Latest Info on Email Newsletter Open Rates, Clicks and What Works

According to MailerMailer's Email Marketing Metrics Report, email newsletters with short subject lines – no more than 15 characters – generate the highest open and click-through rates.

Based on an analysis of 1.4 billion emails sent in 2012, the report studied email open rates across 35 different industries, including legal. Here are the findings:

When it comes to click-through rates, the legal industry standard was 1.1%, which is not the lowest median rate across industries, but is in the lower third. The report also found that click rates increase with the number of links in an email:

Scheduling also has an effect on open and click rates. While Tuesdays and Wednesdays yielded the highest open rates, Sundays delivered the highest click rates. When it comes to time of day, the study found that messages delivered between the early evening and early morning had both better open and click rates.

Overall, the report concluded that:

Declining open and click rates may be due in part to the growing use of engagement metrics.

Recipients may check their messages at separate times from when they actually engage with them.

Personalization appears to be experiencing a comeback, perhaps related to the rise of predictive marketing.

Tuesday may be considered the most successful day in terms of overall recipient activity. It boasts the highest open rates and second highest click rates.

Sending more frequently resulted in a lower average bounce per send.

Messages scheduled for delivery between 4pm and 10am produced the best response in terms of highest open and click rates.

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FREE REPORT: 8 Reasons Small Firms & Solos Should Publish an E-newsletter PLUS 3 Steps to Get Started

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

An E-newsletter 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’s what you’ll discover when you read this report:

  • The cost benefits of an e-newsletter
  • How to incorporate your e-newsletter with your social networking
  • How an e-newsletter supports your marketing efforts
  • How to get started right away with your e-newsletter
  • And much, much more!

To get your free report now, click here.

 

How to Make Your Emails Mobile-Friendly

Earlier this year, email marketing services company Litmus took an in-depth look at their aggregated email analytics (1 billion+ emails delivered) and found that mobile has now overtaken desktop and webmail in overall email opens.

In an amazingly quick turn of events, Litmus found an 80% increase in just six months for email opens on mobile devices.  

What that means: your email marketing better be optimized for mobile devices. Specifically for iPhone and iPad, which dominated with 80% of mobile opens performed on these devices.

Here are some tips for mobilizing your email marketing:

Measurement. Do you know what percentage of your audience is viewing your email on a mobile device? You need to gather that information from your email open analytics; if your email marketer doesn’t provide this information, there are inexpensive tools (including those from Litmus) that will measure your opens for device information.

Subject line. Mobile devices usually cut the subject line to 15 characters, so be precise!

Intro. Your first paragraph of content is prime real estate when it comes to viewing on a mobile device, so maximize your messaging here.

Content. Make it short, concise, clear, brief and with an articulate call to action. 

Timing. Studies show most people view email on their mobile devices toward the end of the week – Friday, Saturday and Sunday. 

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Secrets to Building a 7-Figure Lifestyle Law Firm: Proven Strategies from the Front Line

At The Rainmaker Institute, we define a “7 figure lifestyle law firm” as one that allows you to have the lifestyle that you want to live!

It’s more than just money or achieving a million dollars in revenue.

It’s about creating a lifestyle where you do what you love and building a business around your core values and interests.

In this recording of an interview between Stephen Fairley, CEO of The Rainmaker Institute, and nationally recognized attorney John Bisnar, Stephen asks John to share with us some of the secrets he has used to create a law firm that allows him to go into the office only one day a week and take, on average, 3 to 4 months of vacation every year - all the while managing a very successful, multi-million dollar law firm!

You will receive either a CD or MP3 recording, plus we will email you a pdf transcript of the interview.

This interview will help you discover:

  • The difference between a law practice and a business
  • How to identify superstar employees to help you run your business
  • The difference between an Office Manager and a Business Manager
  • The 7 essential systems your firm must have & how to implement them
  • How to micromanage the client experience
  • Critical keys to success
  • And much more!

Click this link now to order Secrets to Building a 7-Figure Lifestyle Law Firm: Proven Strategies from the Front Line.

 

Creating a Lead-Generating Law Firm Newsletter

There are some e-newsletters I look forward to receiving and some that make me look immediately for the “Unsubscribe” link. So why do some email newsletters fail while others succeed? 

Here are some hallmarks of effective e-newsletters:

Proper list segmentation. The newsletters I like know who I am and they feed me the information I want and need. If you have more than one practice area in your law firm, you simply must segment your list. Don’t send out the same information to every email address you have on file. 

Brevity. Face it, these days, everyone is busy. Respect your reader’s time by keeping your content brief and provide links to more lengthy content on your website (improving your SEO!) if they want to take the time to read more. Don’t clutter your e-newsletter with off-topic information or too many different subjects. And present your information in a way that doesn’t sound too self-promotional. Give information that is valuable to the reader and tell them why what you are writing about matters to them.

Good design. A properly designed e-newsletter draws the reader in. It should be clean, concise, have interesting graphics and images and you should keep the same template from month to month so it is recognizable to your subscribers.  Using a service like Constant Contact or iContact provides you with plenty of choice when it comes to newsletter templates.

Strong subject lines. You need strong subject lines that immediately grab your readers’ attention. Do not just toss in “March E-Newsletter from ABC Law Firm”! How boring. Even if you spent the time you should in creating compelling content, a weak subject line will get you bounced to the Junk folder.

Single call-to-action. Don’t ask your subscribers to choose among a list of actions you want them to take – choose one strong call-to-action that is a logical extension of your e-newsletter content. 

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Stop Wasting Precious Time and Money!

Feel like you don’t have time for marketing?  Let us show you how to make a plan that runs on “autopilot” – one that attracts new and lucrative clients while you focus on your practice.

Learn how easy it can be to create an effective law firm marketing plan that performs by getting our Free Guide: 5 Easy Steps to Create Your Law Firm Marketing Plan

After working with many ultra-successful lawyers we found five common threads in their marketing plans. This guide outlines these shared elements to provide insight into strategies that work and how to make them work for you.

Click here to download, and start using these proven strategies today!

 

10 Email Marketing Tips for Law Firm Marketers

Despite all our focus on social media, email marketing still remains the #1 way to reach clients and prospects with a branded message. According to the latest Pew Internet & American Life Project report, email remains the top use of the Internet across all age groups.

If you don’t already have a regular email marketing campaign in place – like a monthly e-newsletter – here are some tips on creating an effective law firm marketing email marketing program:

1. Build a good list at every opportunity – when you get a new client, from your website or blog, or via social media. Give away a free report on a topic of interest to your ideal client to collect email addresses.

2. Only send emails to people who have agreed to receive them. Include an opt-out option in every email you send.

3. Be sure your content is always relevant to your audience and always include one clear call-to-action.

4. Send your email on a consistent basis – a monthly e-newsletter is a perfect example.

5. Email marketing studies show that the best times for sending B2B emails is Tuesday through Thursday between 9:30 a.m. and 1:30 p.m.

6. The best times for sending B2C emails is Tuesday through Thursday between 5 p.m. and 8 p.m. or on the weekend. 

7. Keep the “from” name consistent – use your name or the name of your firm.

8. Use clear, concise subject lines that make it clear what your email is about. Don’t get too creative – studies show that open rates are much better for straightforward subject lines.

9. Be sure to include both a text and an HTML version of your e-newsletter to ensure all your recipients can see it.

10. Do not use ALL CAPS or exclamation marks in your emails as these trigger spam filters.

Everyone’s attention span is getting shorter as multiple mediums for messaging continue to grow. A significant percentage of us now read emails on our smartphones or tablets, so be sure you use an email delivery service like Constant Contact or iContact (two of many) that will help ensure your messages are delivered appropriately.

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Free Report: 4 Myths That Keep Attorneys From Building A Referral-Based Practice

Referrals are the lifeblood of many law practices, and building a good referral program takes a proven process.  Stephen Fairley unveils the 4 Myths That Keep Attorneys from Building a Referral-Based Practice in his new free report.  Read and discover:

  • How to determine the best source for your referrals
  • How to explain your ideal target market to a referral source
  • How to get referrals from other attorneys
  • Whether online directories are a good referral source
  • How to network effectively
  • And much, much more!

Click now for your free report on 4 Myths That Keep Attorneys from Building a Referral-Based Practice.

 

How to Create a Lead-Generating Law Firm Newsletter

There are some e-newsletters I look forward to receiving and some that make me look immediately for the “Unsubscribe” link. So why do some email newsletters fail while others succeed? 

Here are some hallmarks of effective e-newsletters:

Proper list segmentation. The newsletters I like know who I am and they feed me the information I want and need. If you have more than one practice area in your law firm, you simply must segment your list. Don’t send out the same information to every email address you have on file. 

Brevity. Face it, these days, everyone is busy. Respect your reader’s time by keeping your content brief and provide links to more lengthy content on your website (improving your SEO!) if they want to take the time to read more. Don’t clutter your e-newsletter with off-topic information or too many different subjects. And present your information in a way that doesn’t sound too self-promotional. Give information that is valuable to the reader and tell them why what you are writing about matters to them.

Good design. A properly designed e-newsletter draws the reader in. It should be clean, concise, have interesting graphics and images and you should keep the same template from month to month so it is recognizable to your subscribers. 

Strong subject lines. You need strong subject lines that immediately grab your readers’ attention. Do not just toss in “March E-Newsletter from ABC Law Firm”! How boring. Even if you spent the time you should in creating compelling content, a weak subject line will get you bounced to the Junk folder.

Single call-to-action. Don’t ask your subscribers to choose among a list of actions you want them to take – choose one strong call-to-action that is a logical extension of your e-newsletter content. 

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Get More Proven Legal Marketing Strategies FREE from The Rainmaker Institute

One click of your mouse will take you to our website where you can see the current issue and subscribe to our complimentary monthly e-newsletter that will be delivered to your inbox every month. 

Each issue is chock-full of legal marketing information you can put to use right away and share with your staff to maximize the effectiveness of your legal marketing plan. Click here now to subscribe to The Rainmaker Institute Law Firm Marketing Newsletter.

 

Law Firm Marketing: How Free Reports Can Generate Paying Clients

Many attorneys I’ve worked with have heard that free reports are an important component of a law firm marketing strategy.

But most are not sure how or why they are important.

The real value of a free report in law firm Internet marketing is in its role as a quid pro quo.  Potential clients give you some information about themselves in exchange for some valuable legal information on a topic of interest to them.

The information you’re asking for is their contact information. And that is a key first step in beginning a trust-building relationship with them.

But first, you need to make sure your report is worth the valuable information the prospective client has just given you. 

Here are four proven elements of a well-crafted free report:

Addresses issues that people really care about – Remember, clients may not care about legal precedents, but they are very likely to care about how to save money during a divorce.

Uses layman’s language – If they are being completely honest, most people would tell you they prefer reading USA TODAY to the New York Times. While the NYT is a serious paper for serious people, USA today is interesting at the individual level, and it’s written in an easy-to-read format.

Builds credibility for your law firm – Don’t miss this opportunity to share client quotes or real life results you’ve gained for your clients.

Includes a call to action – By the end of the report, the prospective client should be interested enough to take the next step, whether that is going to your website for more information, or signing up for your newsletter.

This kind of free educational information is a great tool to start building relationships with many people who need your help but aren’t ready to walk in your door. It is not enough simply to offer people a free consultation. Almost every lawyer does that. Take it one step further and give them some great information that will help them think through the issues and challenges they are facing.

Once you have created these educational tools, find every way you can to give them away to as many people as possible. 

For an example, see below.

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FREE REPORT: 8 Reasons Small Firms & Solos Should Publish an E-newsletter PLUS 3 Steps to Get Started

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

An E-newsletter 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’s what you’ll discover when you read this report:

  • The cost benefits of an e-newsletter
  • How to incorporate your e-newsletter with your social networking
  • How an e-newsletter supports your marketing efforts
  • How to get started right away with your e-newsletter
  • And much, much more!

To get your free report now, click here.

 

5 Reasons Why Your Law Practice Needs an Ezine

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.