We at DotNews have always maintained that email marketing – in particular client newsletters – are the most effective and low-cost form of marketing your firm can do.
Whether you have the resources to produce your own, or whether you draw content from a professional service such as LawDotNews or CA(SA)DotNews, the impact of monthly correspondence is huge. Your newsletter is the best way to stay in touch with your target market and to stay top of mind. For a great article demonstrating how important being top of mind is, take a look at this great article by Practice Boomers.
MailerMailer recently published their 2015 Benchmarks Report, which provided some great insight as to newsletter performance across a variety of industries. DotNews is very happy to announce that our open rates were substantially above industry averages.
According to the report, Legal Newsletters averaged an open rate of 14.6% and Accounting and Financial Services had a dismal open rate of only 5.2% – apparently Joe Bloggs doesn’t want to read about your detailed analysis on the recent changes to the IFRS accounting standards! We’re blowing our own trumpet somewhat, but DotNews is happy to say that both our LawDotNews and our CA(SA)DotNews open rates are well over 20%.
Why is this?
- Quality of content – We always write for the client, not for the firm by keeping things simple and topical whilst remaining engaging and useful. It is through quality of content that you get a loyal readership and achieve real engagement with its content.
- Have subject lines that drive engagement – the subject line is the first thing a recipient sees when they receive a newsletter. We peak their interest by having something topical or asking them a question. An email entitled “Monthly Newsletter” will not interest the user, and will most probably not be opened regardless of its content.
- We send your newsletters at the right time – our research has shown that weekdays between 10:00 and 14:00 are on average the best times to send out your newsletter. The real key is to find a time when you think your target market will be most receptive to reading the newsletter – preferably when they are in office, but not snowed under with work.
- Keeping your lists targeted – We always recommend that you personally manage your list. Rather narrow your focus to a targeted list of quality clients than a huge list of a recipients who wouldn’t be interested in its content. Not only is this cheaper, but it helps ward off any potential spam complaints and improves your delivery rates.
All-in-all we are very proud of how our DotNews client newsletters stack up when compared to industry standards. Proof positive that the DotNews model works, outperforming run-of-the-mill newsletters at a fraction of the cost.