Relationship management is one of the bedrocks of marketing. Yet, most law firms neglect to strategize just how they will engage targets and cultivate relationships through their content and digital marketing efforts. In fact, one of the most essential elements of relationship management – the e-newsletter – is largely an untapped tactic for many law firms.

But why e-newsletters? Successful marketing campaigns should help usher prospects through the sales funnel by managing the relationship with that prospect. This is done through the use of multiple “touch points,” such as social media posts, website content, digital ads, etc. E-newsletters are a great touch point because they are pushed directly to your audience.

Here are six key factors every law firm should consider when developing an e-newsletter.

  1. Platform: Which platform will you use to develop your e-newsletter? (MailChimp, Constant Contact, etc.?)
  2. Design: What will the newsletter look like? How will you incorporate the firm brand? Will you brand it specific to a practice or attorney?
  3. Content: What information will the newsletter convey? From where will you source the content?
  4. Distribution: Who will receive the newsletter? Will it go out monthly, quarterly, etc.?
  5. Sign-up: How will you get people to sign up for your newsletter?
  6. Analytics: What metrics or benchmarks will you establish to gauge the success of your efforts? Make sure you are focusing on key performance indicators.

How Can Jaffe Help You with Your Newsletters?

As an agency that relies on an integrated approach to law firm marketing, Jaffe has the mix of expertise necessary to help you strategize, execute and analyze your e-newsletter efforts to maximize their success. Our consultants can help you with every step of the newsletter process, including conception, content, design, analytics, and distribution and engagement strategies. To learn more about our e-newsletter capabilities, check out our case study about how we refreshed our own newsletter to increase its ROI.

Interested in learning more about how we can help you develop or improve your law firm newsletters? Contact Terry M. Isner at