Email marketingThe Missouri Bar has five main conferences each summer and fall. I created Rolling Call to Action, Fixed Send Date Call to Action, and Workflow Builder campaigns in the platform HigherLogic to drive registrations for these conferences, each with a different audience.
Email marketing
MOSOLO Small Firm Conference
Audience: Small firm lawyers, segmented by zip code
The Missouri Solo & Small Firm Conference is an annual event that celebrated its 30th anniversary in 2026. Each year, the conference brings in over 300 attendees and hosts speakers from across the country. I segmented the email campaigns for this conference into past attendees, members who have clicked on solo and small firm lawyer content in the past, and the solo and small firm committee. Depending on if they opened the email or clicked on a link, members were further segmented into groups based on interest.
In 2026, using this strategy, we had a record number of attendees register for the Solo & Small Firm Conference.
Annual Meeting
Esq. Weekly newsletter
Every Friday, the bar sends out Esq. to every lawyer in Missouri. I work with the Supreme Court of Missouri to distribute information such as court appointments, vacancies, and commentaries from the chief justice. I pull content from the bar's newsroom, promote our member benefits, and share press releases from the governor. Esq. is our most interacted-with publication, and requires close attention to detail and analytical thinking to ensure it remains worthwhile to our members.Esq. has a consistent open rate of above 50%, a click rate of 9% or higher.
Audience: All Missouri lawyers, judges, and law studentsThe Missouri Bar Annual Meeting/Judicial Conference is our biggest conference of the year, and marketing for the next year’s conference begins before the first one is even over.
Email marketing for Annual Meeting has a different strategy than our MoBarCLE conferences. There are different registration packages depending on where lawyers are in their practice, and the marketing must reflect that. I work very closely with our committees director to ensure every piece of information we put out looks and feels exactly how we want it to, and also adheres to our executive director’s vision. The Annual Meeting email marketing is segmented heavily, with targeted emails going to lawyers in specific practice areas, zip codes, and years of experience. I write all the copy, create the email design, the web page it routes to, the group it goes to, and the timeline it sends on. For each email that goes out, I track the analytics and optimize future messages to fit with trends I measure.