4 Key Strategies for Your Law Firm’s E-Newsletter

August 9, 2016
Marc Cerniglia

Having an email newsletter for your law firm is one of the most foundational pieces of your marketing. It keeps you in touch with everyone you know, and can help with referrals, continuing relationships, and creating new opportunities.

There are some simple strategies that can help make sure you are sending out the most effective e-newsletter. Here are 4 strategies, particularly when it comes to the content of your e-newsletter, that we know will result in an effective law firm email newsletter.

Keep It Short

Email newsletters are not the same as printed newsletters. Printed newsletters are expected to have some length to them…maybe be a couple pages. An e-newsletter lives within someone’s email inbox, thus, there are no “pages.” People are unlikely to scroll very far, let along digest a ton of content. Try to limit your e-newsletter to the most important content. Keep in mind if you have something long to share, post it on your website and then just link to it from your e-newsletter.

Feature Practical and Helpful Content

Too often I see e-newsletters with useless content. Your e-newsletter needs to ultimately be a tool that helps you grow your firm. It should feature content that helps your audience, but is also related to what you do. For example, putting a cookie recipe in your e-newsletter does nothing to help your firm. However, including a blog that is related to how you help people, or a Video FAQ, is something that is both valuable to the recipient, and also serves your marketing needs.

Include a Personal Touch

Make sure people remember that there are humans behind your law firm. We like to include a personal introduction in each of our client’s e-newsletters. The introduction thanks them for reading your e-newsletter, and reminds them how they can refer to you should they know someone who needs your help. If you have any news or announcements from the firm, this is a great place to put that.

Choose a Subject Line that Works, Even if they Don’t Open It

It is a statistical reality that the majority of your email list will actually not open your e-newsletter. First of all, don’t be discouraged.  The people that do open it are still enough to make it worthwhile. However, the subject line of an email is something people see, even if they don’t open your email. Our strategy is to take the title of whatever blog is featured in the email newsletter, and use that as the subject line. This way, everyone at least sees the blog title (and our blog titles are written in a way that makes it clear what you do, just from the blog title alone). This way everyone who gets your email newsletter is reminded of what you do, even if they don’t open the email.

If you would like to see a visual example of these strategies, check out this page (and click the examples). If you need assistance executing these strategies, don’t hesitate to contact us.

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Marc Cerniglia

Marc is a founding Partner at Spotlight Branding, an internet marketing and branding firm for lawyers. He is passionate about helping lawyers understand the truths and myths about internet marketing, and educating them on how to get the most out of their marketing efforts.