The value of an effective e-newsletter for law firms

An e-newsletter for law firms is an effective way for your firm to be kept top of mind by your clients and referrers. An e-newsletter should be one of the central elements of your law firm’s marketing strategy, second only to your law firm website. It is a simple and cost effective means of marketing to the people most likely to consider your firm – the people who already know and trust you.

Many of our clients tell us that their business has grown since starting a regular e-newsletter. We’d love you to share in that success. So here’s an outline of the value an effective e-newsletter can bring to your law firm.

Targeted marketing that works

You want to spend your marketing budget and efforts where you can enjoy the most success. E-newsletters help you do just that. By developing a database of contacts to send your newsletter to, you are investing in an audience already interested in hearing about your firm. Communicating regularly with people who know and trust you is an effective way of securing repeat clients and referrals. It can also protect your business from client leakage by maintaining contact with and providing valuable information to past and current clients, making them less likely to turn to your competitors.

E-newsletters can also be used effectively in targeting segments of your contact database. Are you looking to build up an area of your practice? Do you have clients who would appreciate some in-depth analysis on a particular topic? A targeted newsletter can reach the most receptive audience with information that is valuable to them. And sending an e-newsletter allows you to easily track the responsiveness of readers, demonstrating your marketing at work.

Save time and money with an e-newsletter

E-newsletters for law firms are a simple and cost effective marketing solution. No more stamps, envelopes or even the PDF newsletter sent to your entire Outlook contact list. An e-newsletter is the professional alternative that delivers a personalised copy of your newsletter to the desired recipients. This saves you time and money in administrative and stationery costs, not to mention the price of stamps. And instead of getting lost in your would-be reader’s in-tray, your newsletter arrives with a friendly, personalised greeting in their inbox. Even if they only read the subject line, they’ve read your name and know you’re still there.

Marketing to your existing clients is 6 to 10 times cheaper than advertising to total strangers. And it produces measurable results. Unlike the ‘How did you hear about us?’ survey when someone rings your firm, e-newsletter delivery technology can help you see what is working and what isn’t. At Lift Legal, all of our e-newsletter clients receive a report providing feedback on each newsletter. You can see who has opened your newsletter and the articles they clicked to read. This valuable insight lets you see your success and find opportunities to follow up with contacts and leads.

How to get the most out of your firm’s e-newsletter

There are a few simple steps you can take to ensure that your e-newsletter is as effective as possible.

Make sure that your contact database is up to date. You should update contact details as you receive them so that your database is always current. Check your delivery service for any undelivered or unopened newsletters. Having old data in your database will inhibit your e-newsletter’s effectiveness. Regular database reviews can help to combat this.

Review your delivery service analytics to identify areas of improvement. The tools commonly available through e-newsletter delivery services can help you find the best day, time and frequency for sending your newsletter. You can also explore the effectiveness of sending a reminder to people who haven’t opened your newsletter yet. It is worth reviewing this regularly to optimize the impact your newsletter is having.

Write content that your readers find valuable and helpful. If your newsletter addresses topics that matter to your audience in a useful and accessible way, people will want to keep reading. Generally, people don’t want to read a detailed analysis of the latest High Court decision. It’s much better to show you can apply the law to everyday situations and demonstrate your expertise using plain English. Of course, if you’d rather save yourself the time, we’d be happy to write your e-newsletter content for you. We have a team of experienced lawyers with a marketing flair ready to write valuable content for your next e-newsletter.

With the value of an effective e-newsletter just waiting to be tapped, we hope you will soon be enjoying the benefits. If you have any questions or want to know more about Lift Legal’s marketing services for law firms, we’d love to hear from you.

About the author
Peter Heazlewood

Peter Heazlewood

Peter Heazlewood is a management and marketing consultant, he specialises in helping law firms develop their practices using business planning marketing and performance reporting techniques refined in his own successful law firm. Peter lives in Sydney with his wife and is the father of five adult children.
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