Email marketing is one of the most effective digital marketing strategies available. It’s inexpensive and when done correctly, it’s more personal and noninvasive than any other marketing tactic.
Newsletters are one of the best email marketing strategies. They allow you to update your past, present, and potential clients about what’s happening within your firm. The problem, however, is that many newsletters miss the mark.
Many firms end up creating content that’s complex and goes right over the heads of most recipients. They read more like a legal document than a newsletter. If readers find the information boring or hard to understand, they stop reading. They don’t make it to the end of the newsletter, and they don’t click on any links or take any additional action. They may even unsubscribe.
A well done legal newsletter can be one of your firm’s most useful tools. It can help to increase your brand over time and increase trust with your recipients. It keeps you at the top of their minds so that they think of you when they need your services or know someone in need of a lawyer. Here are a few tips that can help you create an effective digital newsletter for your law firm.
1. Write Useful Content
When putting together a newsletter, keep your recipients in mind. Write content that they’ll find interesting and useful. If you’re stuck for ideas on what to write, consider starting with a frequently asked question. Use your newsletter to answer it, effectively providing a free educational resource.
Even if your client doesn’t benefit from the information directly, they may know someone who will. They may forward your newsletter to that individual, which spreads your name further and could help you gain another client.
Other potential content ideas to consider include:
- Sharing a funny story
- Creating a listicle
- Providing beneficial information about a recent legal situation
- Sharing changes in the law that may affect your clients
2. Avoid Legal Jargon
You want to keep your readers engaged. One way to achieve this is to make your newsletter easy to read. Writing a newsletter in the same way you prepare court documents could be boring and confusing. If they can’t understand what you’re trying to tell them, they’re very likely to delete the email, or worse, unsubscribe. Every newsletter should be clear, simple, straightforward, and easy-to-read.
3. Be Consistent
Confusing language is one reason why legal newsletters fail. Another reason is inconsistent publishing. If you don’t send them regularly, your recipients are more likely to forget about them. It could get lost in their inbox or deleted without ever being opened.
With so much on your plate already, staying focused and motivated to research, write, and put together a newsletter can be a challenging task. To turn it into an effective email marketing tool, consistency is key. While you don’t need to publish one every day, you should commit to a schedule. No matter if you decide to send it weekly, monthly, or quarterly, treat your newsletter schedule as you would a filing deadline.
4. Minimize Sales Pitches
You’re sending a newsletter to provide useful and interesting information to your past, present, and potential clients. Your recipients will be much more receptive to a regular email from your firm when it’s not trying to sell them anything directly. While a little sales hype may be effective from time to time, you don’t want to overdo it. The goal here is to educate and demonstrate your professional knowledge. There are plenty of other marketing tactics for sales pitches.
5. Invite Readers to Contact You
Finally, you might not be trying to sell yourself directly to your readers through your newsletter, but you should still ensure that your contact information is easy to find. If a recipient has additional questions or wants to find out more about your services, you want to ensure they can readily find your email and phone number.
Make yourself available and even go so far as to include a call to action that invites readers to reach out to you. After all, the goal of your newsletter is to attract more clients. What better way to do that than by making sure your readers know you’re ready and willing to talk with them?
Transform Your Newsletter into an Effective Marketing Tool
A well-written and well-designed email newsletter does more than provide your past, present, and potential clients with something to read. It provides them with beneficial and engaging information that keeps you at the top of their mind. They’re more likely to remember you when they need legal help or promote you to someone they know.
If you’re looking for help with your newsletter, or additional assistance marketing your law firm, contact Martindale-Avvo for more information.