In our recent article titled, “Law Firm Marketing: What to Include in a Client Newsletter,” we talked about what to include in monthly marketing communications to keep your clients engaged. Your current clients are 100% of your revenue base, so staying visible with clients is an important first step in any successful law firm marketing campaign.

Measuring the success of your law firm newsletter is the next step in evaluating the effectiveness of your marketing communications campaign. Below are some key metrics that you can use to analyze the success of your newsletter.

• Open rate: This metric measures the percentage of subscribers who opened your law firm newsletter. While open rates vary by firm and size of the list, an average open rate in the range of 15% to 35% is not unusual. Open rates can be improved with a strong subject line, law firm brand awareness, and a reputation for delivering valuable content.
• Click-through rate: This metric measures the percentage of subscribers who clicked on a link within your newsletter. You might include links to an attorney bio page, a blog article, an event sign-up page, a law firm brochure, or a court document. A high click-through rate indicates that your content was engaging and relevant to your subscribers.
• Bounce rate: This metric measures the percentage of emails that were undeliverable. A high bounce rate is not unusual when you first set up a newsletter and are cleaning up your house email list, but it should moderate over time. Often, a bounce may indicate that the individual has changed employment. This gives you an opportunity to investigate further so you can try to reestablish your relationship with your contact in their new job.
• Unsubscribe rate: This metric measures the percentage of subscribers who opted out of receiving your newsletter. A high unsubscribe rate could indicate that your content is not relevant to your subscribers or that you are sending too many emails. A typical rate is 1% or less, although this is likely to be higher when you first use a list. If your unsubscribe rate is too high, your email provider may flag your account as a potential spammer.

You can gain valuable insights into the effectiveness of your law firm newsletter and make adjustments to improve your results when you track these metrics over time. If you see your monthly open rate drop over time, for example, it may indicate the need to review the value of your content. Promoting activities like an educational webinar, an e-book, or analysis of a legal trend, can help to keep readers receptive to your law firm newsletter.

If you’re interested in learning more about how to measure the success of your law firm’s newsletter, contact us for a complimentary marketing consultation. We are a Constant Contact partner, and have taken the lead to write, design, and publish a monthly client newsletter for many law firms.

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