Creating an Archive Page for Your Newsletter

Here is an example of our archive page. Click image.

Here is an example of our archive page. Click image.

You can display past issues of your Let America Know newsletter on your website, in a blog, in social media, etc., anywhere you can paste a link.

Here’s how it works. At the top of your newsletter is a link that says, “View newsletter online.” This will open a page in your browser with your own unique newsletter link at the top. This link is dynamic and will always display your current newsletter.

For back issues, you’ll need a static link as follows:

 

http://letamericaknow.com/view_newsletter_ysk.php?memberid=21008&orderid=39&newsletterid=182&issueid=1406

This is the static link for our house newsletter from June. To create a static link for your newsletter, note the highlighted numbers: the order ID and the issue ID. Now go back to your dynamic newsletter link by clicking “View newsletter online.” Find the order number for your newsletter (which will never change) and replace the “39″ above with that number. Then change the “1406″ above to “1405.” Paste the whole URL into your browser and hit return. Voila, you should be looking at your newsletter for May 2014.

You can do the same for any issue published during the past 12 months just by changing the issue ID. So 1404 for April, 1403 for March, etc. And 1312 for December 2013, 1311 for November 2013, etc.

Now you can create an archive and share past issues with your online community. For more help in setting up an archive page, just let us know.

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Understanding Open Rates

ArtKosPhotoBy Art Kosieradzki,
Co-founder

In the email marketing world, the sun rises and sets on measurable statistics. By measuring how many people are opening your monthly email campaign and monitoring which links are being clicked the most often, one can make informed decisions on how to continually improve those numbers.

A common misconception among those who are new to the practice of email marketing is the expectation of high open rates. It’s best to maintain realistic expectations and work to improve. So what’s a realistic open rate? Let’s be blunt. It isn’t going to be 90%. Not even close. If you were giving away free money you wouldn’t score that high.

It sounds bad, but it gets better.

The expectations are different for different types of campaigns. Marketers are pretty happy if a standard commercial email promoting a sale or a new product, for example, generates a 2% unique open rate (unique means subscribers are only counted once no matter how many times they open the email). Membership organizations, like your state trial lawyer association, might boast open rates as high as 40% on monthly or bi-weekly updates to active members. The open rates for general interest newsletters like You Should Know are typically in the 10% to 20% range. In 2013, the average monthly open rate for You Should Know was 13.8%

While 10-20% may seem low at first glance, consider that the people that comprise the 10-20% are the ones most engaged in your message. Imagine what an incredible asset this is for you: The top 10-20% of people most likely to seek your services are reading your marketing message every month. Also consider that although that number may stay the same each month, actual readers may differ based on the topic. This means the cumulative number of people from your subscriber list that open your newsletter each year will be significantly higher than 10% to 20%.

List Hygiene – Another Good Practice

You can usually expect the open rates for your first few mailings to be slightly lower. This is especially true if you started collecting email addresses before you began sending a consistent, sustained email newsletter. But on the bright side, your first few sends will help you do some list hygiene. Those recipients who forgot who you are or who are simply no longer interested will more than likely opt-out early. After a few months, you’ll be left with a lean, mean list of people who WANT to hear from you. And those are people worth marketing to.

Continual Improvement – An Even Better Practice

There are  many techniques involved in improving your open rate. At Let America Know, we closely monitor such factors as the time of day that recipients open their emails. When we notice a trend, we’ll try to target it on the next issue. We are careful to be consistent in our “inbox marketing” efforts, meaning we’ll use a solid subject line so your message soon becomes recognizable and intriguing to readers at a glance. We also run numerous A/B tests to determine which headlines and images do better than others.

You can do your part by updating your custom content on a regular basis. Use the message section of the newsletter to share information about your accomplishments, the cases you are working on, public service projects, staff changes, etc. And don’t be afraid to lighten it up a bit: One Let America Know member publishes a lawyer joke each month in his newsletter!

Content for Social Media

On top of all the important statistics that support your email campaign, don’t forget the value derived at re-purposing your email content throughout your social media platforms. Let’s face it, coming up with valuable content to share with others isn’t easy to do on a consistent and strategic basis. Since your email newsletter is carefully crafted by our editorial staff, you’ve now killed two birds with one stone. After your campaign launches, use the Marketing Download to systematically post  in places like Facebook, Twitter and LinkedIn.

If you have any questions or ideas you’d like us to discuss, please send them to me at art@letamericaknow.com

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Four Reasons Email is Your Most Important Digital Asset

ArtKosPhotoBy Art Kosieradzki,
Co-founder

When it comes to building online community, email remains king. Yes, other social platforms are important, but the personal one-to-one outreach via email just can’t be matched. Email has become one of the most important forms of communication in today’s digital world. Whether email use is now 2 billion or 3 billion sends each day, the numbers are staggering. Think about it, how often do you use email in a day? The truth is, your email list is your #1 asset for online community building. If you aren’t building your list, you could get left behind. Here’s our take on why email remains so important:

  1. When people allow you to email them, it’s a huge sign of trust. People get a lot of email. So it’s a gift if they’ve opened the door to let you in their inbox.
  2. People are constantly checking their emails. They make sure they look before discarding to make sure important items aren’t lost. The same can’t be said for social destinations like Facebook, Twitter or LinkedIn. Yes, they may look often, but often posts fly through their news feeds, garnishing little to no attention.
  3. Ignoring your status update is much easier to do then ignoring your inbox.
  4. Email is more personal and allows personal interaction without involving other people. Someone is infinitely more likely to send a personal response to email then they are to a social media post.

Don’t get me wrong, social networking, blogging and other online tools serve an important purpose and help build that online community, but nothing replaces the one-on-one interaction of email. Building and maintaining that email list could very well be one of the most important investments you make in marketing your practice.

I hope you found value in this article and appreciate your attention. If you have any questions or ideas you’d like us to discuss, please send them to info@letamericaknow.com. Expect more best practices in email marketing in the weeks to come. We live email marketing-messaging and want everyone to benefit from the power of this extremely important 21st century marketing tool.

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Life Without Lawyers

We try to keep you informed of some of the different ways the propaganda train bashes lawyers. I hope you understand how this hurts trial lawyers even though we know it’s not true. If all of us work together to tell the truth, we can make a difference. That is what we are about.

Here is John Stossel once again attacking attorneys on national TV. His show tonight is called “Life Without Lawyers.” Take a look below at what he is saying. He has not only produced a TV show with this propaganda, it is also on the twitter and facebook.

You can help. Join our Let America Know campaign and spread the word to everyone you know through email and other social media outlets. It’s easy to participate and it works.

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“Comment” to Chamber Post

Here is an example of why we are working so hard to Let America Know what happens in our court system. The chamber twists the perception of what is really happening by creating distorted images of a legal system gone wild. That in turn causes people to question our system of justice. Read this comment posted on the chambers Faces of Lawsuit Abuse site to see what we mean.

We need to work together to tell the real story. We need to work together to show the compassion of trial lawyers. We need to work together to help people understand how everyone’s lives improve when those who do wrong are held accountable. We need to Let America Know.

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