10 Responses

  • Hi Taylor,

    Thanks for pointing out the obvious! It is important to write newsletters from law firms to an audience that is not familiar with all the legal jargon or legal knowledge specific to your firm. Keeping up with the newsletters is so important! I have received one newsletter from business which comes out to be great, but then no other newsletters, so I am left wondering if I have missed them or they just gave up. Either way, it isn’t a good way to leave an audience. Keeping newsletters short and concise is also important, because not everybody is going to spend their entire time reading a really long article in a newsletter, as they want to get to the rest of it if they are even interested in the newsletter in the first place, so do not lose their attention when you’ve already got it.

  • This was a well done post, and without a doubt, many law firms could benefit from this advice. In my home state of Florida, it seems that we are bombarded by legal ads on billboards, TV, and wraps done on nearly every city bus.
    As you explained in this article, a well-done email newsletter can be very impactful, and a great opportunity for your firm’s attorneys to showcase their knowledge on topics that your recipients may be interested in and possibly seeking some legal counsel for sometime in the future.

  • Law firm’s newsletters should be frequent and very informational because their clients may be looking for answers to the problem they are having. You gave some good information on newsletters for law firms and how they should be consistent.

  • I am a big fan of quarterly newsletters. I believe quarterly is not too frequent but is frequent enough to gain interest. I believe that newsletters from law offices should inform and educate the reader, which would keep me interested in the law office, and I would be more likely to share it with others. It defiantly needs to be in easy-to-understand language; I can not stand when I start seeing specific law numbers without explaining what the law entails. If it isn’t easy to understand, I’m just going to delete it and move on. Consistency being a key to newsletters is not something I have thought about before, but I see where that would matter. I get a newsletter from an association I am part of, and I look forward to reading them. They are short, colorful, and relays the information I need. While I am not in law, I can see how this could benefit all types of marketing.

  • This is some good advice, offering a free consultation in the email, can also go a long way. Be sure to let them know that they can pass the email on to someone else they know that may need it.

    You were so right about the language used, as some legal e’s fly right over the heads of some people and it makes it say to hit the delete button.

    I tend to read more from testimonials myself so that was a great thing to point out. People can usually relate them to events with them or friends.

  • As someone who has worked in a law firm and written many a newsletter, I think these tips are good guidelines. However, being clear. concise, and organized is not enough. One of the most important qualities a law firm can have is relatability. Many potential clients hesitate to hire lawyers because it is such a daunting task. Showing your clients that you have real human beings working for you who can relate to you on a more personal level will be the difference between someone choosing you over a competitor. You can highlight these qualities in your newsletters by using employee of the month blurbs and empathetic language. People are more likely to come to you for help if they see a smiling face.

  • I think that many people who are in certain professions sometimes forget that their terms they use at work are complete jargon to someone who isn’t as versed as they are. Consistency is absolutely key when creating newsletters for clients. It is always good to make sure that content is relevant, clean, and catchy. I do agree that client testimonials are necessary when selling to potential clients. Many consumers like to read how you were successful and what you can do for them. I would also recommend staying with the trends of what is catching the eyes of consumers but be careful of being cheesy. Great advice all around! Thank you so much!

  • I never really considered an email marketing strategy for law firms simply because most people aren’t looking to hear from a lawyer unless they really need one. However, the suggestions in this post have made me think that maybe getting some cool videos or compelling content with statistics could be an interesting read.

    I would add that any law firm that is sending email campaigns better work hard on those subject lines if they want to prosper from the open and click rates.

  • Speaking as a marketing professional and JD, I’m glad to see someone else shares this thought process!

    Lawyers have always had to deal with extra precautions in advertising their services, so the prospect of taking on a new medium like email can be daunting.

    But what you’ve laid out here – testimonials, short videos, newsworthy items -those are all pretty approachable pieces of content that law firms naturally generate as part of other marketing initiatives. It’s all about the MVP’s – minimum viable content pieces.

    And, of course, the real point of the email is to remind your audience to keep in touch.

    Great work!

  • Excellent explanation on how to run a successful email campaign for law firms. Email newsletters are most beneficial for me, where I can ultimately have a one-on-one conversation with a law firm client via email. I try to avoid auto-answers as much as possible since I despise receiving automated responses myself!

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