Have you noticed that more and more cereal brands are featuring nutrition facts front and center on their packaging? It seems like an off-the-wall question, but it may have more to do with marketing your law firm to prospective clients than you may think.
Many consumers feel that possessing more information empowers them to make good decisions, which means they may be willing to reach for products that readily provide data and other information. This can apply to the legal field as well. In fact, a legal email newsletter (e-newsletter) that abides by the following guidelines can provide valuable information to current and potential clients, and brand your law firm as the “go to” legal resource in the community.
Write about Specific Topics
It can be tempting to write about broad subjects in order to appeal to most readers, but painting too large a picture can actually work against you. Zero in on a hot topic sure to strike the fancy of a niche audience group, and then run with it. Then, appeal to a different group of readers the next time. This strategy ensures that all readers find relevant content in your legal e-newsletter and that the content remains fresh.
For instance, a firm specializing in bankruptcy and family law could fashion a newsletter geared toward divorcees with children, providing content focused on how to help kids adjust to post-divorce life. In the next edition, the focus could switch to young divorcees in their 20s and the long-term financial effects of divorce.
Create a Riveting Email Subject Line
None of your legal newsletter content strategies matter if prospects don’t open the email in the first place. The first step toward accruing readership is to create email subject lines that catch the recipient’s attention quickly and thoroughly enough that they’re willing to interrupt their day to read your content.
The email marketing service provider MailChimp, which scrutinized the click rates of more than 200 million email campaigns, suggests the following best practices for creating email subject lines.
- Do include a brief teaser of the email content.
- Do keep subject lines to 50 characters or less.
- Do utilize local terms such as city names.
- Don’t repeat the same subject line for every newsletter email campaign.
- Don’t use the terms “help,” “percent off,” and “reminder.”
- Don’t use excessive capitalization, exclamation marks, and clichéd promotional phrases.
Make the Features Relatable
Nothing screams “don’t bother reading me!” louder than dry legal content. It’s important to be informative, but your legal newsletter doesn’t need to read like a textbook. Make sure your audience can relate to the features on an emotional level as well as an intellectual one; human interest pieces and analyses of current events, Q & A’s, and even short videos can keep things entertaining while remaining educational.