With postage rates raising steadily many firms are spendingmoreon postage than what it would cost to develop, produce and distribute an email newsletter.

Here are some quick tips about getting the most out of email newsletters:

• Building Connections: Allowing clients to learn about the latest developments in your practice areas will help them feel a continued connection to your firm. Keeping this connection with clients helps firms to generate repeat clients and referrals.
• Provide Information: Content is king. This is true for websites and email newsletters. You should provide readers with compelling content rather than bland legal writing. Remember your audience is made up of non-attorneys.Don't look at giving general legal tips as giving away your services or cheapening your firm. Providing your readers with useful information will increase their likely hood of calling you when they need your services.
• Brand Development: A consistently delivered newsletter can help firms promote their brand and raise brand awareness. An email newsletter should contain the firms existing logo, colors, and theme. The transition from a law firms newsletter to their website and letterhead should be seamless. An email newsletter is a great tool in maintaining and developing your firm's brand.
• Increase Web Traffic: You should include links to articles, blog posts, or just your website in each e-mail newsletter. Making it easy for readers to simply click to your site will increase your sites traffic.
• Use Your Stats: Paper emails don't give you the benefit of statistics on readership. With the right distribution plan you can see who is reading your newsletter, which articles they are reading and more importantly not reading. Use these states to hone your content and distribution list. Don't waste this incredible benefit.