How to transform your firm’s email newsletters into engaging apps
Every top law firm has a small arsenal of weekly, monthly or even daily newsletters it sends to its clients.
In the last week alone, the top 5 law firms published 39 news pieces – that’s 7.8 on average per firm in a single week – it’s no surprise that firms rely on email newsletters to communicate the bulk of their news.
But according to eConsultancy’s latest email benchmarking report, 62.75% of emails in the legal industry are left unopened, and 93.25% are never clicked on.
And that shouldn’t come as news to any of us. 45% of adults feel they are emailed too often by companies. And when those emails are composed of 8-12 page long articles (such as the ones produced by the top law firms), then that figure can be amplified.
On top of that, most email updates include a variety of topics covering an extensive range of legal sectors, and personalisation is a complex process which most law firms haven’t mastered yet.
Luckily, Fliplet has a revolutionary solution that continues to transform the tired newsletter format into a highly active source of engagement.
Why is this important?
GDPR is changing the way law firms will be able to contact potential and existing clients through emails. This means that all firms will have to cull their mailing lists before GDPR is enacted. They will have to confirm that those receiving newsletter emails still want to receive them. As response email confirmation is usually low, law firm mailing lists may decrease by 50% or more.
To make matters worse, firms will have to get yearly confirmations from those remaining on the mailing list. Unless your legal newsletter is extremely relevant, readers will not reply confirming to receive it.
Why are legal newsletters failing to make an impact?
- Email priorities
The average professional receives hundreds of emails per month. These range from highly important information to aggravating spam. Unless your legal newsletter is specifically engaging to the individual or generally fascinating with high quality content, it could easily get lost or purposefully ignored. As business emails will take priority, trying to send out your newsletter when each individual is receiving a low influx of business emails is almost impossible.
Are you using your newsletter for existing clients or to attract new ones? Whatever the reason, many archaic legal newsletters require a subscription for access. All of your readers are just one click away from unsubscribing. They have little freedom to pick and choose what they read and can often grow tired of generalized newsletters that may have little to no relevance to their business or relationship with you. As a reader, there’s little room to be flexible with content and time in which they receive it.
- Broad nature
The digital age has moved past newsletters. Readers now expect to filter topics they want to see which allows a more personalised access to information. Newsletters, however, are almost impossible to narrow down. For example, one can rarely unsubscribe from certain emails. Usually you only have two options: subscribe or unsubscribe. It is time law firms gave readers more options, without the hassle of email clutter.
- Time consuming
‘Quality not quantity!’ An ample phrase warning you that quality takes time and effort. Impressive newsletters with powerful content require hours of research and expert writing skills. Time is precious, especially in high-powered law firms. If you know your firm has higher priorities than creating the best possible newsletter, maybe it should look for more efficient solutions.
- Mobile usability
From a technical perspective, some law firms have yet to become device savvy. An aesthetically impressive newsletter on a computer may not translate well onto smaller devices. Emails are particularly unexciting – they lack the interactivity and visual impact of newer channels. These added extras for smaller devices can extremely enhance engagement and have yet to be taken advantage of. Legal newsletters tend to be built in a stagnant way that stops the medium evolving with the fast-changing digital age.
How can mobile apps solve all these issues?
Although they’ve only just started appearing in the industry, mobile apps have been proven to free legal newsletters from its restrictive bounds and transform them into popular sources of engaging content.
The flexible app
Life in law firms tends to be hectic. Committing to top notch weekly newsletters can be a large undertaking. With a flexible mobile app, writers can upload content as soon as it’s completed, without having to stick to rigid deadlines. If some weeks have more news updates than others, companies do not have to wait for the weekly newsletter to promote an article or blog. They can upload content as it occurs. This will provide readers with a better and more current wealth of information.
Another flexible benefit to mobile apps is the aesthetic. Apps, especially those built with Fliplet, tend to transfer extremely well from Android phones, iPads, desktops and more! No matter what software the app is accessed on, the same quality display and content is achieved. Clients do not have to be on a laptop at work to read articles in a visually impressive manner. They can also choose which device they primarily read content on. This expands reading time to any part of the week! Whilst professionals may turn off their emails on the weekend, their apps never cease to be used.
The personalised app
Mobile apps are built to be personalised. Top UK law firm Bird & Bird have successfully achieved this in their app, ‘Judgment Day.’
By launching the Judgment Day app (below),clients could choose which IP judgment topics they received notifications for — it’s the utmost personalised experience, with no wasted notifications. The app also allows you to browse any judgments in case your interests change. The scope of the app lets Bird & Bird add general information on the company and its services. This transforms the app into a marketing tool as well as a portal for news updates.
Bird & Bird have truly gained the best of both worlds; they can emphasize the exclusivity of the app to their clients as well as providing information to prospective clients in a personalised manner.
The leading technological app
Mobile apps have the potential for aesthetic quality far greater than newsletters. Instead of the basic scroll-down newsletter with overloading text and general information, you can make the app as interesting as you want! Eversheds Sutherlands have made the most out of their app, ‘Salt Shaker.’
Interactive maps, personal biographies and a special ‘briefcase’ options makes this app visually stunning. Eversheds are leading the way in mobile app technology proving that the potential is far greater than standard newsletter emails.
The unintrusive app
Emails can be untimely and intrusive. With an app, your users choose to receive notifications only about the topics they truly care about – so when they receive that push notification, they’ll know it’s relevant to them.
In an extreme case we saw recently, pub company Wetherspoon’s deleted their entire mailing list – they argued it was too intrusive to their users’ inboxes and personal information.
At Fliplet, we believe that replacing legal newsletters through mobile apps is just the beginning. Our own service allows you to build multiple apps in as little as 15 minutes! With our constant maintenance, customer success and zero coding skills required, the potential is truly astounding. We are already working with top law firms and the response has been overwhelming.
Curious about making your own legal news app?
Would you like to transform your newsletters into engaging mobile apps? It’s MUCH easier than you think it is! Talk to us today and you could be launching your app in just days.