Email Marketing for Lawyers

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Email marketing continues to be a tried and true method for most businesses to reach current and potential clients. But for small law firms, planning, creating and executing an email marketing campaign is easier said than done.
At Smokeball, we think all small law firm owners should make it a point to become proficient at communicating with current and potential clients through email marketing. And once your first email sends, knowing what metrics indicate success and how to improve your campaigns is just as important.

To help master this necessary skill, Smokeball is hosting an Email Marketing for Lawyers webinar on Thursday, June 25th at 1:00 pm CST. If you can’t make it, don’t worry–we’re giving you a quick preview of what an effective email newsletter looks like and discussing how to go about creating one right here on Law in Order.

Creating a Monthly Email Newsletter

Before building your newsletter, it’s important to know what separates a good email from a great one. The best newsletters are:

  • Short. They read like a story and provide helpful information to your reader in a succinct way.
  • Packed with a punch from the start. Using a strong, catchy subject line will motivate people to open your email instead of sending it to the Trash folder.
  • Designed well. If your newsletter design template hasn’t been updated in some time, consider fixing that ASAP. Readers are more apt to continue opening your emails if the design is modern and clean.
  • Full of photos and links back to your website. You want to inform your readers, but also drive them back to your website. Link any relevant information, like blog posts or helpful web pages inside the newsletter content.

Additionally, strong monthly newsletters are often divided into content sections, featuring an introduction, 2-4 sections in the body of the email and a sidebar with clickable calls-to-action. When deciding which sections to incorporate into your law firm’s monthly newsletter, take stock of what content you have available. Sections featuring practice area news, blog posts, press and company updates are all great options to get your firm’s newsletter started.

Writing Your Email Newsletter

Now you’re ready to begin drafting your newsletter. If you’ve never done this before, it may seem challenging, so beginning with an outline will help organize your thoughts.

Once you’re happy with the outline, use it to begin fully building out the content in each section. Then, add in the appropriate photos and links, and you’re ready to send your email. Prior to deploying to your entire contact list, send a few test emails to yourself first to make sure the formatting, spelling and grammar are correct.

By | June 23rd, 2015|

About the Author:

For years, Josh has helped lawyers become more organized, productive, and profitable. A trained litigator, Josh came to Smokeball from a large east-coast law firm where his practice focused on franchise, insurance, marine, and general litigation. His work with Smokeball, and his continued passion for what he does each day, is driven by a desire to help lawyers and their staff do better in every way. Knowing well the stress and strain put on today’s legal professional, he regularly focuses on improving work and life in the law. He has traveled the country working with and learning from lawyers and their staff. Josh speaks regularly to bar associations about successful law firm practices and other legal topics. Recent notable engagements have been with the Chicago Bar Association, the Illinois State Bar Association, and the Missouri Bar’s Solo and Small Firm Conference. In addition to his work at Smokeball, Josh serves on the Writing Resource Center staff at The John Marshall Law School. Besides legal technology, his research interests include judicial decision-making, jury decision-making and psychology, and legal writing. He has written and overseen research exploring causal effects of sex/gender on federal appellate court decision-making, and assisted with research for a forthcoming textbook on judicial decision-making. Josh holds his J.D., cum laude, from Washington University in St. Louis, where he served as a Senior Editor of the Wash. U. Law Review, held the prestigious Thompson Coburn Research Fellowship, served as Research Assistant to then-Vice-Dean (now Chancellor) Andrew D. Martin, and clerked at the U.S. District Court for the Eastern District of Missouri. He holds a B.A. in Political Science and a B.M. in Music Performance with Honors Scholar distinction from the University of Connecticut, making him a Huskies basketball fan through and through. Follow Josh’s activity on LinkedIn, and keep up with new articles on the Smokeball Blog.

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