Email isn’t dead. In fact, it’s more effective than ever. It increases your chance of referrals and repeat business and (even better), it’s super cost effective. I do realize that there are some ethical concerns about CANSPAM, domain blacklisting for spam, and more. However, the good news is that if you run your emails through a platform like MailChimp or Constant Contact, then you’ll be fine. These platforms do NOT sell the information you upload, and by only uploading the email address and first name, you’re not revealing the nature of your relationship with that contact.

Now that we’ve got that out of the way, here’s how you can make an email newsletter that gets consistent results!

Have a Good Design

It can be easy to pick out a basic template, drag and drop your content, and call it a day. Instead, take some time to design your newsletter to match the look and feel of your website to give a similar experience between the emails your audience receives and how they navigate your website. Try to incorporate the same colors, imagery, button style, etc. If your software doesn’t do that automatically, have a freelancer on Fiverr or Upwork design the HTML code for you.

Don’t Worry About Annoying Your Audience

Anyone who doesn’t want your newsletter to show up in their inbox can unsubscribe. It’s that simple. You will have unsubscribes with each send. That’s the reality. But after the first couple of emails, that number will be minimal.

Conversely, you’d be surprised at how many people on your contact list would be completely fine with you showing up in their inbox on a regular basis—especially if you’re providing value.

Include Relevant Content

Your newsletter should contain a core piece of content—a blog or a video—where you address a common concern, question, or situation that your audience faces. This is what they’re looking to get from you: Your expertise!

Conversely, leave out all the fluff like cookie recipe or pop culture articles. Leave that for Buzzfeed or any other website. You’re a legal expert and that’s the kind of content that should be in your emails.

Send Emails Consistently

Consistency is key! You can do it monthly or every 2 weeks. But do it on the same day at the same time and build that expectation.

Pay Attention to the Subject Line

This is valuable real estate! Don’t waste it with something generic like “Smith Law Firm Newsletter August 2024.” That doesn’t compel people to open it!

Instead, make your subject line the title of the blog or video you included. This reminds people of your expertise and piques their interest to explore your email further.