Joe Reevy explains how to knock spots off the online competition
According to our clients who use them, e-newsletters are the most efficient (in terms of £ worth of instructions per £ worth of cost) marketing activity they undertake. Our own experience is the same: at Words4Business we spend 40 times as much on print ads, mail campaigns and inserts as we do on our free monthly law marketing and management e-newsletter—and the latter generates more than 80% of our enquiries.
For most types of work, a good e-newsletter (which should carry a total cost of well under £200 per issue) will knock spots off conventional (such as on the page or radio) or web-based marketing activities such as search engine optimisation (which to do well is expensive) as a source of new instructions: if you do it right!
Think about the reader
This is the critical requirement. What interests a legal professional may not be what interests a client or potential client. A good e-newsletter is one that the reader sees as valuable and something they want to read. As such, it should
