Doesn’t the title just say about enough?
I rarely.. perhaps never…have recommended newsletters to law firms as a method of marketing. What can you say in a newsletter that you can’t say in a blog? If I want to read what your firm is up to, I’ll come on by your blog or follow you on twitter to read about your latest hire or company Halloween party. My little brain hurt just thinking of an instance where a newsletter would be a good idea. Don’t waste time with a newsletter. Newsletters are usually boring and uninteresting. I especially don’t want your newsletter if I DIDN’T ASK FOR IT. Do not send your newsletter to everyone in your contacts. Do not automatically subscribe everyone who has ever contacted you. Unsolicited emails are spam.
Don’t get me wrong; E-mail marketing can be a useful tool. I would encourage clients to carefully track, organize and curate emails from clients and potential clients. There are lots of programs or software available to help you facilitate email management (none of which I’m willing to promote here).
I would also encourage clients to have a pre-populated checkbox on your quick contact form that allows the user to decide if they want to get follow up emails specific to their legal issue or subscribe to your newsletter if you have one.
If a client inquires about your Valentines day divorce special, but fail to complete the transaction, it’s a FABULOUS idea to categorize this lead into the “potential leads, Divorce” pile. Follow up with the client directly and address the specific concern of the client.
The difference here is that the potential lead is not auto-subscribed to your newsletter and getting a notice of every new promo you are running. They are (hopefully) receiving a specific email or call prompting them to complete a transaction.