Why Should Your Law Firm Send Email Newsletters?

On social media, the likelihood someone sees your post is 2.6%.

That’s not a lot…

You may have crafted the most amazing social media post, but social media inherently has a very short life cycle.

Let’s compare that with another marketing medium that many law firms overlook…

Email marketing.

For law firms specifically, the likelihood someone opens your email newsletter is around 21% on average.

Your audience is much more likely to see and read your content if it comes via email, directly to their inbox, rather than show up on a never-ending noisy news feed.

Related: Email Marketing Guide for Lawyers

Law firms are increasingly using email marketing, not to directly solicit business, but as a way to build awareness for their services.

With email marketing, you can both go after new business, while also getting more awareness to generate more business in the future.

Why Use Email Marketing for Law Firms?

Email marketing helps you stay “top-of-mind” with your audience.

On your email list, you will likely have colleagues, current and former clients, and other referral sources.

While they may not all need a lawyer in your practice area, they may know people who do. And, your email newsletters can serve as a periodic reminder that you are a skilled lawyer with specific relevant experience, and that you can help them out.

Related: Email Marketing for Law Firms

If you have been doing a lot of networking, having coffee, lunches, dinners, and outings with colleagues, you know that not everyone has a potential case for you all the time. That’s why you need to meet up frequently, to stay top-of-mind with them. But, of course, these outings and events can be particularly time-consuming. Especially if they are one-to-one meetings.

Email marketing lets you get in front of all of your contacts at once. It’s a much more effective use of time, with the ability to still provide meaningful results.

What Should You Email About?

When it comes to newsletters, firms are often unsure what they should include.

Here are some recommendations:

  • Recent wins at the firm
  • Recent awards
  • Things the firm is working on
  • Community service
  • A write-up about relevant practice area content (e.g. “Avoiding a DUI this Labor Day”)

The content you include in your newsletters does not need to be groundbreaking.

The goal is to provide helpful information and demonstrate your expertise. You are doing this to stay top-of-mind with your readers so they are confident that if they have a referral they would be in good hands if they sent business your way.

Showing off your recent wins, or even sharing relevant information about your practice area, can be extremely helpful. It can also get those ol’ gears turning for your subscribers. For example, recently the EU GDPR came out. For businesses, it was a very big deal. But, not everyone know it would affect them. Some businesses were unaware. Others assumed it would not affect them. So, many enterprising law firms took to their blogs and newsletters to inform and educate their subscribers that businesses needed to do something about GDPR compliance, listing reasons why. Following that, subscribers either recognized that they could be affected and needed to take action by reaching out to a law firm for help; or, they forwarded these emails to colleagues who might find the information relevant. Ultimately, just by sending an email with some information to clients, it helped these firms generate more business.

Related: Email Marketing Software for Lawyers

After sharing this type of content, you might be surprised to find out how effective email marketing can be to engage with your contacts and generate more business.

Andrew Cabasso
About the Author: Andrew Cabasso
Andrew Cabasso is a practicing attorney and VP of Web Services at Uptime Legal where he runs JurisPage, an Internet Marketing firm specializing in online presence solutions for law firms including website design, SEO, and search marketing. He has given many lectures and CLEs on website design and Internet marketing to legal professionals. He is the author of Search Engine Optimization for Lawyers and The Complete Guide to Attorney PPC. Follow Andrew on LinkedIn, Google+, or Twitter.

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