The Dos and Don’ts of Law Firm Email Newsletters

Last week we talked about how to measure the ROI of your email newsletters, and we included a helpful note about the importance of testing various elements to see if you can improve your ROI. If you’re feeling stuck and not sure what your email newsletters should include (or not), we’re here to help.

DO: Consider the design

It can be easy to pick out a basic template, drag and drop your content, and call it a day. BUT—if you take some time to design your newsletter to match the look and feel of your website to give a similar experience between the emails your audience receives and how they navigate your website. Try to incorporate the same colors, imagery, button style, etc. If your software doesn’t do that automatically, have a freelancer on Fiverr or Upwork design the HTML code for you.

DON’T: Worry about annoying your audience

Anyone who doesn’t want your newsletter to show up in their inbox can unsubscribe. It’s that simple.

Conversely, you’d be surprised at how many people on your contact list would be completely fine with you showing up in their inbox on a regular basis—especially if you’re providing value.

DO: Include relevant content

Your newsletter should contain a core piece of content—a blog or a video—where you address a common concern, question, or situation that your audience faces. This is what they’re looking to get from you: Your expertise!

DON’T: Include cookie recipes

You’re not a chef. Unless you’re widely known for your unique recipes that people are constantly raving about, LEAVE THEM OUT OF YOUR NEWSLETTER! The reality is that the time you (or your team) spent looking for a recipe to include in your newsletter could have been spent doing something else to move your marketing forward.

DO: Send it consistently

Consistency is key! You can do it monthly or every 2 weeks. But do it on the same day at the same time and build that expectation.

DON’T: Neglect the subject line

This is valuable real estate! Don’t waste it with something generic like “Smith Law Firm Newsletter August 2023.” That doesn’t compel people to open it!

Instead, make your subject line the title of the blog or video you included. This reminds people of your expertise and piques their interest to explore your email further.

Need help with your email newsletter? It’s one of our most effective services and helps our clients receive referrals and requests for repeat business on a regular basis. Book a call with our team today to learn more.

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Spotlight Branding

Spotlight Branding is a content marketing and branding firm for lawyers and other professionals. Our goal is to help you create an online presence that positions you as a credible expert in your field, keeps you connected with your network in order to stay top of mind and increase referrals, and to become more visible online so prospects can find you!