It is really awesome that you have taken your time, energy, and resources to put together a regular newsletter for your past, present, and future clients. Newsletters can help build your brand, increase your authority, and ultimately make your business more successful. But these things will only happen if you do it right. A poorly thought-out and constructed newsletter can actually hurt you by alienating customers, annoying your readers, and tarnishing your brand. Below, we’ve shared five common mistakes that we see attorneys making with their newsletters every day.
- Don’t think about your subject line. Please don’t tell us the subject of your last newsletter was “February Newsletter,” or, for goodness sakes, “Hello from Attorney Jane Doe!” The subject line is the most important part of your newsletter because it is the difference between your recipient reading what’s inside or tossing it in the virtual trash can. Keep your subject line under 50 characters and ask yourself, “Would I click on this link? Does the subject line answer a client’s pressing need?”
- Don’t consider your reader. Before you write a single word of your newsletter, think about who will be reading it and what you want them to do next. Is your newsletter for potential clients and past clients? Are you trying to sell a service or simply strength your brand? Both? Whatever you do, don’t make the focus of your newsletter YOU. The newsletter is for your reader. What do they want to know, and how can you help them?
- Don’t think about spam filters. You put time, money, and effort into your newsletter and where might it end up? In a spam folder, where your reader will never even set their eyes on it, let alone read it, let alone respond to a call to action. If your content contains enough spam red flags (free offers, exclamation points, or the word “cash”) all your work will be for naught. Learn what triggers spam filters, and make sure that your team knows about them, too.
- Don’t measure the success of your newsletters. We can’t stress this enough: your marketing tactics will never improve if you never analyze your results and measure your outcomes. There are a number of tools and ways to track how many people are responding to your emails and how many people are clicking the links they contain – use them! After you use them, think about how you can improve your results. Don’t be afraid to experiment, run A/B split testing, or be innovative. Start by taking a look at your click-to-open rate.
- Don’t promote your newsletter. How many people are actually receiving your emails? If you aren’t spending time growing your newsletter audience, you aren’t going to see the best results possible. Promote your newsletter by adding a sign-up widget to your website, creating a free offer (that requires an email address), talking about your newsletter on social media websites, or adding a pop-up survey to your home page. Oh, and ask your readers to spread the word!
Do you need help with your newsletter, your email marketing campaigns, or your overall online marketing strategy? Give The Search Ninjas a call today to get started: 855-529-6465.