Avoid These Mistakes in Your Law Firm’s Newsletters!

Mar 27, 2025

Attorney newsletters are a powerful tool for law firm marketing. They keep your firm top-of-mind with clients and potential new clients, reinforce your expertise, and build trust over time. But if your newsletter isn’t delivering results, you may be making one of these common mistakes:

1) Not having a newsletter at all

The biggest mistake is not sending a newsletter at all. Regular, high-quality attorney newsletters help maintain client relationships and position your firm as an authority in your field.

2) Using outdated formats

Long gone are the days of black-and-white printed newsletters. Today’s clients expect professional, visually appealing, and mobile-friendly email newsletters that reflect your firm’s credibility and modern approach.

3) Sending newsletters as attachments

Avoid attachments—they raise red flags for cyber-security concerns and lower open rates. Instead, embed your newsletter directly into the email using HTML to ensure a seamless and engaging reading experience.

4) Focusing on promoting your firm

Your newsletter should educate, inform, and engage rather than act as a direct sales pitch. Of course, it’s important to highlight your services, but do so subtly—offer value first, and clients will naturally turn to you when they need legal assistance.

5) Writing too much

Legal topics can be complex, but your newsletter should be clear, concise, and engaging. Avoid lengthy articles and focus on short, digestible content that delivers real value.

6) Using unnecessary legal jargon

Clients want clear, practical advice, not a lecture filled with legal terminology. If you must use legal terms, explain them in plain language so your audience stays engaged and informed.

7) Getting the frequency wrong

Sending newsletters too often can irritate clients, while sending them too infrequently makes your firm forgettable. The best frequency is monthly—this keeps your firm top-of-mind without overwhelming your readers.

8) Ignoring email deliverability issues

Many newsletters never reach inboxes due to spam filters and corporate firewalls. To avoid this, use a trusted bulk-email provider, avoid common spam trigger words, and ensure your domain’s email authentication (SPF, DKIM, and DMARC) is properly set up. Sending newsletters without a dedicated bulk-email service can also lead to your domain being blacklisted, which may affect your ability to send everyday business emails.

9) Wasting too much billable time creating content

A high-quality newsletter doesn’t need to take hours of your time. Consider outsourcing to a legal content specialist who understands how to create engaging content while you focus on practicing law.

10) Expecting immediate results

Newsletters build relationships over time. You may not see an immediate surge in new clients, but consistent, high-quality newsletters will gradually reinforce your firm’s reputation and bring in new business.

A well-executed law firm marketing strategy includes a professionally designed, content-driven attorney newsletter. Avoid these mistakes, stay consistent, and watch your firm’s visibility and client engagement grow.

Need help with your newsletter? Contact us today to learn how we can create compelling, professional newsletters for your law firm.

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