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Sutherland Asbill & Brennan LLP is a law firm with global reach known for solving challenging business problems and resolving sophisticated legal issues for many of the world’s largest companies. Founded in 1924, the firm handles matters throughout the United States and worldwide. Sutherland has seven major practice areas: corporate, energy and environmental, financial services, intellectual property, litigation, real estate and tax.
In 2005, Sutherland launched the Liquefied Natural Gas (LNG) Law Blog (www.lnglawblog.com) as a vehicle to communicate with the LNG industry and put forward ground breaking ideas. As LNG emerged as a potentially significant source of energy for the U.S., it was important to identify and target this niche market rather than attract the masses.
Once the blog was up and running, a correlation between readership of the LNG blog and new business began to emerge. As a result, Sutherland decided to focus on building readership to identify new prospects.
In order to increase readership and maintain current reader interest, Sutherland had to consistently offer compelling content. However, the firm was struggling to determine what readers were interested in, as there was no way of gathering feedback on the blog’s content. The hope, as with all online publications, was that with better content a stronger following would develop and increase subscription numbers, which in Sutherland’s case could attract new business.
Sutherland’s e-mailing system didn’t collect real-time data so there was no effective method of collecting intelligence from their audience. Such intelligence would enable the writers at LNG Law Blog to develop more compelling content and thus retain current subscribers and raise awareness amongst potential readers. This is where Concep Campaigner comes in.
Sutherland’s solution came in the form of Concep Campaigner, a BtoB interactive, e-mail marketing platform that allows Sutherland to send e-mail newsletters to their readers.
Through Campaigner reports, Sutherland receives specific readership statistics on who clicked on certain sections of the e-mail newsletters and pages on the blog, and how long they spent reading certain sections. This data allows Sutherland to see which subjects their readers are interested in, enabling the writers to post more targeted and interesting content, giving the blog more credibility and indirectly raising awareness of Sutherland and the firm’s position as thought leaders in the LNG industry.
- Michael O’Neill, Sutherland (Energy Policy Analyst) stated, “The e-mails we develop through Concep are a key driver of new readership without question.”
- The subscriber number jumped 20% from 1,500 to 1,800 within eight months, meaning the firm is distributing relevant content to a specific target audience in real time.
- Average click through rate of the newsletter by viewers: 45.78 % versus the national average click rate of 6.2%*, an impressive number that highlights that almost half of those who opened the campaign, clicked on links and relevant content.
*Epsilon study
