The E-Newsletter is Alive and Well in Web 2.0
By Liz Bard Lindley, SVP, Public Reputation Services & Director, WritersForLawyers™ Content Specialist
Social Media is undoubtedly the “catch phrase” these days, with blogs, wikis, social networks and podcasts all the rage. You may be wondering where your firm’s newsletters fit into the mix. Most law firms publish newsletters on a regular basis, showcasing a group’s expertise, alerting clients to new legislation, or spotlighting a particular issue of importance. With all of that content available, there is no need to stop the process. You may be surprised to learn that newsletters are considered a social media tool, when delivered electronically and with the technological savvy associated with Web 2.0. A traditional newsletter has its place, but the e-newsletter should be your focus now. It’s easier to publish, much more cost-effective, and it can bring your audience closer to you.
While marketers have gained comfort becoming more transparent online in social networks like Facebook and LinkedIn and as blog and wiki contributors, the first stop for most people (marketers and lawyers alike) is still the email inbox, where e-newsletters are delivered. But how do you get the attention of the reader, who is typically bombarded with emails every single day?
E-newsletters, like blog entries, need to be succinct and informative, visually appealing, and credible so that the reader will look forward to future mailings. If your firm already has a blog, consider having your e-newsletter complement the blog. Keep the design consistent and marry content from the blog to that in your newsletter. The e-newsletter should be interactive, with links back to your firm’s site, to biographies of any authors within the e-newsletter and their social network profiles, and to any other outside space where the reader can obtain more information.
Keep in mind the concept of Web 2.0 – it’s all about communication, about a two-way dialogue, a call to action. So, how can your e-newsletter accomplish that? Consider the inclusion of a survey, where readers can post responses and opinions that you can collect and respond in a future e-newsletter or in your blog. You’ll get interesting feedback plus ideas for future content, and you’ll learn more about your readers.
Liz Bard Lindley is Senior Vice President of Public Reputation Services & Director, WritersForLawyers™ Content Specialist She can be reached at llindley@jaffepr.com or 201-767-2690.