Command Center: Setting Up Automated Email Drip Campaigns to Increase Lead Conversion

Law Ruler Software includes a powerful Email Drip Campaign feature that will allow you to design your own custom emails to automatically follow-up with leads based on your settings.  For ease of use, we have included several email drip campaign templates for your use so you are ready to go out-of-the-box.  Email Drip Campaigns (Also known as Email Marketing Campaigns) have been found to significantly increase a firm’s lead-to-case conversion ratio, and are suggested for all Law Ruler clients.  It is a powerful feature to have Law Ruler Software email and follow up with each of your potential clients to nudge them forward automatically.

1. Let’s start by going to the Command Center - Marketing Campaigns management screen. Click on the “Settings” blue menu as shown below, and scroll down to “Email Marketing Campaigns” as shown below.
2. First, for cosmetic appeal, you may include your law firm’s logo inside each email with the Mail Merge short code of: {firmlogo}
3. You may also include marketing materials in DOC/DOCX/DOT/PDF Format that can be attached to emails that are sent out automatically. However, emails with attachments can be marked as spam automatically and generally yield a lower response rate.

Please Note:  Uploading a Company Header/Firm Logo, or attachment is OPTIONAL.

1. Next, please choose the Campaign that you would like to edit.
2. Select the Case Type(s) that you would like to trigger this campaign.
3. Please make sure the "Turn this Campaign On/Off" checkbox is selected for any active email drip campaigns. If you want to turn an email drip campaign off, then uncheck the “Turn this Campaign On/Off” check box.
4. You will need to enter an “Campaign Template Name” for each of your Email Drip Campaign templates. This “Campaign Template Name” is for internal firm use only and will never appear on any lead/client communications.  In the example below, the “Campaign Template Name” is “Welcome Email.”
5. Please select a specific “Status” or Multiple “Statuses” that will determine when this campaign is sent out.
6. Please select the time or times, when this template will automatically send to each new lead. Example:  1 Hours After a Lead is Created will send the email 1 Hour after the Lead is Created in Law Ruler.

Please Note:  The amount of time when Law Ruler Software sends the email starts ticking after a lead is created, thus, “Sent on the 1 Day” will automatically send the “Welcome Email” template to every new lead exactly 1 Day (24 Hours) after they are created as a new lead in Law Ruler.

7. Please make sure you press the “Update” button to save your work after you edit each Campaign. The “Update” button is located below each template.
8. Also, you may use the built in formatting bar to add any color, alignment, indents, hyperlinks, graphics, or anything else that you would like to add to each template.

The Email Drip Campaign feature is powered by a series of easy-to-use Mail Merge “Short Codes” that Automatically Fill-In all of the important information into each drip email, such as the lead’s name, address, phone number, email address, and Type of Case.  Also, the firm’s name, address, phone number, fax number, and email address can be auto-filled with our easy-to-use “Short Codes.”

Please Note: The complete list of “Short Codes” appear in the Campaigns Settings screen if you scroll to the bottom, but is included here also for easy reference.  You may use these “Short Codes” to customize each Email Drip Campaign with ease.

To use “Short Codes,” all you have to do is copy and paste each code into a campaign template, and it will automatically fill in the specified information, if it exists in Law Ruler, or will appear blank if there is no information entered for this value in Law Ruler. 

Important Note:  All Short codes require exact same CASE as shown

Example:  For the Short Code of “<<Lead First Name>>” :

It would be used this way:  Dear <<Lead First Name>>,

If the lead’s name is George Washington, then this will be how the email they receive from Law Ruler will appear if you set it up this way:

Dear George Washington,

Complete List of Short Codes in Law Ruler Intake Software

Short Codes