Every Marketing Agency Said No — Until Opascope

A law firm specializing in immigration issues faced a unique problem attracting new clients.

“There’s not a lot of people out there who get 40% of their business through client referrals,” explained Marisa, the firm’s founder. “Other attorneys refer their clients to me, and they become my clients. But I didn’t have a real way of managing those referrals or cultivating new relationships.”

But this wasn’t the only challenge Marisa faced. She also had to find an agency that understood her problem and had an idea about how to help.

She took meeting after meeting with marketing firms — many of whom offered complete suites of lead generation tools — only to be told each time that they really didn’t have a solution for her company’s unique needs. If she wanted to solve the problem, she needed to find someone who could think beyond an off-the-shelf solution.

“There is definitely a shortage of this kind of help,” Marisa explained. “When I speak to most marketing firms, they already have a solution in place. If your problem fits their solution, then they can help you. But if you have a problem that doesn’t fit that solution, they can’t. When I would ask those firms about managing referrals, their answer was always ‘That’s not something that we can do.’ I got that answer from everyone until I talked to Opascope.”

The task was to build new relationships with attorneys and firms that could refer new business to Marisa’s firm. Opascope’s solution to build these relationships was an email campaign designed with lawyers in mind.

Credibility is everything in the legal world, and lawyers tend to know fluff when they see it. These emails showcased the firm’s deep understanding of immigration law, outlining common visa problems and explaining the ways the firm could help. It was an email campaign by a lawyer, for lawyers.

“Those emails gave people real information, and that helped them trust me,” Marisa said. “It told them that I’m someone who is educated and experienced enough to help their clients. There are not a lot of marketing people who have experience working with law firms, but Opascope understood exactly what I needed. It was incredibly well received.”

An email drip campaign is usually considered successful if it has an open rate of around 20% and a click-through rate (CTR) of 2-3%. By comparison, the firm’s highly targeted email campaigns regularly saw open rates of 40% with a CTR of 15%. These results came from cold leads and yet they generated an impressive 5% reply rate.

“I’d been reaching out to another lawyer — one of my business idols, and someone I really want to emulate — for like a year,” Marisa said. “I’d email or call his office just to try to get in touch. He never responded. But just last week, he responded to one of the campaign emails. I was floored by that. Whatever my messaging was to him didn’t work, but what Opascope suggested did the job.”