Keeping your clients up to date with news and promotions is an essential part of creating a strong brand, retaining clients, and driving repeat business. Email marketing is one of the most cost-effective ways to achieve these goals. With email newsletters you can announce new services, highlight seasonal offers, announce new locations or partnerships, and share special events or contests – all without having to find time in your busy day for each separate announcement.

An email newsletter also gives you a perfect opportunity to include special, time limited offers. Keep reading to discover how you can use an email newsletter to promote your business while staying on budget and avoiding annoying spam filters.

What is an email newsletter?

Email newsletters are regular publications delivered to subscribers via email. Newsletters are a great way to stay in touch with your clients and readers and provide useful information that is relevant and timely. They can be used to promote your services, give  news about the profession or the firm, or provide advice or information on a topic or issue.

Email newsletters are an excellent way to build your brand, increase your visibility and get noticed by clients who may not have otherwise been aware of the range of your services. There are many email platforms from which to choose, providing the tools to easily publish your email newsletter.

Why should you use email newsletters to promote your business?

  • Email marketing is the most cost-effective way to reach existing and potential clients.
  • Email newsletters allow you to reach a large number of clients quickly and easily. You can even send the same newsletter to all your clients.
  • An email newsletter can increase sales by providing clients with valuable information. You can get your clients excited about your business and keep them coming back for more.
  • Email newsletters increase your brand awareness and help you stay top-of-mind with your clients.
  • Email newsletters are an easy way to share your expertise, solve a problem, or help others with issues they may be facing.
  • Using email newsletters gives you a chance to show your human side and build trust and relationships with your clients.

How to create an effective email newsletter

Make sure you have the right permission. Always get permission from your subscribers to send them a newsletter. You can do this when people sign up for your mailing list or when someone engages or asks about your services. At the very least, you should have a clear “unsubscribe” or “opt-out” option at the bottom of each newsletter.

Have a clear purpose for each newsletter. Before you start writing, take some time to think about the purpose of the newsletter. Will it be designed to increase brand awareness, introduce a new service, solve a problem, or share news? Keep this in mind when writing so that the content of your newsletter has a clear purpose and focus.

Keep it short and sweet. Most people don’t have the time to sit and read a long email. Make sure that each newsletter you send has a clear beginning, middle, and end. Your readers will thank you for it.

Review your newsletters after each campaign. After you’ve sent one or a series of newsletters, take a step back and review the results. How many people opened the newsletter? What did they click on? What links did they click? Which links did they not click? These are all important questions to ask yourself once your newsletter campaign is over.

When should you use email newsletters to promote your business?

Email newsletters can be used at any time of the year to keep your clients informed and interested in your services. Some good times to send out a newsletter include:

New year or season – Use your newsletter to announce seasonal specials, new services, or upcoming special events

Professional news – Share professional news you think your clients would be interested in, such as new legislation that affects your profession or changes in your firm or staff.

Client appreciation – Use your newsletter to thank your clients for their business

Client service – Use your newsletter to share tips and advice on how people can use your services better and explain common problems clients have with their cases

Seasonal promotions – Use your newsletter to offer seasonal promotions, new seasonal offerings, or special events

New location or partnership – Take the opportunity to announce any new locations or partnerships with businesses in your area

New services – Take advantage of the fact that everyone is paying attention to your brand and use your newsletter to introduce a new service

Tips for a successful email newsletter campaign

Create a consistent schedule. If you want to build a strong following, you need to be consistent with when you publish your newsletters. Pick a day of the week, month, and year that you’ll publish every newsletter. If you’re inconsistent with when you publish them, your readers will never know when to expect a new newsletter.

Be authentic. If you sound like a salesperson or if your newsletter comes across as spam, your readers will quickly stop reading your newsletters. Instead, focus on providing information that is valuable to your readers, and make sure you are being authentic.

Be consistent with your tone and language. Make sure that you are consistent with your tone and the language you use in each newsletter. Your readers will quickly recognize a pattern in your newsletters, and they’ll appreciate the consistency.

Mix up your content. While it’s important to provide valuable information to your readers, you don’t want to send the same exact newsletter every time. Mix up the type of content you send in your newsletters so that subscribers don’t get bored.


An email newsletter is a great way to keep your clients informed about your services, professional news, upcoming events, and more. Email newsletters are easy to create and they are a low-priced way to build your brand and increase sales. When you plan your newsletter campaign, make sure you have the right permission from your subscribers, that you have a clear purpose for each newsletter, and that you keep your newsletters short and sweet. After you’ve created your newsletters, make sure you are consistent with when you publish them and are consistent with your tone and language. With these tips, you can create a successful email newsletter campaign that helps promote your business.

If you don’t know where to start – ask us. We’d be happy to help. Law firm marketing, especially using email newsletters is simple, effective and, most of all, affordable! Check out our email newsletters for law firms service.

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Author: Brian O’Neill

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