Great Jakes
Items Needing Client Action
June Newsletter #1 — "Is AI Search Changing Legal Marketing?": Resend Approval
The May 28 newsletter sent to 5,443 contacts with a 31.05% open rate. Please confirm the intended audience and any subject line preference for the June 11 resend.
Awaiting Review
Newfangled In Progress
June Newsletter #1 — Build Email & Send Internal Test
May Newsletter — Resend
June Newsletter #1 — Internal Revisions & Send Test
June Newsletter #1 — Client Revisions & Re-Send Test
June Newsletter #1 — Approve Email
June Newsletter #1 — Finalize Deployment Details & Send
Recently Completed
Newsletter: "Is AI Search Changing Legal Marketing?" — Sent to 5,443 contacts
May Newsletter — All Production Steps Completed
June Newsletter — Strategy Finalized & Copy Sent to Client
Apollo List AEP Refresh — AEP Logic Built & Activated
12-Month Performance Report — Delivered
Monthly Paid Media Report (April) — Delivered
Coming Soon
SQL Newsletter — Marshall Dennehy Case Study
Case study copy in progress. Newfangled to prepare AEP flow map (open vs. non-open paths). Email deploy to follow once copy is ready.
Microsite White Paper — LinkedIn Retargeting + SQL Email Campaign
White paper design in progress on Rob's side. Strategy document to be prepared by Newfangled before next meeting. LinkedIn retargeting + dedicated SQL email send planned — not concurrent with SQL newsletter.
LinkedIn Personalized Ads — First-Name Tokenization Test
LinkedIn rolling out first-name personalization in ad copy. Newfangled to send preview of how it looks applied to the current Workbook ad before going live. Approved in principle — awaiting preview review.
Active Leads
39
May 15–29
SQLs
9
Qualified
LinkedIn Paid
4
Workbook campaign
Unqualified
1
Non-law-firm
Lead Scoring — Hot / Warm / Cold
Hot: SQL-staged leads from recognizable national or regional law firms, or LinkedIn paid leads from top-tier firms (e.g. AmLaw-ranked).
Warm: SQL-staged leads from boutique or smaller firms; untagged law firm contacts re-engaged via newsletter.
Cold: Untagged leads with no UTM data and no clear law firm identifier; personal email addresses with no enrichment.
Unqualified / Spam: Non-law-firm domains, vendor emails, contact form noise.
Hot: SQL-staged leads from recognizable national or regional law firms, or LinkedIn paid leads from top-tier firms (e.g. AmLaw-ranked).
Warm: SQL-staged leads from boutique or smaller firms; untagged law firm contacts re-engaged via newsletter.
Cold: Untagged leads with no UTM data and no clear law firm identifier; personal email addresses with no enrichment.
Unqualified / Spam: Non-law-firm domains, vendor emails, contact form noise.
All New Leads
Law Firm
LinkedIn Paid
Workbook Campaign
Last Active May 20
Assessment
- Jenner & Block is a prominent national law firm — confirms the Workbook campaign is reaching its intended audience.
- Not a current decision maker at this firm; not a near-term opportunity. Downgraded from Hot to Warm.
- Worth keeping in nurture for future consideration; not prioritized for active outreach at this time.
Law Firm — SQL
LinkedIn Paid
Workbook Campaign
Last Active May 28
Assessment
- SQL-staged lead from a well-established regional law firm — Haynsworth Sinkler Boyd is a prominent South Carolina firm.
- Converted via LinkedIn paid Workbook campaign; actively re-engaged May 28.
- High-priority outreach candidate for Rob.
Law Firm — SQL
Email (May Newsletter)
Attorney Bios Campaign
Last Active May 26
Assessment
- Email-attributed SQL — came through the May 28 newsletter directly, demonstrating the newsletter-to-SQL path in action.
- Named partner at a multi-office California firm — an ideal profile for Great Jakes' target persona.
- Strong candidate for Rob's direct outreach as a warm lead with clear content engagement history.
Law Firm — SQL
Organic
Last Active May 19
Assessment
- Named-partner at a nationally recognized litigation boutique — sophisticated buyer profile.
- Organic channel visit; no gated content conversion yet. Likely in early research phase.
- Worth monitoring for return visits or content engagement before outreach.
Law Firm — SQL
Organic
Last Active May 19
Assessment
- SQL-staged organic lead from a mid-sized Western New York firm — within Great Jakes' target range.
- No conversion event recorded; site browsing suggests active consideration phase.
Law Firm — SQL
Organic
Last Active May 19
Assessment
- SQL-staged organic lead from a boutique litigation firm.
- Organic traffic suggests active search behavior — a self-qualified visitor.
Law Firm — SQL
Organic
Last Active May 19
Assessment
- SQL-staged organic lead from a Virginia-based plaintiff firm.
- Organic channel arrival; no conversion recorded yet.
Boutique Law Firm — SQL
Organic
Last Active May 26
Assessment
- SQL-staged lead from a woman-owned, minority-owned boutique firm — signals interest in differentiation, which aligns directly with Great Jakes' positioning.
- Small firm profile; within the expanded 25–150 attorney targeting segment.
Law Firm
LinkedIn Paid
Workbook Campaign
Last Active May 16
Assessment
- LinkedIn paid lead from a mid-sized New Jersey firm — a solid target profile.
- No lead stage assigned yet; single early visit. May progress with continued nurture.
Law Firm
Email (May Newsletter)
Last Active May 26
Assessment
- Newsletter clickthrough from a Dallas-based firm; no conversion recorded.
- Email engagement is a positive signal but no further site activity to evaluate.
Not a law firm
No UTM source
Last Active May 24
Assessment
- Technology services vendor — not a law firm. Does not meet ICP criteria.
- Recommend marking as disqualified in CRM to keep pipeline clean.
Conversions by Source
LinkedIn Ads · May 15–29, 2026
Spend
$258
$257.52 actual
Clicks
21
—
CTR
0.37%
—
CPC
$12.26
—
Conversions
4
Workbook downloads
Cost Per Lead
$64
$64.38 actual
Budget Pacing — May 2026
MTD Spend (May 1–29): $965.39 · Projected Full Month: $1,031.97 · Monthly Cap: $1,000
The campaign is on pace to finish approximately $32 over the monthly cap — a minor variance given the two remaining days of May. No budget change is needed before month-end, but worth noting in June planning if a tighter cap is preferred.
MTD Spend (May 1–29): $965.39 · Projected Full Month: $1,031.97 · Monthly Cap: $1,000
The campaign is on pace to finish approximately $32 over the monthly cap — a minor variance given the two remaining days of May. No budget change is needed before month-end, but worth noting in June planning if a tighter cap is preferred.
| Campaign | Spend | Clicks | CTR | CPC | Conversions | CPA | Daily Budget | Status |
|---|---|---|---|---|---|---|---|---|
| Website Redesign Workbook (Apr 2026) | $257.52 | 21 | 0.37% | $12.26 | 4 | $64.38 | $17.00 | Active |
Email · May 15–29, 2026
Newsletter: "Is AI Search Changing Legal Marketing?"
Sent Thursday, May 28, 2026 · Subject: Is AI Search Changing Legal Marketing?
Recipients
5,443
Delivered 99.10%
Open Rate
31.05%
Benchmark 20–25%
Click Rate
4.41%
Benchmark 3–5%
| Metric | This Send | Benchmark |
|---|---|---|
| CTOR | 14.21% | 10% |
| Clickthroughs | 156 | — |
| Opt-Out Rate | 0.13% | <1% |
| Bounce Rate | 0.90% | <5% |
| Session Duration | 85.7s | 60s |
| Direct Conversions | 0 | — |
Open rate of 31.05% outperformed the benchmark range by more than 6 points. No direct conversions recorded at time of reporting — expected given the send just deployed on May 28.
AEP: Small Law Firms (25–150 Attorneys)
Activated early May 2026 · All-time performance
Enrollments
1,219
4,662 recipients
Open Rate
41.18%
Strong for AEP
Clickthrough Leads
169
2 direct conversions
| Recipients | Open Rate | Click Rate | CTOR | Clickthrough Leads | |
|---|---|---|---|---|---|
| Email #1 | 1,219 | 42.60% | 9.51% | 22.33% | 115 |
| Email #2 | 1,156 | 45.11% | 7.14% | 15.82% | 81 |
| Email #3 | 1,147 | 38.30% | 7.05% | 18.41% | 29 |
| Email #4 | 1,140 | 38.54% | 10.42% | 27.04% | 116 |
| Emails #5–7 | Not yet deployed | ||||
Email #4 is the standout performer at 27.04% CTOR and 116 clickthrough leads. Worth noting as the sequence's strongest touchpoint as planning for Emails #5–7 continues.
AEP: Apollo List Refresh
Activated May 21, 2026 · All-time performance (early)
Enrollments
162
322 recipients
Open Rate
23.57%
Cold list baseline
Clickthrough Leads
10
0 conversions (early)
| Recipients | Open Rate | Click Rate | CTOR | Clickthrough Leads | |
|---|---|---|---|---|---|
| Email #1 | 162 | 25.95% | 1.27% | 4.88% | 2 |
| Email #2 | 160 | 21.15% | 5.13% | 24.24% | 8 |
| Emails #3–7 | Not yet deployed | ||||
Only two emails sent so far. Email #2's higher click rate (5.13%) and CTOR (24.24%) on a slightly smaller list is a promising early signal for this cold outreach sequence.
Rolling three-month view covering key send dates, approvals, and client action items — May through July 2026.
Newsletter
AEP / Email Program
Paid Media
Client Actions
May 2026
SMTWTFS
26
27
28
29
30
1
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5
SLF AEP live
6
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Perf reports
16
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Apollo AEP live
22
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24
25
26
Copy to client
27
28
NL sent ✓
29
30
31
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6
June 2026
SMTWTFS
31
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May NL resend
NL #1 test
12
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NL #1 revise
16
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Approve NL #1
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NL #1 send
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July 2026
SMTWTFS
28
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30
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NL #1 resend
3
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May 28
Newsletter Sent — "Is AI Search Changing Legal Marketing?"
Completed
Jun 11
May Newsletter — Resend
Newsletter
Jun 11
June NL #1 — Internal Test
Newsletter
Jun 15
June NL #1 — Internal Revisions & Test
Newsletter
Jun 17
June NL #1 — Client Approval
Client Action
Jun 18
June NL #1 Send — "The Most Dynamic Lawyer Photos Ever"
Newsletter
Jul 2
June NL #1 — Resend
Newsletter
Campaign Progress
May Newsletter6/6 · 100%
June Newsletter3/8 · 38%
AEP: Small Law Firms (25–150 Attorneys)4/7 · 57%
AEP: Apollo List Refresh2/7 · 29%
LinkedIn: Website Redesign WorkbookActive — ongoing