When putting together an email campaign, imagine your reader as the sun that the email and all it's elements revolve around.
Rather than putting yourself at the centre and trying to express how much of an expert you are, how you are better than the rest; try to see it from the readers point of view. This should begin right from the subject line, because remember: subject line is make or break. Imagine yourself as the reader and ask yourself: would I want to open this email? What would be in it for me? Why are they sending me this? What will I gain? Then, write your email from that perspective.
All lawyer marketing, not just email, should achieve two things. First, it should convey your expertise in a non-threatening way. Second, it should convey your personality. People want to communicate with a real human being, not the big, scary lawyer-monster (never forget, we’re intimidating to non-lawyers). There are two kinds of email marketing that miss the mark. The first is the ‘stuffy professor’ approach, with all kinds of legal jargon and citations that no non-lawyer will read or understand. True experts can take complex concepts and present them in a way that’s easy to understand. Of course, some newsletters swing the pendulum all the way to the other end and have no substance whatsoever… Sudoku puzzles. Photos from your summer vacation. Promotion of community events. Recipes (no joke, I’ve seen newsletter companies put that in attorney newsletters).