Law Firm E-Newsletters

For Client Development

The Benefits of Using an E-Newsletter Company

Attorneys considering e-newsletters can choose between using an e-newsletter company (such as Constant Contact or Mail Chimp) or sending a mas e-mail. The benefits of an e-newsletter company over a mass e-mail are the following:

Ease of Creation
E-newsletters can be formatted much easier (and look much better) than e-mails, which are difficult to format well.

Legal Compliance
Most e-newsletter programs automatically provide for opt-outs for legal compliance.

Statistics
Unlike e-mails, e-newsletters provide valuable information about opens, forwards, undeliverables, and clicked links. This information can be used to learn what content is seen as helpful.

Better Delivery
ISPs have controls in place to stop mass e-mails from being sent or received. Reputable e-newsletter companies have taken significant steps to be “whitelisted” with virtually all major ISPs. This ensures that there will be a much higher probability that your e-mail will be delivered.

Getting Started – The Keys for

Effective E-Newsletters

Step 1 Choose an E-Newsletter Company

We work with Constant Contact, Mail Chimp, and other leading e-newsletter providers.

Step 2 Create or Upload Your List

We can help create or upload your distribution lists in the format required by your e-newsletter company.

Step 3 Prepare Your Template

Templates can be easily created using pre-formatted templates or using a custom template.

Step 4 – Create & Send e-Newsletters

We help law firms write and distribute e-newsletters.

After an e-newsletter has been sent sending, it’s important to look at the statistics generated, including bounced (undelivered) e-newsletters, unopened e-newsletters, forwards, and links clicked. These can be used to updated distribution lists, and to better develop future e-newsletters.

Creating Effective Law Firm E-Newsletters

E-newsletters must provide relevant or helpful content; otherwise, subscribers will begin opting out. The keys for effective e-newsletters are:

They should be short. An e-newsletter should not take more than about 15 seconds to read.
They should provide links to website articles, blog postings, case studies, infographics, or other content for more information.
They should contain compelling topics around information relative to your clients. Example – “Read how the Smith case will affect mandatory arbitration clauses for Arizona employers.” The title of the link should be compelling enough for users to click to your page – don’t try to provide a detailed summary in the e-newsletter.

Staying in Contact with Clients and Potential Referral Sources

Weekly, monthly, or quarterly e-Newsletters can be sent to clients, friends, and acquaintances to keep your firm “top-of-mind” should they, or their friends or acquaintances, have a need for your firm’s services.

Esquire Interactive is a proud partner with Constant Contact. We also develop e-newsletters for law firms on Mail Chimp, and can work with other providers, if desired. Both Constant Contact and Mail Chimp provide effective and inexpensive e-newsletter solutions to keep clients and other informed.