Law Firm B2B Email Newsletter Campaign

Company: Keller Postman LLC (formerly Keller Lenkner LLC)

My Role: Marketing Director

CHALLENGE

As part of my responsibility to develop and strengthen Keller Postman's relationships with both current and prospective co-counsel/referral firms, I pitched a strategy to launch a monthly newsletter targeting this audience. The challenge would be to build a brand new opt-in email list, determine the content that would be most interesting to this audience (and most helpful to raising our firm reputation), and develop a standardized process for collecting content each month.

APPROACH

As part of my account-based marketing strategy, I worked with the firm to identify key contacts within each of Keller Postman's co-counsel and referral law firms. And I also worked with individual attorneys to identify prospective accounts and emerging partnerships (and the key contacts within each of those firms). I led a targeted outreach strategy dependent on personal outreach to receive confirmation from key contacts that they would like to join our email list to receive key case updates and firm news.

We focused on case updates around matters in which we were still accepting new clients. These cases were simultaneously those that these firms were most interested in learning more about. Case update content included the status of the matter, plus any standout accomplishments that the firm had achieved around these matters (to highlight our litigation prowess and strength as a potential partner).

I developed a standardized process and newsletter committee (comprised of Associate attorneys working on newsletter-specific cases) to help me gather monthly content related to key matter updates.

The newsletter also included relevant legal insights (such as blog posts or bylined content) and general firm updates, to showcase our influence on the plaintiffs' bar (again, furthering our reputation as an influencer in the space). We also included new attorney hires, to emphasize our continued rapid growth.

RESULTS

• Built opt-in email list from 0 to 703 contacts

• 44.7% average open rate

• 7% average click-through rate

• 14% average click-to-open rate

• .65% average unsubscribe rate

SAMPLE NEWSLETTER