In this blog post, I will outline some of the ways law library directors and their teams can maximize the value of email alerts and newsletters (aka bulletins) sent to attorneys, support staff, and clients.
UNDERSTAND THE CURRENT AWARENESS NEEDS AND PERSPECTIVES OF YOUR PATRONS
Effective alerts and newsletters are often designed to provide “current awareness” and keep busy recipients informed about news and social media related to topics of interest, client development opportunities, industries, regulatory and legislative developments, and competing firms. Naturally, emails with irrelevant news are seen as a distraction and go unopened. Creating meaningful goals and performance metrics for alerts and bulletins requires understanding the interests and perspective of each patron or group. For example, marketing and business development professionals have much higher-expectations than other patrons. They may want alerts to contain actionable intelligence that results in new business leads for a specific practice area.