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Email Marketing for Law Firms

November 15, 2022
14 min

Research shows that thanks to the strong ROI—around $40 for every $1 spent—gotten from email marketing, 89% of marketers use it to generate leads. This makes email one of the most effective marketing channels for law firms. By sending out personalized emails, firms can showcase their knowledge and legal expertise in a particular area of law. Additionally, you can use emails to cultivate relationships with current clients.

Creating a successful email marketing strategy can take time and effort, but when done right, email marketing efforts can be a powerful asset in your marketing arsenal.

This article will provide information on how to start an email marketing campaign for law firms, including how to:

  • Build Lawyer email marketing campaign strategy
  • Define attorney email marketing goals and KPIs
  • Collect an email list for a law firm email marketing campaign
  • Create compelling content for your law firm email marketing campaign
  • Find a suitable software for your law firm email 
  • Measure your email marketing campaign results

Why Choose Email Marketing for Lawyers?

Email marketing is an effective method of establishing credibility in the legal industry. There are three main reasons why email marketing for attorneys is a good idea:

  • You can demonstrate your expertise with the help of a law firm email marketing campaign. Legal terminology and updates to existing legislation can be really confusing for many people. That's why email is a perfect opportunity for you to show your expertise to your potential clients. Come up with a clear explanation for the latest legal changes in your practice area, and you will see real appreciation for it from those reading it.
  • It sets you apart from competitors. One of the tricks you can do to outperform your competitors with the help of your attorney email marketing campaign is to offer sign-up benefits like a free consultation, webinar, legal podcasts, legal newsletters, etc.

These things really bring traffic and give you an extra opportunity to provide advice and showcase your expertise. The only drawback is that you have to give your work away for free. The ways to compensate for this are to limit your consultation to up to 20 minutes and prescreen the people to which you're offering a free consultation.

With the prices on email marketing software starting at 5$ (some software companies even offer free trial periods), you get a pretty cheap and excellent marketing option for your law firm. 

Your Lawyer Email Marketing Campaign Strategy

Email marketing plan main points

You must have a plan before you start your lawyer email marketing campaign. We'll briefly go over the plan's main points here and then go into more detail about each in subsequent sections.

1. Define the KPIs and outline your email marketing goal. Law firms should monitor key performance indicators (KPIs) to determine their success. Attorney campaigns aim to increase brand awareness, generate leads, and foster client loyalty.  These goals can be measured using KPIs such as open rate, click-through rate, and conversion rate. 

You can build a relationship with your audience and showcase your legal abilities by tracking the right KPIs and setting realistic goals.

2. Collect a list of clients. While it isn’t hard to build an initial email list, it is hard to grow it. You can ask visitors to subscribe to your newsletter after signing up or agreeing to the Terms and Conditions. You can increase the contact list by offering free resources on your law firm’s website, such as ebooks or whitepapers. You can also use social media to promote your sign-up form.

3. Make engaging content. The important thing to consider when thinking of a strategy is the content you will provide. Do you want to provide helpful legal tips, give updates on recent cases, or share news about your firm? The content you opt for should be what your audience needs.

Possible content could be an ebook, blog/academy article, tutorial, webinar, an AMA with experts in your firm, etc. 

4. Select suitable software. Before you choose any email software for your attorney email marketing campaign, you need to decide what features to look for in an email marketing platform. Along with the basic product characteristics like mobile-friendly templates, email automation, customer support, list management, and tracking, good email software should:

  • provide reporting options to track your KPIs
  • integrate with other apps and software systems
  • come up with a range of pricing alternatives
  • support you with an easy-to-use email builder
  • show a nice selection of email templates

Define Your Attorney Email Marketing Goals and KPIs

Before investing time and resources into email marketing for your law firm, it's important to define your goals and key performance indicators (KPIs). Your goal is your firm's desired outcome, whereas KPIs indicate how well you're progressing toward that goal. Your KPIs should always be aligned with your goals. By doing this, you'll be able to measure the success of your email marketing campaigns and make necessary adjustments along the way. 

Some common goals for attorney campaigns include increasing brand awareness, generating leads, and fostering relationships with existing clients. By defining your goals and KPIs upfront, you'll be able to create more targeted and effective campaigns that deliver real results for your business. KPIs that you might track include email open rates, click-through rates, unsubscribe rates, and conversion rates. Examples of tools that can help you track KPIs are Google Analytics, Tableau, SimpleKPI, etc.

Collect an Email List for Law Firm Email Marketing Campaign

Before launching a campaign, you must build up a solid email list. This list should include prospective clients and leads who have expressed interest in your firm's services.

There are a few different ways to collect email addresses. The best method will likely vary depending on your firm's size and budget. 

Give People a Reason to Sign Up

When you're building your email list, you're building your sales funnel; you want to make sure you give people a reason to sign up and you want to get people excited about your firm, not just sign up because they have to. 

You can start by offering clients incentives that would get them to input their contact details in the box. The rewards you want to provide to clients depend on your budget. Some of these sign-up bonuses may include:

  • a free legal webinar
  • a nice checklist or a cheat sheet
  • a free eBook
  • a PDF of your blog post
  • an online course
  • an email series on a topic

Furthermore, make it easy for visitors of your site to sign up for your email list by including a sign-up form prominently on your homepage or in your site's header or footer. 

Create a Proper CTA for Your Law Firm Website/Landing Page

Tauber Law CTA

One of your main objectives should be to get more clients. This can be achieved by way of the lawyer website itself, as your site or a law firm landing page is the face of your law firm. It must therefore be professionally designed and serve its purpose well.

A good website should always have a call to action. The call to action could be to request a price quote or to schedule a consultation. It could also be to ask a question or to make an appointment. A good call to action will increase the conversion rate of the website.

Use Social Media for Creating Your Law Firm Email Listing

If you want to create an email listing, one of the best ways to do so is through attorney social media accounts. By engaging with prospective clients on platforms like Twitter, Facebook, and LinkedIn, you can encourage them to sign up for your monthly newsletter or other email communications. Just make it easy for them to do so by including a link to your sign-up page in your social media profiles and posts. 

In addition, you can use social media for lead generation. Facebook also gives users the option to run Lead Ads. These ads are compatible with mobile devices.

How do they work? Rather than sending visitors to a landing page where they must manually fill out a form and press submit, they need to click the ad. After doing so, their contact details are auto-filled, and they press enter. 

Add Pop-Ups to Your Law Firm Website

Most law firms in the world use pop-ups on their websites. They work by letting your target audience know you have an email list and that you want their email addresses. A pop-up allows you to offer your prospects something for free—for example, a free checklist or an ebook. You want to give them a reason to sign up. 

You can place these pop-ups on various pages of your website. Only a few people like pop-ups, so make sure you don't overdo it or clients will unsubscribe. 

How to Build a Pop-up Form for Your Law Firm Website

If you're looking to add a pop-up form to your website, there are a few things you'll need to do.

  1. Decide what information you want to collect from your website visitors. This will help you determine the fields to include in your form.
  2. Choose a pop-up form plugin that works with your website. There are a variety of plugins out there, so do some research to find one that fits your needs.
  3. Once you've chosen a plugin, follow the instructions for installation and setup.
  4. After installation, you'll need to configure it to display your form. This includes setting the display conditions and form fields. This will involve adding fields for the information. 
  5. Remember to test your form to ensure it works perfectly. You have to test for speed, clicks, and conversion. 

Provide Free Consultation

Free consultation offer

Think about it: prospective clients can receive hundreds of emails daily. They don’t have time to read everything they receive. They’re more likely to read emails that have something valuable to offer, like a free consultation.

Offering a free consultation has its pros and cons. First of all, obviously nobody pays you for that consultation and even if you answer all their questions and provide the best advice you can, they can still choose someone else. Secondly, it's hard to predict who is going to apply for your consultation - sometimes it's just not a client you want to work with.

From a solo attorney or a small law firm perspective, these look like reasons to discourage you from giving anything for free. However, keep in mind that there aren't really many attorneys offering free consultations, which already gives you an advantage over your competitors. Also, many potential clients look for some kind of conversation with an attorney before hiring them. Another small trick: if your state bars require you to offer some reduced fee or free (pro bono) work, offering free consultations gives you an opportunity to kill two birds with one stone.

Create a Compelling Content for Your Law Firm Email Marketing Campaign

As a law firm, you need to understand the importance of law firm content marketing and its role in attracting future clients. With so many competitors, it can take a lot of work to stand out from the crowd. That's why compelling content that will grab your readers' attention and make them want to learn more about your firm is crucial. 

1. Provide a Case Study

This is a great way to help prospective clients understand how you can help them with their legal issues. It could briefly explain a recent court case or legal analysis that may interest your clients.

2. Show Q&A With One of Your Lawyers

This is an excellent way to introduce potential clients to your team and give them insight into your firm. It is also a way for clients to get answers to questions from an expert in the industry. You could include a description in an email to your client. 

3. Provide Links to Educational Content

One way to stand out from the competition is to offer educational content in your emails. This can include articles, blog posts, or even infographics that explain the legal process or provide helpful tips. By providing valuable information, you will show prospective clients that you are an expert in your field and interested in helping them.

4. Give an Overview of Law-Related News

The law is constantly evolving, and there are always new developments to keep up with. Whether a new law is being passed, a court case is making headlines, or there is an update to existing law, there's always something going on.

You can send emails updating clients on what's going on in the industry for lawyers, law students, or anyone who likes staying informed.

5. Announce Events and Activities 

A great way to keep clients up-to-date on the events happening in the firm is through email campaigns. Remind them about upcoming events, seminars, or webinars you will host or participate in.

The content you include in your advertising email must have the following:

  • A subject line that piques curiosity and encourages recipients to open the email.
  • A brief but compelling opening paragraph that draws readers in and sets the tone for the rest of the email.
  • A mix of informative and persuasive content that educates recipients on the benefits of your legal services and convinces them to take action.
  • A call-to-action (CTA) that is clear, concise, and easy to follow.
  • A professional yet personal closing that leaves email recipients wanting more.

6. Improve Law Firm Email Campaigns for Mobile

Most people now use their phones as their primary email device, so ensuring your email is optimized for mobile is important. This means using a responsive email template that automatically adjusts to fit the device's screen size and making sure that the subject line and call to action are clear and concise. It would be best to take advantage of mobile-specific features like push notifications to ensure your messages are seen.

7. Include Images in Your Email Newsletters

Including images in your email newsletter can grab the attention of your subscribers and make your message more engaging. Images can also help to break up text and make your newsletter more visually appealing. When choosing images for your newsletter, be sure to use high-quality images that are relevant to your content. 

Find a Suitable Software for Your Law Firm Email Marketing Campaign

Knowing which best suits your firm can be difficult with so many email marketing platforms available.

Once you've determined what features you need, you can compare the price and reviews of the email service providers to find the best fit for your firm. If you're starting, perhaps choose a less expensive option; however, if you have a larger firm and plan to send many campaigns you'll want to consider a more expensive option with more features and a higher delivery rate.


What is Malchimp

MailChimp offers a great email tool that provides options like:

  • creating email marketing segments to specific subscribers to see which content is more appealing for your clients and works best;
  • integrating with your Google Analytics account, which allows you to see how many people came to your website via email;
  • providing mobile-version preview and test;
  • excluding inactive users so that you can concentrate on the audience that is interested in your legal services;


What is Moosend

Moosend is one of the best email marketing platforms you can use to create and send newsletters, promotional emails, and other marketing communications. It offers several features, including:

  • opt-in message customization
  • suppression list allowing you to reach the right audience
  • ability to target specific audiences with tags
  • templated segmentation


What is Mailerlite

If you're looking for a campaign that will reach your target audience, consider using MailerLite. MailerLite is one of the best email marketing software that helps to:

  • create a custom social media block for your emails
  • generate a new email automation segment when a subscriber completes a workflow
  • update your email footer en masse


What is ActiveCampaign

ActiveCampaign is an excellent choice for most law firms—big or small—because of its great pricing system. By using ActiveCampaign, you can easily:

  • split-test your email subject lines
  • create customized emails
  • create different types of email campaigns


What is Hubspot

One of the best email marketing softwares out there, Hubspot offers the following email marketing features:

  • perform A/B testing for different types of emails
  • preview your email before scheduling it
  • integrations with other apps and tools

Measure Your Email Marketing Campaign Results

Mailchimp email report

If you're not tracking your legal marketing campaign results, you're missing out on valuable data that could help you improve your campaigns. By measuring these metrics, you can see how your email campaigns perform and make the necessary changes to improve your results.

Here are some key metrics to track:

  • The number of email subscribers: This is a good indicator of the reach of your campaign.
  • Open rate: This measures how many people are opening and reading your marketing emails.
  • Click-through rate: This measures how many people click on the links in your emails.
  • Conversion rate: This measures how many people are taking the desired action, such as signing up for your newsletter or purchasing.


In conclusion, email marketing campaigns can be an effective way to reach the target audience for your firm. It is actually over 40 times more efficient than Facebook or Twitter at bringing in new clients. And knowing the right approach for your email campaign will go a long way to drive traffic and increase sales for your firm.

If your firm can not shoulder the workload, you can select professionals in digital marketing to make it easier. Choosing a professional law firm digital marketing agency like Grow Law Firm will ensure that your email marketing strategy is executed correctly. Our company has the experience and expertise to create and manage a campaign to reach your target audience, generate leads, and increase ROI. 

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Top techniques for busy lawyers to bring in more clients in 2022
  • Easy steps you can take to bring in more clients and up this year’s revenue
  • The top website and marketing mistakes holding your law firm back
December, 9th
10 am CST60 minutes
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    Sasha serves as Managing Partner for Grow Law Firm, a Chicago-based digital marketing agency focused solely on specialized growth strategies for attorneys and their practices.

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