The Rainmaker Blog : Law Firm Marketing and Business Development : The Rainmaker Institute : Stephen Fairley : Professional Legal Marketing

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In less than a few hours a month, you can produce an effective electronic newsletter, also known as an ‘ezine.” 

We are not talking about the glossy 4-page printed newsletters attorneys pay a third party distributor to mail it to their client base with their practice named slapped on it. Nor are we talking about a simple 2-color brochure sent through the mail. We're not even talking about "mailing' in the conventional post-office sense, either.

What we are talking about is a customized electronic newsletter that is commonly used in business but rarely in the field of law.

If you are truly interested in the long-term success and sustainability of your practice, you need to learn how to leverage technology and the Internet to build it.

Here are 5 reasons why you should publish an ezine:

1. Low Cost & Immediate. An ezine gives you a low-cost and instantaneous method of sending out your information to current and prospective clients. All you need is a database of email addresses from people who’ve given them to you. Once your ezine system is set-up, you can also use it to send out alerts, advisories and messages as frequently as you desire.
2. Two-way Dialogue. Not only does an ezine provide you with an easy way to reach customers; it also gives them an easy way to reach you. You don’t have to be a programming genius to build in this feature, because many of the user-friendly ezine programs available provide you an easy way to add contact links for your ezine recipient to use to contact you.
3. Helps Boost Your Marketing Efforts. You can use an ezine to easily reinforce what you want current and potential clients to know about your law firm; to showcase your expertise; provide important information.
4. Measurable Marketing. Many ezine programs come with easy-to-use methods of tracking your results. Your time is valuable, so it’s important for you to know how your ezine is working for you.
5. Saves Printing Costs. With the cost of paper and postage rising, it’s getting more and more expensive to mail newsletters. And, as those costs continue to rise, you’re faced with deciding whether or not a certain client or prospective client is “worthy” of receiving the newsletter. With an ezine, there are neither paper nor postage costs, so you can send to as many people—or as few—as you desire, without concern for costs.