The client: Thomas Eggar
Thomas Eggar LLP is a recognised leading law firm in the South East offering both commercial and private clients legal services.
The challenge
Thomas Eggar had historically been producing printed newsletters, but were looking for a marketing tool that would:
- Effectively update their clients and contacts on legal developments and changes
- Track the take-up of their communications and gauge clients' and contacts' interest to qualify their return on investment
- Provide a more dynamic creative treatment for their newsletters and modernise their delivery
- Be more engaging for clients and instigate enquiries that would generate sales leads
The solution
We suggested an Innovative publication which reinvented their newsletters into a sophisticated communication tool, by:
- Being designed to be viewed on-screen with shorter sharper articles, providing messages more concisely
- Tracking all links in the newsletter which recorded audiences interests, so providing leads
- Providing data on customer motivations and which areas of employers law were of interest, so informing future marketing
- Providing a much more cost effective solution to printed newsletters
The results
From the first edition, Thomas Eggar received extremely effective results including:
- Detailed measurement statistics provided a valuable evaluation of performance
- Design and creativity that simplified the technical nature of the copy and made it attractive to read
- An open rate of 27%, compared with an industry average of 17%
- Over 700 recipients who requested further information so generating leads
- Significant costs savings on print, postage and fulfilment
The future
"Clever Marketing were incredibly supportive and helpful in getting our first electronic newsletter from an idea to a reality. We have now utilised further publications which have not only dramatically reduced our print costs, but are more engaging for our clients."
Katie Pow, Marketing Executive, Thomas Eggar LLP
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