How to Write Effective Newsletters for Your Law Firm
Email newsletters are an effective marketing tool that law firms have used for years. When done right, a newsletter will help you:
- Reach your target audience
- Establish credibility
- Demonstrate expertise
- Attract leads
- Stay top-of-mind with potential clients and referrers
But to get the most out of your law firm’s newsletter, make every email count. Here’s how.
Provide Value
If you want your newsletter to have an impact, give your readers content that they’ll find interesting and valuable. That may seem obvious, but you’d be surprised how many law firms skip this step.
Consider:
- Useful articles on safety
- Quick tips and listicles
- FAQs
- Links to blogs or podcast episodes
- News related to your legal niche
- Updates about your firm
- Case studies
Whatever content you use, think about your audience and what THEY would find valuable or interesting.
Write a Catchy Subject Line
In the digital era, everyone is used to seeing emails from businesses and brands pop up in their inbox. Most of those emails end up in the trash without ever being opened. To make your law firm’s newsletter effective, stand out from the crowd. And that starts with a subject line that will immediately catch your readers’ attention.
Think like a headline writer for newspaper articles: Answer the reader’s question, “What’s in it for me if I take the time to read this article?” The same principle holds for email subject lines.
Just make sure that the newsletter’s content is related to the subject line and lives up to the hype. If prospects feel like you “tricked” them into opening a boring or irrelevant email, your subscriber list is bound to shrink.
Write in Plain English
As an attorney, you are very familiar with the language of the law. Your audience, on the other hand, probably isn’t. If your newsletter is a wall of legalese, they will likely click that little trash can icon before you can say indemnification.
When writing your email newsletter, write it in plain English, use layman’s terms, and avoid uncommon abbreviations and acronyms.
Keep It Short and Sweet
One of the most common mistakes when starting a newsletter is squeezing too much content into each email. You want to provide value, of course, but it can be easy to overdo it, ESPECIALLY for attorneys.
People are busy, and attention spans are growing shorter by the year. Keeping your newsletters lean increases the chances that prospects will check out what you have to say. Stick to one main topic per email, and present it as succinctly as possible.
When it comes to digital marketing, less is more.
Invite Readers to Contact the Firm
Always include a soft call-to-action in each email, inviting readers to reach out if they have any questions or comments. That way, you can help clear up any confusion and offer sound advice backed by years of legal experience. Plus, this could open the door to connecting with a potential client or referrer.
Can We Help Jumpstart Your Law Firm’s Newsletter?
Every firm can benefit by publishing a regular newsletter. But starting and maintaining a newsletter takes time, effort, 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 grow their practices through email and social media marketing. “You Should Know” is our monthly email newsletter, which we customize for your firm. Just contact us, and we’ll manage every step from start to finish, including:
- Designing your newsletter
- Writing valuable content for your firm
- Publishing every month without fail
- Strengthening your brand
…so you can focus on serving your clients.
Click here to learn more about our fully customizable e-newsletter service for trial attorneys.