Email marketing should be a central part of your law firm’s marketing strategy because it provides a direct line to your target audiences. A regular newsletter is a great way for your business to capture new business and keep old customers in mind. However, not all newsletters are created equal. Your law firm newsletter should strive to provide valuable content and keep your audience up to date. To stay impactful and ensure readers come back for more, we encourage lawyers to be creative and constantly test new content ideas.
14 Law Firm Newsletter Ideas to Try This Year
Whether you already produce a law firm newsletter or are hoping to create one as part of your marketing mix, following the same old, same old won’t be enough. Experiment with different email types, layouts, and content. After all, the average email user receives 100 emails a day. It is therefore important that you make your newsletter stand out. Try these 14 formats, then don’t forget to collect newsletter performance data. Like always, testanalyze and optimize.
1. Case studies
Highlight successes or interesting case your law firm has worked in your newsletters from time to time. This not only helps establish credibility for your business, but it can also generate ideas for your customers or prospects and provide an education they will appreciate.
Are there certain questions that your lawyers get asked all the time? Maybe they relate to your company’s specific practice areas, or maybe they’re questions that are frequently asked during an initial consultation. Regardless of the format, it’s a smart strategy to present a few frequently asked questions — and their answers — in a simple newsletter for your readers. Practice social listening and stay on top of trending topics for your industry. Then you can answer people’s most pressing questions in your newsletter.
3. Blog posts
If your law firm has an asset Blog, you can use your newsletter to promote your most popular posts. This adds a lot of value to your law firm’s newsletter, as users can now expect a wealth of information on the latest topics in your industry.
4. News hijacking
If you are on Twitteryou see examples of this practice all the time. Newsjacking refers to relying on today’s news to draw attention to your own content. Newsjacking has an immediate impact and the legal industry is a prime industry for this type of marketing. There are so many stories in the news about policy shifts, PR issues, lawsuits and regulations affecting every industry, from healthcare to finance. This makes it easy to find news about the niches your law firm specializes in and share content along those lines.
5. Changes in law
Laws and regulations are constantly changing and the average person doesn’t have the time or inclination to follow them. Especially when it comes to business relationships. There are constant updates that professionals should be aware of, but may not be. Be sure to include brief updates on this in your law firm’s newsletter.
6. Information video
According Word stream, 86% of Internet users would like to see more brand videos. Why not include some of this content in your law firm’s newsletter? As with any email content, it’s important to avoid just promoting your business and instead offer valuable information via video. We recommend that you keep your video less than 2 minutes.
7. Downloadable Content
Readers are constantly on the lookout for more in-depth information that they can take in on their own or save for later. Post links to download detailed thought leadership materials created by your company in your email newsletter. It can be an e-book, checklist, guide, etc. You can include teasing phrases in the content, with a simple button and a CTA so they can go to the form to download.
8. Content Overview
A summary of the content will be particularly interesting for your subscribers. Choose a few items that you think offer practical information and create a short article highlighting them all to email. For example, you could create a newsletter such as “The 7 Best Articles to Read if You’re Preparing to Patent a Product” or “Our Five Favorite Articles on New Healthcare Regulations.” This is a great way to promote older content that is still relevant, but may have seen a drop in views. Content summaries are also great for capitalizing on hot seasonal topics.
9. Social Media
Use your newsletter to promote social media to generate more subscribers and engagement. You can tease some of the content you’ve shared on your social media, with simple links to your pages for users to follow. Also, don’t forget to include social sharing buttons as needed under other content as well as blogs. This will ensure that if users see something they like, they can easily share it in their own feed.
For a more in-depth look at capitalizing on social media success, check out this free eBook: Advanced Social Media Strategies for Law Firms.
10. Business Development
This is your only chance to be a little more self-promotional, so be sure to use this format sparingly. By using this method, you are trying to get more leads and build relationships. Showcase your expertise, include testimonials, and share your company’s specials. For example, if you offer free 30-minute consultations, this is your chance to promote them and try to fill new meeting slots.
11. Share Thought Leadership Content
Constantly creating new content like blogs and e-books can seem daunting for many businesses. Fortunately, a big part of thought leadership is also about engaging and responding to ongoing conversations. You can include links to relevant articles from non-competitors and then add your own thoughts about it in a few sentences.
12. Highlight Company Events
If you’re planning on hosting an in-person event or webinar, your newsletter is the perfect place to highlight it. In the weeks leading up, make sure subscribers get all the information they need about the event with a clear CTA on how to respond. Then, when your event is over, you can recap and include any new content you developed from the event/encourage users to register for the next one.
13. Talk about company culture
A big task in the legal industry is to humanize law firms/attorneys and find ways to ensure that potential clients see how relatable they are. Of course, it’s good to talk about recent cases and testimonials to show your strengths, but it can also be useful to share news about internal events, public relations initiatives, new hires, promotions, offers. employment, etc. Sharing these little snippets of law firm life helps users bond with lawyers and come to see them as people they would love to work with.
14. Ask for feedback
If you don’t know what to include, chances are your audience has an idea of what they’d like to see. Try to include a simple form in your newsletter so users can respond with what they would like to see in the newsletter.
A strategic and cohesive newsletter marketing strategy will ensure that your law firm captures the right attention, from the right people, at the most crucial times. Incorporate some of these content ideas and, more importantly, be a real resource for your target audience.
Updated and reposted from January 28, 2021.