How a Law Firm Newsletter Can Help Increase Referrals and Grow Intakes

May 18, 2021

Patrick Carver

Hi, I’m Patrick Carver / CEO of Constellation Marketing

I hope you enjoy reading this.
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Our only goal is to help your law firm win more high-value clients. But, we are agnostic about where the leads actually come from.

Sure, we focus heavily on SEO, but it’s not the only way. A smart law firm has a multi-channel strategy or else they’re leaving money on the table.

That’s why we’re thrilled to have Megan Hodgkiss of Hodgkiss Consulting share her best strategies for running a successful law firm newsletter campaign!

If your law firm has never used email marketing, this post will explain all the benefits that a law firm newsletter can provide. With that, take it away, Megan!

Megan Hodgkiss_Hodgkiss ConsultingMegan Hodgkiss, JD, PhD, is the CEO and Principal Writer of Hodgkiss Consulting LLC. She works with law firms and businesses to develop marketing strategies and create custom content.

You may have considered adding a newsletter to your law firm marketing plan but aren’t sure whether it’s worth the time and energy. As this article explains, a newsletter, whether it’s printed or digital, can be a valuable legal marketing tool, enabling you to connect with referral sources and clients and stay top-of-mind. With a law firm newsletter, you can educate your readers about your practice as well as share useful legal news and insights. Newsletters help strengthen relationships and continue the conversation – and when people are talking about your firm, the results can be powerful for your business.

Newsletters Create an Extra Point of Contact with Your Referrals

In the current digital climate, chances are, you’re getting bombarded with alerts on your phone and computer. With so many channels clamoring for your attention, how do you stand out? An email newsletter campaign can help.

When applied as a consistent marketing strategy, an email newsletter campaign provides an opportunity to engage with your contact list and stay top-of-mind with your referral sources. When a colleague or former client opens your law firm’s newsletter, they think about your brand and services.

Over time, the newsletter will reinforce your relationship. When someone has a legal issue or wants to refer a case, they’ll think of your firm.

Newsletters Remind Your Referral Network About Your Practice Areas

In order for your network to send you a quality referral, they have to understand what you do and who you typically work with. A newsletter email can reinforce this. Attorneys should include their practice areas in their law firm’s newsletter, paired with relevant, educational, and interesting content such as a blog or an infographic. That way, referral sources will remember your practice areas, and it is easy for them to share the articles with anyone who needs legal guidance in those fields.

Newsletters for Law Firms Help You to Build Credibility

In addition to staying top-of-mind with referrals and clients, an email newsletter campaign is a great way to build credibility. Law firms can include client testimonials and positive reviews. A newsletter is also a great place to talk about your success stories or how you were able to help an individual or organization. Attorneys can also share recent awards or other accomplishments, but be careful with these – a law firm newsletter is about providing value to referrals and clients, and if your publication primarily discusses awards, your audience will not want to read it.

Newsletters Allow You to Share Content with Referral Sources and Potential Clients

Many law firms share their content on multiple platforms. You might have a new blog that’s published on your website, promoted on social media, and shared on LinkedIn. But just because your content is on all of these channels, that doesn’t mean that your target audience is engaging on all of these channels.

A law firm newsletter is a way to get your information in front of people who might not otherwise see it. With a newsletter email, you can showcase your educational content, law firm accomplishments, case studies, and any upcoming deals or promotions.


Newsletters Enable You to Promote New Services and Special Offers

Adding a practice area? Bringing on a new attorney? Have a discount or special offer to share? A law firm newsletter can be a great way to directly share your services and offers to your referral network and client base. You have the opportunity to tell them about services they might not know about or had not seen on your other marketing channels. If you’re planning to discuss a service or promotion, just be sure that it’s not the main focus of your firm’s newsletter. If readers do not feel like they’re getting value from your newsletter, they’ll stop reading them.

Tips for Creating an Engaging Email Marketing Newsletter

Newsletters are a great marketing tool because they help firms stay top-of-mind, educate readers about practice areas, provide a platform for special promotions, and showcase other law firm accomplishments. But for law firm newsletters to be beneficial, they must capture your readers’ attention and keep them engaged. Here are a few tips about crafting an effective law firm newsletter.

  • Make sure your newsletter content is professional-looking, easy to read, and works on both desktop and mobile.
  • Provide practical, timely, and valuable information.
  • Share insights and answer relevant questions.
  • Try to include a variety of content formats, such as text, photos, graphics, and video.
  • Focus on your reader, not yourself.
  • Be sure to inject some fun and personality.
  • Make your newsletter shareable, and ask readers to pass it along.

Done right, a newsletter can be a wonderful tool for increasing referrals and growing intakes. Law firms can strengthen relationships with their referral networks while the readers find value in the content and increasingly recommend your business. It’s a win-win! Consider incorporating newsletters into your own legal marketing strategy.

Megan Hodgkiss_Hodgkiss ConsultingMegan Hodgkiss, JD, PhD, is the CEO and Principal Writer of Hodgkiss Consulting LLC. She works with law firms and businesses to develop marketing strategies and create custom content.
Patrick Carver

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