Email marketing can be a cost-effective law firm marketing strategy. Yet some lawyers seem to shy away from publishing a regular newsletter because they fear they won’t know what to say or they’ll run out of content soon after they start publishing. If you fall into this category, keep in mind, you know far more than you think you do. Most people have little understanding of the law and how it impacts their business, so any tidbits of information you can offer in plain English will be welcomed.
The best law firm newsletters are a combination of 1) tips and explanations mixed with 2) your opinion/commentary of how recent events/court decisions will affect your clients’ business. Here are some law firm email marketing tips for generating newsletter content:
- Your Clients – What are frequently asked questions you’re asked by clients? What topics are most relevant to your client’s business? Your newsletter should focus around their main concerns, so be sure to ask for feedback, comments, and suggestions with each newsletter. When you meet with clients, ask if they read your newsletter and what they thought. What would they like to see in the next issue?
- Industry news – Write about new laws that have been passed recently and what this new law now means for your clients. You can also voice your opinion about upcoming cases, what you predict the outcome to be, and what it means to your clients either way. You can comment on ongoing legislation in Congress and how it might affect your clients’ business.
- Opinions – what have other Attorneys, Legal Publications, or the Press said about specific issues and do you agree/disagree? Why?
- International focus – Are your clients unfamiliar with specific procedures, particularly if they are doing business in foreign countries? How to procedures differ? How is, for instance, intellectual property law different in the US vs. other countries? How can this impact their business?
- Explanatory articles – How do specific laws affect your client’s business? What are common methods of mitigating risk, what do they need to know to be prepared, and when should they call their attorney if something does happen?
- Case histories – Write up an explanation of a current client problem, the legal issues at stake, and what you did to address/solve the problem.
- Promote seminars – If you’ll be speaking at an event, use your newsletter to announce the date, location and topic. Give them a previous of what you’ll address and how they’ll benefit by attending.
- Publications – Inform your readers about any new publications, white papers, and articles your firm has recently published.
- Events – Announce recent firm events such as new attorneys or new clients.
- Community events – Write about events your firm will be taking part in and/or sponsoring that benefit the community, a charity, or a nonprofit (pro bono work).