In today’s “go, go, Go!” society, it can be a challenge to stay in touch and up-to-date with the happenings of those around you. As an Essential Solutions client, your e-Newsletter is a really great way to bridge the communication gap between you and your clients, associates and referral sources.
Your e-Newsletter is a monthly email of interesting information and resources sent to your “subscribers,” or those who have opted-in to receive your updates.
Not only can e-Newsletters help you and your law firm stay top-of-mind, they can be used as resources, referred back to, shared and are searchable in your inbox or on the web. Because your e-Newsletter will also be located on your website, search engines connect you with Estate Planning and Elder Law searched key words and the frequent updating of your page tells search engines your site is a credible resource.
Your account manager will ask you for an e-Newsletter email list. Generally, they can help you copy or export the addresses from where they are currently stored. However, in the end, we need a quality list.
We’re not in the business of sending unwanted e-mails. Your list should be past, current and possibly some prospective clients, colleagues and referral sources – as long as they are people that you know (and know you).
Every month, your account manager will review the number of subscribers you are sending e-Newsletters to and how well your message is being received.
As you begin sending e-Newsletters, your list may be somewhat small. You may tend to have a very high open rate – the percentage of recipients that open your e-Newsletter – because it’s new and exciting! Do not be surprised if this slowly drops a bit month to month. Your account manager can provide you with guidance to maintain an appropriate open rate percentage even after the “newness” has worn off.
Your next focus will be on growing your subscriber list. With “Read” or “Subscribe to our e-Newsletter” likely prominently displayed on your website, new subscribers can easily view and join. Your e-Newsletter can also be promoted across your social media accounts and blog. Have you thought about adding a link to your subscribe page to your e-mail signature?
While it varies somewhat by company, well-performing e-Newsletter lists reach between 500 – 1,000 subscribers each month.
“Okay, e-Newsletters seem like a great marketing tool, but people get a LOT of email. How can I stand out?”
Your e-Newsletter will be customized to carry over the branding from your website. You can also add a welcome message and update it month to month to engage your readers. We are also not sending a daily message which can quickly be considered spam and discarded. The frequency will be a refreshing reminder each month about you and your practice, and will provide information the readers are interested in learning more about.
Learn more about our Essential Solution® marketing system.