Did you know that 82% of internet goers actually open marketing e-mails, and 53% of businesses plan to sink more money into e-mail marketing next year? The popularity of digital campaigns is soaring, and with good reason. Law firms can take advantage of this success to transform traditional newsletters. Legal newsletters can be converted to .pdf files, or utilize RSS technology, like Flipboard, to create page-by-page spreads. How are law firm newsletters transitioning online?
Keep the Audience in Mind
Digital newsletters, including lawyer newsletters, are especially popular, and effective, among current clients. The trouble is when opening a newsletter lawyer clientele, and fellow lawyers, expect different things. On top of that, current client expectations are not the same as prospective, or new, client expectations. The best solution to this is to create several, targeted newsletters.
When putting out targeted newsletters, keep audience in mind at all times. For clients, remember to keep language simple and straightforward, avoiding legal jargon whenever possible. Also, keep in mind what readers will respond to best. About.com advises “educating readers and demonstrating expertise draws more clients than a never-ending sales pitch.” When scripting business-to-business newsletters, however, taking a different tack will be much more successful. Other lawyers will be best served by discussing the latest laws, and important, precedence-setting cases.
Write in Newsletter Format
It may seem straightforward, but the number of businesses who write e-newsletters in the same format as e-mails, presentations, etc. is alarming. Even in digital form, newsletters should retain their unique form in order to be most effective. When writing a newsletter law firms need to keep elements, like color and contrast, in mind. Newsletters are unique, and easily distinguishable from e-mails, because they are meant to be visually appealing. Make sure your company newsletter, and its e-format, do not lose interest with standard, block-y text, and underwhelming visuals.
When producing a newsletter lawyers have a lot to keep in mind. Newsletters, especially new digital formats, need to be tailored to specific audiences, and these new formats need to be just as visually masterful, and exciting.