Newsletters are often seen as relics of a bygone era, relegated to dusty inboxes and spam folders. But for law firms, they remain a powerful content marketing tool with the potential to nurture leads, build relationships and ultimately, land new clients.

The question, then, is not whether to send newsletters, but how to make them sing. How do you ensure your email blasts aren't just background noise, but captivating calls to action that resonate with your target audience? The answer lies in two key metrics: open rates and click-through rates.

The Buzz on Newsletters: Open Rates, Click Rates, and Why They Matter for Law Firms

Wondering if anyone still reads newsletters. True story I’ve shared before:
One of my clients emailed a quarterly newsletter - the goal was monthly, but he thought emails are a waste of time, no one ever opens email newsletters. He certainly didn’t. So we sent the newsletter out at the start of every new season. The open rates were in the 20% range, and the click rate was about 5%. Not good, but not embarrassingly low.

The biggest client he ever signed was from his newsletter: and that recipient had never once opened the newsletter, she just saw it in her inbox and then deleted it. But she saw it.

And when she needed to hire, she had recently seen his newsletter in her inbox and my client’s name was front of mind. So while opens and click rate matter, staying front of mind by seeing your name in their inbox on a regular basis is REALLY important.

Legal Industry Open Rates

According to newsletter expert MailChimp, the email marketing statistics for the legal industry are:

Open Rate: 22.00%

Click Rate: 2.81%

At SEO My Law Firm, we’re proud of the newsletter open rates are law firm clients are achieving. *:

• 43.6% open rate, 1.3% click rate

• 61.6% open rate, 2.7% click rate

• 40.5% open rate, 2.9% click rate

• 54.6% open rate, 4.4% click rate

* These are actual client open and click rates from 2023.

Open Rates: Cracking the Inbox Barrier

Your open rate is the percentage of recipients who actually open your email. In the competitive legal landscape, a healthy open rate is crucial. Industry benchmarks for legal services hover around 22%, but with the right strategies, you can soar above the average.

Here are some tips to boost your open rates:

• Craft Compelling Subject Lines: 
  Treat your subject line like a headline. It should be clear, concise, and pique curiosity. Use strong verbs, numbers, and emojis to stand out.

• Segment Your Audience: 
  Don't blast the same email to everyone. Tailor your content to different segments of your audience based on their interests and legal needs.

• Personalize Whenever Possible: 
  A simple "Dear [First Name]" can make a world of difference. Consider using dynamic tags to personalize greetings, offers, and even content snippets.

Click-Through Rates: From Open to Engaged

Once you've hooked someone with your subject line and landed in their inbox, the next hurdle is getting them to click through to your website or landing page. This is where your click-through rate (CTR) comes in.

To turn passive readers into active clickers, try these tactics:

• Preview Power: 
  Use the preview text snippet to give recipients a taste of what's inside and why they should care.

• Content is King (and Queen): 
  Offer valuable, informative content that addresses your audience's pain points and provides actionable insights.

• Call to Action Clarity: 
  Tell people exactly what you want them to do, whether it's reading a blog post, downloading a white paper, or scheduling a consultation.

Beyond the Numbers: Newsletters as Referral Engines

Open rates and click-through rates are important, but they're not the only story. Effective newsletters can also generate word-of-mouth referrals, a goldmine for any law firm.

Here's how:

• Build Trust and Expertise: 
  By consistently delivering valuable content, you establish yourself as a thought leader and a trusted resource. This builds trust with potential clients, making them more likely to recommend you to their network.

• Showcase Success Stories: 
  Share client testimonials and success stories in your newsletters. This social proof demonstrates your effectiveness and encourages others to seek your legal services.

• Nurture Relationships: 
  Newsletters are a great way to stay in touch with past clients and keep them informed about your firm's latest developments. This ongoing communication fosters loyalty and increases the chances of referrals.

Remember, a successful newsletter is a two-way street. It's about providing value to your audience while subtly positioning yourself as the go-to legal expert. By focusing on open rates, click-through rates and referral potential, you can turn your newsletter into a powerful client acquisition tool, ensuring your law firm stays front of mind and attracts new business through the magic of word-of-mouth.

Learn More: Newsletter Ideas for Law Firms to Increase Engagement

Do You Need A Content Writer For Your Law Firm?

If your law firm doesn’t have a newsletter, you need to start one. If your firm does have a newsletter, investigate your open and click rates, make sure it follows our newsletter best practices so that it gets results - and the results help build your business and your profits.

If you need help with your law firm’s newsletter, let us know: we can help! SEO My Law Firm provides newsletter writing and marketing services and other legal content solutions for law firms.