Email Marketing for Law Firms: The Ultimate Guide (2023)

Published on November 02, 2022

Writing an email can be quite difficult sometimes, especially when you’re trying to come up with something that the recipients won’t find too boring or uninteresting.

And while there are many different things that you can say in emails, law firms should avoid spammy emails at all costs because they can give your firm a negative reputation.

The following email marketing guide will teach you how to use email marketing in the right way to promote your law firm and bring in more clients. [2023]


What is email marketing?

Email marketing is a way to connect with prospects and clients by sending them regular email updates about your company or services.

Email marketing for law firms can be an excellent way to attract new business, but it does require some work.

Read also: The Ultimate Guide To Email Marketing: A Simple And Step-By-Step Guide.

Here are the basics that you need to know when considering email marketing as part of your legal practice.


Why should you start an email list?

How much time do you spend on email marketing every day? If you’re like most law firms, it takes up about a third of your day.

Email marketing for law firms is an essential part of what we do. But it’s often overlooked and put off until last. Starting an email list should be at the top of your to-do list. This year don’t let that happen to you.

Email marketing for law firms is essential, but it doesn’t need to take up a lot of your time. If you’re going to start an email list, then use our guide to help you get started off on the right foot.


How do you get people to join your email list?

The best way to get people to join your email list is to offer an incentive. This could be a discount on your services, free consultation, or something else that you want them to take advantage of.

Once they opt-in, make sure you send them at least one email per month.

There are a lot of other ways to get people to join your email list, including offering giveaways on social media and posting about your newsletter on Facebook or LinkedIn.

Free consultations are an excellent way to catch the attention of people who need your services.

Always be sure to send them at least one email per month, even if it’s just a quick reminder of why they’re on your list.


How can you convert customers from your email list?

1) Have a great product or service to offer.

2) Use an email list to get people who want your product or service, and are interested in it, on board with your business.

3) Give them the information they need about what you offer and how to contact you.

4) Follow up with them when appropriate, so they know that you care about their satisfaction and success with your company.

 5) Make sure to have a clear call-to-action in each email that gets sent to your list.

 6) Have a clear strategy for your email marketing campaign, and don’t deviate from it.

A common mistake that many companies make is to try to be all things to all people, with varying strategies and techniques in their marketing efforts. If you have a diverse customer base, this may work for some customers and not others.

In addition, if the messaging changes too much, those who subscribed to one aspect of your message may unsubscribe because of lack of interest.

One way to solve this problem is to create specific lists that appeal to different segments of your customer base - these will help keep your messages consistent while still catering to everyone’s needs.

Read also: 9 Surprising Benefits of Email Marketing

What else do I need to know about emails?

Email marketing for law firms is a powerful tool for generating leads and expanding your brand. It's not as simple as sending an email blast to your entire contact list, though.

Here are some things you need to consider before you send your first marketing email.

Who should you send your emails to?

Your entire contact list is probably not a good idea. You'll want to tailor your emails to specific audiences based on their interests, job titles or geographic locations.

How often should I be sending these out?

Send too many emails and subscribers will opt-out of receiving them. Not enough, and they might forget about you altogether.

What about CTA's and content for my email marketing campaign?

Some lawyers choose to add graphics or other design elements to their emails, but this isn't necessary. Don't use all CAPITAL LETTERS in your subject lines because it can come across as being aggressive.

What should I do if someone unsubscribes from my mailing list?

Don't take it personally! It doesn't mean that the person doesn't like what you're doing; it just means they didn't feel engaged by what you were sending out and decided to unsubscribe themselves.

It's also a good idea to update your contact list from time to time by removing duplicate entries, people who have moved on from their job or those who no longer work for your client. If you don't, you could end up spamming old contacts that have long since left a company.


What kind of emails should you send?

When it comes to email marketing for law firms, quality is more important than quantity. Sending an email newsletter every couple of weeks is far better than daily or weekly emails that contain too much information or do not provide any value.

 Make sure you are sending high-quality emails with tailored content to your audience members that will keep them interested.

Also, use different types of content within your emails such as links, quotes, and inspiration, making them more personalized and interactive.

If you are looking to build trust and credibility, avoid sending overly promotional emails.

Also, make sure you include a call to action in every email you send so that your audience can convert on whatever action you want them to complete.

It is also important to track your emails using analytics software so that you can keep track of what is working and what isn’t.

Finally, don’t forget about social media integration.

Each email you send should be in line with your overall branding. Make sure that if you have a logo, it is included in each email and that it is not overly promotional.

Try to limit yourself to two CTAs within an email if possible so that your audience knows exactly what action you want them to complete.


What should your subject lines be like?

I've written a post on email marketing for law firms that has everything you need to know.

1) Make sure your subject line grabs attention and stands out from the rest of your emails. It should be simple, direct and offer value. You may have noticed some examples already in this post.

2) Don't be too long with your subject line, it should be kept short to encourage them to open it and read more without giving away the whole story in the first sentence.

3) Use numbers in your subject lines so they can see how many messages they are missing if they don't check their inboxes regularly.

Read also: 7 Ways to Use Targeted Email Marketing Without Spamming.


Email marketing is the most cost-effective form of digital marketing available. It is a great way to reach your target audience and create a personal connection with them.

Follow these simple steps and you'll be well on your way to successfully implementing email marketing for law firms in your practice.

Once you've drafted a few campaigns, test them with your subscribers. Send out a few different versions of an email and see which performs best.

Take note of which subject lines or images garner higher open rates, what your click-through rate is, and how many unsubscribes you get from each campaign.

Use these notes to make changes in future emails you send out so that you can continue to improve.

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