Newsletters are a great way to produce content, stay relevant with your law firm's clients, and potentially gather future clients. However, there are rules and practices that you must follow in order to see success.
Structure
Michelle Troutman for Attorney at Work shares that a study by Nielsen Norman Group (NNG) reveals that readers have a tendency to focus on the top-left when reading or viewing a graphic in an F-pattern. NNG recommends you provide answers for the “What?” and “Why?” questions near the top-left where readers are most likely to see it. Place the more critical content in the header, such as the headline or a call to action. This includes your logo and social media icons.
Considering the Reader’s Time and Attention
The NNG study also states that readers are overall more likely to glace over the content. With this knowledge, we need to keep the reader's perspective and behavior in mind; it’s important to consider brief writing so the reader won’t have to invest too much time into reading. Troutman says to create to-the-point items in the middle that include information with beneficial links to upcoming firm events or a clear beginning, middle, and end story.
Checking Off the List and Ending Well
Include information that meets the compliance requirements of CAN-SPAM Act (U.S. and Canada) in the newsletter's footer; Your physical address as well as unsubscribe options, are required by the CAN-SPAM Act. Copyright information may also be added below.
Troutman suggests following an inverted pyramid format to reduce the risk of losing interest. Information that is critical should be placed at the top of the page (or near it).
For more email tips, read Troutman's article for Attorney at Work.
