Freeman, Mathis & Gary Uses c21's Direct Dialogue to Engage Audiences with Expert Counsel

Freeman Mathis & Gary, LLP (FMG), a specialty litigation law firm in Atlanta, offered clients news and information via LawLine, a quarterly publication. Printed copies of the newsletter averaged 10 to 12 pages and were sent to recipients by mail. While the printed version allowed executives to read the hard copy at home or on a plane, FMG wanted to deliver the newsletter to clients in a more time efficient manner, cut printing costs and increase its commitment to eco-friendly business practices. The firm also did not want to use valuable space to archive old print versions. Everyone agreed that an online reference resource would be more convenient for clients and the firm.

In January 2009, FMG retained c21i, c21's interactive practice group, to convert the printed LawLine into a monthly e-newsletter. c21i worked with FMG and a graphic designer to create the template, upload the current month's articles and send to a list of FMG clients, attorneys, potential clients and referral sources via c21i's proprietary e-mail marketing system, Direct Dialogue. Thanks to the detailed reporting provided by the system, FMG can conduct targeted follow up with potential clients and referral sources to improve client communications and business development.

For the first two editions, four to five main body articles were accompanied by numerous sidebar stories. The open rates were comparable with industry averages, but the click-through rates were low. This meant that clients were engaged and interested in what FMG had to say, but the sheer number of articles was overwhelming. As a result, c21i recommended reducing the content to three main body articles and one or two sidebar stories. This would give FMG an opportunity to engage recipients with more targeted content, as opposed to several topics addressed in each e-newsletter. c21i also included a one-click option to download a PDF of the entire newsletter, should recipients want to print the LawLine and read it later.

Since adopting the new streamlined structure, LawLine has consistently seen open and click-through rates that exceed national industry averages. Within one year, the open rate has increased 13 percent and the click-through rate has more than doubled. In the coming months, c21i will incorporate one-click RSVP for FMG seminars and webinars, making it easier for recipients to reply to event invitations.

If you're interested in converting your company's print newsletter into e-mail, or if you'd like access to the detailed reporting provided by Direct Dialogue, please contact Marlena Reed, vice president of interactive.