1. Content Metrics: Interpreting the Numbers Presented By: Scott Lewis, Periodicals Managing Editor

2. Improving Your Newsletter Using Tracking Statistics Example Newsletter Tracking Report

3. Where the Data Comes From

4. Example Report

5. Open Rates What percentage of those receiving newsletter opened it. Committee emails tend to be in the range of 25 to 35 % Legal industry average is c. 22.3% – (according to MailChimp, a large newsletter emailer)

6. Global Observations Based on Tracking Reports More Popular: Practical over substantive. How-tos. Guides, primers, and tips. Overviews designed for new lawyers. Personal career stories that have wide resonance. Less Popular: “News” stories, case summaries. Narrow subjects with a limited range of potential readers. Specific cases only affecting a small subsection of a committee.

7. How This Plays Out in Practice

8. The Power of “How-To”

9. Litigation Journal eNewsletter Practical is popular again

10. More examples

11. Litigation News Changes in Top Categories over the last 1½ years As of Sept. 2013 1.Atty’s fees 983 2.Ethics577 3.Legal malpractice 531 4.Priv./work prod.486 5.Experts485 6.Discovery/e-disc.480 7.Class actions445 8.Insurance 409 9.Civil Procedure362 As of May 2015 1.Evidence1073 2.Ethics 670 3.Legal Malp 553 4.Atty’s Fees 526 5.Priv./work prod. 520 6.Prod Liab. 520 7.Discovery/e-disc. 478 8.Civil Procedure 476 9.Experts 430