitors of the website who read divorce-related blog posts.
[Remarketing] Google Ads: Previous leads who engaged but did not book a consultation.
What to measure:
CPC (Cost per click)
Impressions
CTR (Click-through Rate)
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Social Media
The hardest part about doing social media as a brand/business, is that you should look to not behave like just another business on social media. Your social media content should be native to each channel in tone, format, and style. Because of its mass usage, social media is perfect for top of the funnel content.
Social media campaign ideas:
Host a Q&A session on Instagram Live about common divorce questions.
Create a weekly pinned post series titled 'Divorce Myths Debunked'.
Share testimonials from clients regarding their positive experiences with your firm.
Participate in relevant local community events and post updates on social channels.
Monitor brand mentions across social media and engage with users discussing divorce-related topics.
What to measure:
Engagement rate on posts
Follower growth
Traffic from social media to the website
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Marketing Experiments
For whatever campaign you launch, there will always be room for improvement. It's a good idea to pick a few experiments ideas and launch split tests designed to improve your most important metrics.
Experiment ideas:
A/B test different headlines for blog post CTAs to see which drives more clicks.
Run a split test on social media ad copy focused on emotional benefits vs. financial benefits.
Experiment with video thumbnails to find which gets more views on educational content.
Test various formats for infographics to determine the most shareable version.
Optimize landing pages for lead magnets to increase sign-ups by testing different layouts and messages.
What to measure:
Click-through rates on call-to-action buttons
Conversion rates on landing pages
Bounce rate on content pages

Middle of the Funnel

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Your Goal at the Middle of the Funnel: Consideration
At this stage of the funnel, your marketing persona is aware of your product but isn't ready to purchase. They are still doing research and comparing your solution against competitors. This is the time to build trust by giving them more information and provide answers to questions they might have. Your main objective at the middle of the funnel is to turn a stranger into a lead.
Number of returning visitors
Lead conversion rate
Time spent on site by leads
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Content Marketing
The content you'll create for the middle of the funnel is typically called a "lead magnet." This is usually a free (or very cheap) piece of content that you'll offer to your marketing persona in exchange for their contact information (e.g. email address or phone number.)
Content ideas:
E-book: 'The Essential Guide to Your Rights During Divorce' available for download after email signup.
Webinar: 'Understanding Child Custody Laws – What You Need to Know Before Your Consultation'
Blog post: '5 Common Misconceptions About Hiring a Divorce Lawyer'
Video series: 'Client Stories - How We Helped Families Navigate Divorce and Custody Issues'
Interactive quiz: 'Are You Prepared for Your Divorce?' that provides personalized results and tips.
Infographic: 'The Divorce Timeline - What to Expect at Each Stage'
What to measure:
Lead magnet downloads
Webinar registration rates
Engagement metrics on blog comments
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SEO
At the middle of the funnel, your marketing persona is likely specifically searching for information about the solutions to their problem (without looking into any specific product, yet.) These keywords are considered to have "higher intent" (aka, more valuable) than the ones at the top of the funnel, but they will have smaller search volumes.
Keyword ideas:
What to consider before hiring a divorce attorney
How child custody is determined in court
Benefits of mediation versus litigation in divorce
Questions to ask during your first consultation with a lawyer
Understanding the costs associated with divorce proceedings
Post-divorce financial planning tips
Child support guidelines and calculations
What to include in a custody agreement
Collaborative divorce: What you need to know
Legal pitfalls to avoid during divorce negotiations
What to measure:
Organic leads generated
Average session duration from organic traffic
Bounce rate on informational pages
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Paid Advertising
At the middle of the funnel, your paid advertising campaigns will zoom into people who are already aware of your brand somehow, but haven't yet become leads. "Remarketing" campaigns are great for this (although, you might also sometimes experiment with prospecting campaigns that try to convert strangers to leads right away.)
Target audience ideas:
[Prospecting] Facebook Ads: Users who have recently engaged with divorce-related content or groups.
[Remarketing] Google Ads: People who visited the landing page for the e-book but did not download it.
[Prospecting] YouTube Ads: Viewers who watch videos about divorce and family law topics.
[Remarketing] Facebook Ads: Users who watched at least 50% of the webinar video without registering.
[Prospecting] Google Ads: People searching for 'how to negotiate child custody'.
What to measure:
Cost per lead
Lead conversion rates from ads
Impressions on remarketing ads
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Social Media
The social media campaigns at this stage of the funnel are designed to get your marketing persona off of the social media channel and into your own platform (e.g. your website), where you can actually capture their contact information.
Social media campaign ideas:
Share tips from the e-book on social media to drive downloads.
Post client testimonials focusing on successful custody arrangements to build trust.
Host a Facebook Live session discussing common questions around divorce and custody.
Create a series of posts highlighting the benefits of mediation as a collaborative solution.
Engage with followers by asking them to share their biggest concerns regarding divorce.
What to measure:
Engagement rate on educational posts
Growth in webinar signups from social channels
Traffic driven to the website from organic posts
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Email Marketing
Email marketing is an often overlooked channel that's critical for the middle of the funnel. Email is a very effective way to reach your marketing persona directly. The most common mistake businesses make is underutilizing email in their marketing (you should think beyond just email newsletters.)
Email marketing campaign ideas:
Follow-up email to webinar participants with a summary and additional resources.
Nurture email sequence providing tips on post-divorce financial planning.
Email campaign promoting the e-book with key insights highlighted.
Monthly newsletter featuring client testimonials and updates on family law news.
Email reminders about upcoming webinars and events.
What to measure:
Open rates for follow-up emails
Click-through rates on resource links
Registration rates for upcoming webinars
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Marketing Experiments
For this stage of the funnel, your experiments will be designed to maximize the number of leads you get from your campaigns.
Experiment ideas:
A/B test different calls-to-action on blog post landing pages to increase downloads.
Experiment with different layouts for email newsletters to improve engagement.
Analyze user behavior on the e-book landing page to identify drop-off points.
Test varying lengths of follow-up sequences to determine optimal engagement.
Run split tests on webinar invitation emails focusing on subject lines.
What to measure:
Conversion rates for A/B tested elements
User engagement metrics across email campaigns
Drop-off rates on landing pages

Bottom of the Funnel

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Your Goal at the Bottom of the Funnel: Purchase
At the bottom of the funnel, your marketing persona already knows your product and is ready to make a purchase decision. They already have all the information they need. Your objective at this stage is to address purchasing objections and convince them to take that last step and become a paying customer.
Conversion rate from leads to clients
Average order value per client
Customer acquisition cost
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Content Marketing
The content you'll create for the bottom of the funnel is purposely design to get your marketing persona to purchase. You don't have to be afraid to be sales-y or about talking about your product directly.
Content ideas:
Case study: 'How Our Legal Team Helped a Client Achieve a Fair Divorce Settlement' showcasing real success stories.
Blog post: 'Questions to Ask During Your Initial Consultation: An Insider's Perspective' guiding potential clients before booking.
Video testimonial: A satisfied client sharing their experience with our firm and the outcomes achieved.
Webinar: 'Understanding Your Legal Fees and What to Expect in Your Case' addressing fee-related concerns directly.
FAQ guide: 'Tackling Common Objections to Hiring a Family Lawyer' providing clarity on typical concerns.
Email campaign: 'Last Chance to Book Your Consultation at a Special Rate!' creating urgency for consultations.
What to measure:
Number of consultations booked
Engagement rates on case studies
Click-through rates on conversion-focused emails
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SEO
At the bottom of the funnel, your marketing persona will be searching Google for information about your product (for example: reviews, pricing, features, etc), which is why you'll be optimizing for a lot of "branded" searches — these are searches that include your brand/product name.
Keyword ideas:
Best family law attorneys near me
Affordable divorce attorney options
Family law attorney reviews
Pros and cons of hiring a divorce lawyer
How to choose a family lawyer
Divorce lawyer pricing structures
What to ask your divorce attorney
Family law case success rates
Experienced divorce lawyers near me
Top-rated child custody attorneys
What to measure:
Lead conversion rate from organic traffic
Bounce rate on consultation pages
Keyword rankings for targeted service phrases
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Paid Advertising
At this stage of the funnel, you'll be running conversion campaigns to get purchases. These will be your highest revenue campaigns, where you will be keeping a close eye on your return on ad spend (ROAS.)
Target audience ideas:
[Prospecting] Facebook Ads: Women aged 30-45 who searched for affordable divorce solutions and family law services.
[Remarketing] Google Ads: Previous website visitors who viewed consultation pages but did not sign up.
[Prospecting] YouTube Ads: Viewers interested in videos regarding divorce tips and first steps to take.
[Remarketing] Facebook Ads: Users who interacted with client testimonial content but have not contacted the firm.
[Prospecting] Google Ads: Individuals searching for 'how to hire a divorce lawyer'.
What to measure:
Cost per acquired client
Return on ad spend (ROAS)
Click-through rate on remarketing ads
🚀 Help me execute this paid ads strategy
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Social Media
The bottom of the funnel campaigns will usually only make up a small minority of your social media content.
Social media campaign ideas:
Share success stories of past clients and their journey through the legal process.
Create a series of posts addressing common concerns about hiring a lawyer and how your firm overcomes them.
Host an Instagram Live Q&A focusing on client experiences and addressing final doubts before booking a consultation.
Post behind-the-scenes content of a successful client consultation session (with permission) to demystify the process.
Monitor social mentions and engage with users expressing hesitation about legal services, providing reassurance.
What to measure:
Conversions from social media inquiries
Engagement on client success posts
Traffic from social media to consultation pages
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Email Marketing
Email is perfectly tailored to run bottom of the funnel campaigns. After you've provided value to customers via your other email campaigns, you can run sales and promotional campaigns to get conversions.
Email marketing campaign ideas:
Follow-up emails to those who attended consultations, summarizing next steps and encouraging booking.
Special offer email targeting individuals nearing the end of the decision phase about hiring a lawyer.
Monthly newsletter featuring updates on family law, highlighting client success stories and testimonials.
Reminder emails about ongoing webinars or events related to family law that address current concerns.
Personalized emails offering a limited-time discount for retaining services within a specified period after initial consultation.
What to measure:
Response rate to follow-up emails
Appointment booking rate from email campaigns
Open rates on promotional offers
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Marketing Experiments
Your bottom-of-the-funnel experiments will have the objective of maximizing your profits. That could be by getting more first-time customers or increasing the amount of money you get from each customer on their first purchase.
Experiment ideas:
A/B test different landing page designs to see which format converts better for booking consultations.
Experiment with various call-to-action button placements on service pages to improve engagement.
Test different email subject lines for promotional offers to maximize open rates.
Run split tests comparing video testimonials versus written testimonials on landing pages.
Analyze consultation scheduling processes to identify drop-off points and adjust accordingly.
What to measure:
Conversion rates from landing pages
Engagement metrics from A/B tested campaigns
Drop-off rates at appointment scheduling stage

Retention

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Your Goal at the Retention Stage: Increase Lifetime Value
In the retention stage, your marketing persona is already a customer of your product. Your objective is to increase the value you can extract from them directly by generating repeat purchases, upsells, or reducing churn; or indirectly by improving brand image or promoting referrals.
Customer lifetime value
Churn rate
Net promoter score
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Content Marketing
The objective of the content you'll create at the retention stage is to keep your existing customers happy by providing ongoing value (even after purchasing.)
Content ideas:
Monthly performance update email outlining how they’ve benefited from your services and progress made in their case.
Client-centered blog post about post-divorce management strategies and resources available for support and well-being.
Exclusive client-only webinar: 'Continued Support and Resources After Your Case' focusing on empowerment post-case.
Personalized tips email series offering tailored advice for navigating life after divorce, addressing common challenges.
Surveys to gather feedback on services provided, includes queries about future needs or interests in additional services.
What to measure:
Email open rates
Engagement metrics on client blogs
Survey response rates
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SEO
At the bottom of the funnel, you'll want to make sure your marketing persona can find all the information she needs to get the most of your product (e.g. knowledge base articles), or to solve any problems that may arise (e.g. support/contact page.)
Keyword ideas:
Post-divorce self-care tips
Resources for navigating co-parenting effectively
Client success stories post-divorce
Financial planning for divorced individuals
Support groups for single parents
What to measure:
Organic traffic to retention-focused content
Keyword ranking for client-specific inquiries
Backlink acquisition to resource pages
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Paid Advertising
At this stage of the funnel, you might choose to be run campaigns promoting of new features, upgrades, or promotions.
Target audience ideas:
[Remarketing] Facebook Ads: Users who have completed their case but have not engaged with follow-up resources or services.
[Remarketing] Google Ads: Previous clients searching for post-divorce financial planning resources.
[Remarketing] YouTube Ads: People who watched videos on divorce topics to nurture ongoing relationships.
[Prospecting] Facebook Ads: Target audience who are in family law interest groups, showcasing continued partnerships with former clients.
[Remarketing] Google Ads: Individuals who interacted with past newsletters but haven’t taken any further action.
What to measure:
Return on ad spend (ROAS)
Engagement rates on remarketing ads
Click-through rate on client engagement campaigns
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Social Media
Retention campaigns on social media revolve around building a sense of community with your existing customers. You'll do a lot of monitoring of brand mentions on social media.
Social media campaign ideas:
Create themed posts around 'Life After Divorce: Tips and Strategies' series to foster connections with former clients.
Share testimonials from clients, focusing on their journey post-case and how your firm assisted in that transition.
Host a Q&A session on social media about navigating life after divorce, specifically tailored for previous clients.
Highlight community resources for divorced individuals on social media as value adds to past clients.
Engage with comments and monitor discussions regarding post-divorce experiences to provide real-time support and presence.
What to measure:
Engagement on retention-focused posts
Traffic driven to client resources
Mentions of brand in client discussions
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Email Marketing
Retention email campaigns will be a mix of educational emails (onboarding, activation, etc), transactional emails (reports, receipts, reminders, etc), and promotional emails (upgrades, upsells, etc.)
Email marketing campaign ideas:
Post-purchase thank you emails with links to helpful resources and forums.
Regular newsletters focusing on updates in family law and inspirational client success stories.
Reminder emails about annual check-ins for prior cases to discuss ongoing support or changes needed.
Exclusive offers for previous clients on additional services like will creation or estate planning.
Feedback request follow-up email to get insights on their experience and future needs.
What to measure:
Open rates for newsletters
Response rates to feedback requests
Engagement metrics on special offers
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Marketing Experiments
Your retention experiments will have the objective of maximizing lifetime value of existing customers.
Experiment ideas:
A/B test content layouts in newsletters focusing on post-case success stories vs. technical updates.
Experiment with different subject lines in emails targeting re-engagement of past clients.
Analyze email click-through rates to resources suggested post-case to enhance offerings.
Run split tests on webinar invitations focused on life after divorce to assess interest.
Test the effectiveness of personalized vs. generic emails in terms of client engagement after completing their case.
What to measure:
Engagement rates on email campaigns
Conversion rates from feedback surveys
Click-through rates on resource links

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