Are you wondering whether you should invest in a law firm email newsletter or in your firm’s social media presence? Check out this short article to learn why law firm email newsletters are better than social media posts.
In short, a law firm email newsletter is a far superior tool for communicating with contacts than organic social media posts or even advertising on Google and Facebook.
The infographic below says perfectly the central point I want to make in this blog article.
There is NO INTERMEDIARY in a newsletter communication
In short, when you advertise on Google – there is an entity between you and your clients/prospects. That entity is Google.
When you advertise on Facebook – there is an entity between you and your clients/prospects. That would be Facebook.
However, when you BUILD YOUR OWN EMAIL LIST, you can:
- Communicate directly to your clients and contacts with no intermediary.
- Communicate without anyone charging you $2.00 to $200.00 per click.
- Communicate to your contacts with no rules about what you can say and how you can say it.
- Communicate as often as you want.
Your Engagement Rate Will Be Higher Than Social Media Posts
If you provide VALUE to the recipients of your law firm email newsletter, you are going to find that the open rate and click through rate of your newsletter is dramatically higher than any kind of engagement you might get from an organic Facebook post.
The legal industry has around a 17% average open rate for email newsletters. If you have a list of 1,000 contacts, you’re probably going to get 170 opens of your newsletter.
Now post the same newsletter content in your Facebook feed without paying to market it. How many engagements do you get? Chances are very few.
Facebook is a 100% pay-to-play media channel. If you don’t pay for ads or pay to boost your posts, a very small percentage of your page ‘likes’ will ever see let alone engagement with your content.
Law Firms Are Obligated to Communicate with Their Clients – Especially During the Pandemic
The ARDC sent out a communication this week that stated that law firms are obligated to . . . “[c]ommunicate with clients about how recent events impact the representation and how your firm will handle their matters during the stay-at-home order. Lawyers have a duty to keep clients reasonably informed about the status of their legal matters, and to explain matters to the extent reasonably necessary to permit clients to make informed decisions regarding representation. RPC 1.4.”
But even more so, it’s simply a good business practice to stay in touch with your clients all the time, let alone during a crisis.
Newsletters are Great Cross-Marketing Tools
Cross-marketing in the law firm realm refers to the fact that many law firms practice more than one area of law.
Do your past clients know that in addition to personal injury your firm also represents people going through a divorce, who were arrested for a DUI or that you handle residential real estate closings?
The answer is often no. How many times have you been speaking to a colleague or a friend who mentioned that they recently had a legal issue they dealt with? You ask them, “why didn’t you call me?” Their response frequently is that they didn’t know you practiced real estate law. . . .
Using a newsletter is ideal to inform your contacts of all the work you do.
So, don’t delay. Go to www.mailchimp.com or www.constantcontact.com and sign up for a free account. Unless you have 1500 or more contacts you probably won’t have to pay for your account at all. You can use the tool free.
Or alternatively, if you’d like to speak with LawFull Attorney Marketing about developing a law firm email newsletter for your firm, reach out to us.