Well when it comes to tracking the value of doing an email newsletter for your firm there are certain statistics that you’re able to track with a lot of the email platforms that you might use for such a campaign. You can actually know things like how many people actually open my email newsletter, if there was a link inside if it’s a click or a video to watch, how many people actually clicked on those different things so that can be nice data to have to try and get an idea of who’s actually opening it, what are they actually doing, are they actually clicking on it or engaging the content that’s in there so that is one way that you can track it statistically.
The other value is kind of to remember that Marketing 101, especially when it comes to referrals, is staying top-of-mind, staying connected, reinforcing your expertise; your email newsletter or email marketing give you a chance to do that. So another aspect to actually track or another metric to track within your firm is actually referrals. Over a period of time it’s pretty reasonable to expect that your referrals will go up over time because your newsletter is another tool that you can be using to stay connected and top-of-mind and that typically does result in more referrals.
So I would take a look at referrals internally and I would also pay attention to the statistics on your email newsletter just so you can know what’s working and what’s not.
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