8 Tips for Optimizing Your Law Firm’s Email Newsletter
The good news is that the success of a newsletter is never random. By taking the right steps, you can hone your approach and get better results. In this guide, we’re looking at eight tips for optimizing your law firm’s email newsletter.
1. Offer More Opt-in Opportunities
Growing your email list is key to building a successful newsletter. Of course, you can’t just start spamming your entire contacts list. Instead, create more opportunities for prospects to opt in on their own. This might include:
- Inviting clients and colleagues to subscribe
- Adding a subscription form to your website
- Advertising your newsletter on social media
- Offering a lead magnet for prospects who sign up
This will allow you to grow your audience ethically and organically.
2. Use Catchy Subject Lines
The subject line is the first thing most people will see when they get your emails. If the subject doesn’t catch their interest, they may toss your newsletter straight in the trash—unopened. First impressions are important.
Use the subject line to grab attention and give recipients a reason to open the email. (Just be careful not to use clickbait.)
3. Personalize Every Email
Personalization can go a long way to connecting with your audience. Even something as simple as starting each email with the recipient’s name can make a big difference. Most email automation platforms have an option for this..
4. Try a Reactivation Campaign
If your newsletter is held back by low open rates, consider launching a reactivation campaign. Reach out to dormant subscribers and encourage them to engage with your newsletter again. One of the best ways to do this is to ask them what they dislike about your newsletter and how you could improve it.
You don’t want to be too pushy, of course. The goal is to give subscribers a gentle nudge and remind them of the value your newsletter has to offer.
5. Use Visuals
Incorporating visuals into your digital marketing strategy is always a good idea. Adding photos and graphics to your emails will help you attract attention and make your newsletter more appealing to subscribers.
However, be careful not to go overboard with too many visuals. Images can take a while to load, especially on mobile devices. This could frustrate your audience and cause them to delete your emails unread.
6. Make Your Newsletter Mobile-Friendly
These days, more and more people check their emails on their phones. This means that an increasing number of emails are being opened—or deleted—on mobile. If you’re only thinking of how your newsletter looks on a desktop, you’re ignoring a major chunk of your audience.
When formatting your newsletter, always double-check that the design is mobile-friendly. This means both the presentation of the email and loading time. Make sure that the subject line and preview text are effective on mobile as well.
7. Use Clear Calls-to-Action
Many newsletters have poor open rates. Others get plenty of opens, but still don’t attract any responses or leads. If you’re dealing with the latter problem, the solution may be as simple as adding a clear call-to-action in every email.
Often, subscribers will hold back from sharing their questions or comments because they view a newsletter as a one-way monologue. By inviting readers to reach out with their questions or comments, you can start a conversation. This gives you an opportunity to provide more value, and could even lead to a new client or referrer.
8. A/B Test
Sometimes, the only way to find the right marketing style for your firm is to try several different approaches and see what works. You can A/B test a variety of factors, such as:
- Subject lines
- Preview text
- Visuals
- Color schemes
- Sending times
- Button placement
- Calls-to-action
Play around with slight variations and track the results. Remember to only test one change at a time, however. That way, if one version does better than another, you’ll know exactly what made the difference.
Are You Ready for Better Results from Your Law Firm’s Newsletter?
A newsletter is one of the best gifts you can give your law firm. However, running a successful email campaign takes time, energy, and patience. If you’d rather let someone else handle the headaches, we can help.
At Let America Know, we give attorneys across the nation the support they need to achieve growth through email and social media marketing. We manage a monthly email newsletter, “You Should Know,” which we customize for every firm we work with.
Just contact us, and we can:
- Design a catchy, stylish newsletter for your firm
- Write valuable content to engage your prospects
- Publish a fresh newsletter every month
- Raise visibility for your brand
That way, you can focus on doing what you do best: serving your clients.
Learn more about our fully customizable e-newsletter service for trial attorneys.