With Clio Grow, you can build and send high quality email campaigns to engage with leads and clients. Once enabled, email marketing is accessible to all users in your firm who has access to Clio Grow. You can use email marketing campaigns to curate emails that help your firm stay top of mind, convert leads to clients, and secure repeat business. The reporting features for email marketing can also help you understand how well your campaign performed, how recipients interact with your campaigns, and how much revenue you drive your from email campaigns.
Create an email marketing campaign
The email marketing campaign feature in Clio Grow guides you through every step of creating effective email campaigns. Depending on the nature of the campaign, you may need to return to the draft campaign more than once to modify and refine it. Clio Grow makes this easy by autosaving your campaign as you work. If you are collaborating with other Clio users on this campaign, make sure that you collaborate outside of Clio Grow to draft email copy, brainstorm subject lines, etc. By collaborating outside of the Clio Grow email campaign builder, you minimize the risk that users working on the same campaign accidentally overwrite others’ work.
- In Clio Grow, click the main Marketing tab.
- Click Create campaign.
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Select from one of the existing campaign objectives or click Create a custom campaign.
Tip: If you use Clio Manage in addition to Clio Grow, you can also explore the premade campaigns available to you. For each campaign, a relevant list of recipients and content have already been started for you. To get the most out of premade campaigns, make sure that you opt in to shared contacts.
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Optional: Click Edit name to update the campaign name.
Note: The campaign name is for internal use and will not appear on any sent campaign emails. It is used as the marketing source label that is added to a matter. In turn, this marketing source can then be used to track metrics and matter revenue attributed to the campaign. Learn more about marketing sources here. - Describe the campaign objective.
- If you are using one of the ready-to-use campaigns, you will not be able to change the objective.
You can curate your list of recipients to suit your needs using appropriate filters along with contact tags, contact types, and other recipient characteristics. Clio also helps you to protect your sender reputation by automatically removing recipients that are more likely to report your emails as spam. Clio may remove recipients to whom previous emails bounced or recipients that your firm did not formally engage with, for example, those with Did not Hire statuses. Note that latter scenario would not apply to certain campaign objectives that aim to revive lost opportunities. In addition, those that have unsubscribed from your emails on a previous campaign will also be removed from your list of recipients.
- Click the Recipients section to open expand it.
- Click Add filters for the Include or Exclude options based on how you want to filter recipients based on their characteristics.
- For available filter options and what they mean, refer to Understand filter options to select your recipients.
- Select from the available options in the drop down, then set the value(s) to filter upon.
- The number of contacts that meet the criteria of your filters will update as you add and remove filters.
- Optional: Repeat the steps above to add additional filters. To remove a filter or a value, click the x next to it.
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Optional: To manually remove a contact from the list of recipients, click View to see the list of your contacts, then click Remove in the row of the individual you want to remove.
Note: In your Recipients list you can toggle between the Included and Removed options to see the individuals in their respective lists. You can also continue to Remove or Include previously removed individuals from their respective lists. If you apply additional filters or remove filters with your Recipients list open, click Refresh to apply the filter changes to the list of contacts. Some recipients may appear in your Removed - When you are satisfied with your final list of contacts, click Next.
Make sure to keep your contacts’ email addresses up to date to reduce the risk of an email bouncing, which can happen when the email address no longer exists or the inbox is full due to it no longer being monitored. Higher bounce rates may impact your sender reputation and impact your campaign's effectiveness due to a lower delivery rate. You can refer to View campaign metrics to learn how to monitor relevant campaign metrics in the email marketing recipient report. Also, make sure that the content you plan to create is relevant to your list of contacts. Recipients may not find an email relevant if it is too broad, therby increasing the risk of it being labeled as spam.
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Add an email subject line.
Tip: A short and meaningful subject line with appropriate capitalization and punctuation are less likely to be marked as spam, as is a subject line that avoids misleading or sensationalized statements. A curated subject line minimizes the risk of your email being marked as spam, keeping your sender reputation intact and your deliverability rate high. - Create the body of the email. Provide information about how the email should address the contact.
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Greeting format: Use the Contact name options dropdown to select how the recipient will be addressed. When you select an option, the text that appears in brackets in the Greeting format is representative of your selection and acts as a placeholder for a recipient's details. You can edit text outside of the brackets. As an example, “Happy holidays, [First Name]!” would display as “Happy holidays, Gabriela!”
Note: To comply with anti-spam laws, your firm’s name and address in Clio Grow will automatically be added to emails along with the option for the recipient to unsubscribe from emails.When the subject line and content are ready, click Next.
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Optional, but recommended: Click Send test email > Send test email to preview what your email will look like to recipients and to review the subject line, greeting, email body, sign off, and the firm signature (firm name and address) for any issues or errors.
Note: Check your spam folder if you do not see the test email in your inbox. -
Once you are satisfied with the email, click Send email > Send email.
Important: This action cannot be undone. Only send the email when you are certain all aspects of the campaign have been reviewed.
Your email campaign will be sent to recipients in sequential batches over a short period.
If you encounter an error where you are unable to send your campaign, your ability to send emails through Clio Grow may have been temporarily suspended due to deliverability issues, such as an increase in spam complaints or high bounce/unsubscribe rates. This action is necessary to protect your sender reputation and ensure compliance with email best practices. You will still be able to send individual emails, such as forms, documents, or one-on-one messages with your contacts. To resolve this issue, schedule a call with Clio’s Marketing Team.
Edit or delete in-progress campaigns
Campaigns that have not yet been sent can be edited and/or deleted.
- In Clio Grow, go to the main Marketing tab.
- Click the name of the relevant campaign (with a Draft status), or click Actions > Edit.
- In Clio Grow, go to the main Marketing tab.
- For the the relevant campaign (with a Draft status) click Actions > Delete.
- Click Delete campaign to confirm the action.
Understand filter options to select your recipients
The following filter options are available to create a segment.
Contact tag is: Contact tags in Clio Grow provides the opportunity to add any identifier to your contacts. Learn more about creating Grow tags and adding them to contacts.
Contact type is: Contact types in Clio Grow allows you to distinguish between contacts who are leads, clients, or those who did not retain your services. Learn more about contact types.
Matter type is: Matter type in Clio Grow provides information about the practice area of the matter. Learn more about matter types in Clio Grow and how to create and manage matter types.
Matter status is: Matter status in Clio Grow provides a measure of the stage that a matter is in from its creation to conclusion. You may recognize these as the statuses in the Pipeline columns. Learn more about how to create and manage matter statuses in Clio Grow.
Form is pending since: When you send a form to a Clio Grow contact and before the contact fills and submits the form, it will be in a pending state. You can view all pending forms in Forms > Pending. This field allows you to filter contacts with pending forms based on the date the form was sent.
Document is pending since: When you send a document to a Clio Grow contact and before the contact fills and submits the form, it will be in a pending state. You can view all pending forms in Forms > Pending. This field allows you to filter contacts with pending forms based on the date the form was sent.
Practice area is: Practice area is information synced from Clio Manage. It provides information about the practice area of the matter. Learn more about matter types in Clio Manage and how to create and manage practice areas.
Matter close date is between: This field allows you to filter contacts based on the date that a matter status was set to Close.
Use AI to create your email copy
If you are not sure where to start with creating clear and engaging content that follows best practices for email marketing campaigns, you can use the AI feature to help you create the subject line, greeting, and body of the email (i.e., step 4 in Create an Email marketing campaign). Make sure that your recipients are added before using the AI feature so that the suggested content is tailored to the recipients.
- In the Content block, click Draft email.
- Optional: If you are not satisfied with the draft and want the AI to try again, click the regenerate icon (next to Drafted by AI).
- When you are generally satisfied with the AI-generated draft, click Insert email.
- This will populate the various fields in the Content blocks with the AI-generated text.
- Make any required adjustments to the Subject, Greeting format, Contact name options, and Body, then click Next.
- Proceed as you usually would with sending the email.
Manage campaigns
In the main Marketing tab, your Email campaigns table will show the status and key results of your campaigns. The table provides the following information about each campaign:
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Name: The campaign name.
- You can click on the campaign name of in-progress campaigns to continue editing the campaign and on the campaign name of sent campaigns to review campaign performance.
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Status: The status of the campaign
- For one of campaigns, you can see statuses of Draft, Sending…, Sent, or Failed.
- For ongoing campaigns, like birthday email campaigns, you can see statuses of Active and Pause.
- Date launched: The date and time the campaign was sent.
- Recipients: The number of contacts to whom the email was sent.
- Opens: The percentage of recipients who opened an email.
- Clicks: The percentage of delivered emails that were opened by the recipient.
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Actions: You’ll be able to take different actions and/or view additional information about each campaign depending on the Status of the campaign. Campaigns with Draft status can be edited or deleted, and campaigns that with a Sent status can be viewed or reviewed for their metrics. Click Actions for the relevant email campaign to access these options.
- Draft: A campaign in Draft status can be edited or deleted.
- Sending: A campaign is only temporarily in Sending status. You will have to wait for sending to complete before you can take any action.
- Sent: You can review a summary about any campaign with a Sent status, using the View campaign option in the Actions dropdown. Your campaign page will display the following information about your campaign performance. Primary subscribers and those with Admin permissions will also be able to view more details about each Sent campaign, using the View recipient report option in the Actions dropdown. Learn more about this report below.
- Active: Ongoing email campaigns that are active will have an option to Pause. You can also view metrics using the View campaign and View recipient report options.
- Pause: Ongoing email campaigns that are paused will have an option to Activate. You can also view metrics using the View campaign and View recipient report options.
View campaign metrics
Primary subscribers and those with Admin permissions can view summary metrics and the email marketing recipient report for each sent campaign to glean insight into the email delivery and recipient engagement with the email campaign. The email marketing recipient report provides per-recipient information about the number of emails that were opened and unopened, how each recipient interacted with the email (e.g., clicking links in the email), which recipients unsubscribed, and per-recipient emails that bounced or failed to send.
View summary metrics
To view a summary of the email marketing campaign:
- In Clio Grow, go to the main Marketing tab.
- Click the name of the relevant (sent) campaign, or click Actions, then select View campaign.
This view provides a summary of the key metrics of the campaign. The summary provides information about the total number of email sent, the delivery rate, open rate, click rate, unsubscribe rate, and the rate at which the email was reported as spam. Values are prominently displayed as percentages with absolute counts provided as smaller text.
- Total emails sent: The number of emails sent out in the campaign.
- Delivery: This value indicates the percentage/number of sent messages that successfully reached the recipient’s inbox.
- Opens: This value indicates the percentage/number of unique recipients who opened an email. If a recipient opens an email several times, this will only count as one open.
- Clicks: This value is a measure of recipient interaction with your email campaign. A recipient that interacts with your email (e.g., by clicking a link in your campaign) is counted as a unique click. A recipient that has several interactions with the email will still be counted as one unique click.
- Unsubscribes: This value indicates the percentage/number of recipients who unsubscribed.
- Reported as spam: This value indicates the percentage/number of recipients who reported this email as spam.
View detailed metrics
You can also view more detailed metrics in the recipient report, which includes recipient-specific details for a particular campaign:
- In Clio Grow, go to the main Marketing tab.
- For the relevant (sent) campaign, click Actions, then select View recipient report.
This report includes information about each contact to whom the report was sent.
- Contact: This column shows the name of the recipient. The table is sorted alphabetically by first name. You can click on a contact name to open a new tab with the contact’s details. Learn more about Clio Grow contacts here.
- Email sent to: This column displays the primary email address associated with the contact.
- Campaign source: This column shows the name of the campaign.
- Delivery: This column shows if the email was Delivered or if it Bounced (i.e., it could not be delivered due to issues such as a full email inbox or an email address that does not exist).
- Date sent: This columns shows the date that the email was sent.
- Opened: This column shows if the email was opened by the recipient.
- Clicked: This column shows if the recipient interacted with the email (e.g., by clicking on a link in the email).
- Unsubscribed: This column shows if the recipient unsubscribed. If they did, the columns will display as Unsubscribed, Otherwise it will be empty (-).
- Intake matters: The number of matters for the recipient that is in an intake state and where the matter’s most recent marketing source is the current email marketing campaign. Learn more about how marketing sources are assigned to matters.
- Hired matters: The number of matters for the recipient that is in a hired state and where the matter’s most recent marketing source is the current email marketing campaign. Learn more about how marketing sources are assigned to matters.
- Revenue: The revenue produced for this recipient as a result of the relevant email campaign.
Email campaigns as marketing sources
A set of rules determine if activities associated with a matter or revenue generated by a matter should be attributed to a particular email marketing campaign. If an email with a particular objective is opened by a recipient, and a particular event is logged in Clio Grow (e.g., a new matter is created for the recipient) within a set number of days of the email being opened, the email marketing campaign will be added to the matter as a marketing source.
To view the email marketing sources for any matter:
- In Clio Grow, click the main Matters tab.
- In the Matter name column, click the relevant matter.
The Marketing section in the left information panel of the matter will display the first and most recent marketing sources associated with the matter, as well as the total number of marketing sources associated with the matter. Learn how to view the full list of marketing sources here.
The following information provides details about the unique cases that you may see and the rules that determine how email marketing campaigns are added to matters.
- If you created a Hire prospective clients email campaign, generated revenue will be attributed to the email campaign if the following applies:
- The recipient opened the email and their existing matter (with a status of Intake) was updated within 7 days of the email being opened.
- If you created a Revive lost opportunities email campaign, generated revenue will be attributed to the email campaign if the following applies:
- The recipient opened the email and their existing matter (with a status of Did not hire) was updated within 30 days of the email being opened.
- If you created an Increase repeat business or Stay top of mind email campaign or you opted to Create a custom campaign, generated revenue will be attributed to the email campaign if the following applies:
- The recipient opened the email and a new matter was created within 30 days of the email being opened.
Add email campaigns for attribution
The rules that determine how email marketing campaign labels are added as marketing sources to matters can provide an overview of how matter revenue can be attributed to various email campaigns. You can still manually add, edit, or delete email marketing campaigns associated with a matter.
View sent marketing emails by contact
An email sent to a contact as part of a marketing campaign will be logged in the contact’s communications, unless the email failed to send or bounced.
- Click Contacts.
- Click the name of the contact.
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Click Communications.
Note: Emails sent via marketing campaign will appear in this tab and be labeled Marketing email.
Subscribe or unsubscribe a contact
- In Clio Grow, click Contacts.
- Click the name of the contact.
- Click Edit contact.
- In the Email addresses section, toggle Subscribed to email marketing on or off as necessary.
Activate a birthday campaign
To help your firm stay top of mind year-round, you can create and activate a birthday campaign that will send a congratulatory birthday emails to your contacts with dates of birth on file. Once you activate a birthday campaign, you cannot delete or edit it in order to preserve data about any emails that were already sent. If you want to change your birthday campaign you can pause your existing campaign and create a new campaign.
- In Clio Grow, click the main Marketing tab.
- Find the [X] contacts with birthdays, campaign from your pre-made campaigns.
- [X] will be a number indicating how many of your contacts have saved birth dates.
- Click Review and activate.
- Optional: Edit the campaign name.
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Optional: Modify the recipient list as needed.
Note: The initial recipient list includes every contact with a date of birth on file.- You can by add filters that would exclude certain individuals original list of contacts.
- You can manually including or excluding individuals by previewing your list and removing or re-including individuals from your original list of contacts.
- Optional: Edit the email content. Refer to step 4 in Create an Email marketing campaign for details.
- Once you have completed all details, click Activate campaign, then confirm this action by clicking Activate campaign again.
Once activated, this campaign will continue to send emails to recipients at 9:00 AM PDT on their birthday. To review the sent email, you can view the Email marketing recipient report for the birthday campaign.
You can also pause and reactivate the automated birthday email campaign. To pause the campaign:
- In Clio Grow, click the main Marketing tab.
- For the (active) campaign you want to pause, click Actions > Pause campaign.
- In the modal, click Pause campaign again to confirm.
To reactivate the campaign:
- In Clio Grow, click the main Marketing tab.
- For the campaign you want to pause, click Actions > Activate campaign.
- In the modal, click Activate campaign again to confirm.