7 Email Marketing Tips for Law Firms

By: Tayla Carpenter on May 13, 2024
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Across all industries, email marketing has long been a go-to strategy. In fact, according to a survey from Software Advice, 75% of small to midsize business marketers say their email marketing efforts are moderately or very effective.*

75% of SMB marketers say their email marketing efforts are moderately or very effective

And in terms of law firm email marketing, it can be the key to driving new business and growth. The same survey by Software Advice revealed that the number one mission of email marketing is to attract new customers, with 30% of respondents listing that as their top priority.* At the same time, it can be hard to know where to start, what strategy to use, and how to choose the right types of emails for your campaigns.

In this article, we dive into how law firm email marketing benefits firms, the kinds of emails you can use, how to craft emails that convert leads into customers, and how to quantify the success of your legal email marketing.

What is email marketing? Gartner defines email marketing as the use of email channel to deliver and optimize marketing messages in support of engagement across the customer journey.

What is email marketing?

Email marketing is the use of the email channel to deliver and optimize marketing messages—such as brand newsletters or contextually relevant, real-time and personalized communications—in support of engagement across the customer journey. [1]

For law firms, engagement throughout the customer journey may involve a mix of specific messages about active cases and more general outreach to ensure your services remain top-of-mind.

Regardless of how a law firm uses email marketing, the key, as described in Gartner’s 5 Steps to Optimize Your Email Marketing Efforts, is to personalize your message by aligning your messaging and storytelling. [2] For law firms, messaging refers to the ways legal services can benefit clients.

Your storytelling centers on outlining the legal challenges that your client has to tackle and then how your firm serves as a helping character to resolve the issue. As a result of your services, your client lives happily—or profitably ever after. Email marketing gives you a venue to present this story and help your prospects connect with it on an emotional level.

This emotional connection is especially important for small to midsize law firms because it can give you a personalized connection that larger firms may not be able to develop. As prospects and current clients get to know the power of your services through your messaging, you earn their trust and confidence.

How can law firms benefit from email marketing?

Law firms can benefit from email marketing by using it to boost client engagement and the firm’s brand recognition. As a result, you can enhance client retention and earn more loyal customers.

Benefits of email marketing for law firms: Enhanced client management; Increased lead generation and conversion; Improved brand recognition and reputation; Increased client retention and loyalty

Enhanced client engagement

When you maintain timely and relevant contact with your customers via email, your firm can keep them informed about:

  • Developments on the legal landscape, particularly those that impact their industry or business.

  • Insights into how to successfully leverage legal services in the context of their business sectors.

  • Updates related to their cases.

You can also use email marketing to address specific concerns and provide creative solutions. In this way, you demonstrate the attentiveness and expertise of your firm while building stronger, longer-lasting relationships.

Relationship-building is at the heart of the legal business, so every email should be considered a facet of your marketing strategy.

Increased lead generation and conversion

By using a target in a well-designed email campaign, the firm can entice prospects into becoming paying clients. Whether they’ve already shown interest in your services or this is your first time interacting with them, your emails can showcase the value your firm brings to their lives or businesses by addressing their unique needs.

To generate high-quality leads, you may consider using the following in your email marketing campaigns:

  • Newsletters that showcase industry or company news and developments.

  • Case studies demonstrating your firm’s successful client outcomes.

  • Informational webinars hosted by your firm that impacts your customers’ industries.

Not only does this kind of content pique your prospects’ interest, but it establishes your firm as a leader and authority, someone clients can rely on for sound advice and effective strategies.

Read more

While you’re here, get to know more about lead generation metrics you should be tracking to ensure you’re meeting your goals with An Experienced Marketer Shares His Top 4 Metrics for Lead Generation.

Improved brand recognition and reputation

Email marketing can set your firm apart from the competition, enhancing your brand recognition. By featuring successes and insightful content, you build a stronger reputation in your target industries.

To get the biggest brand boost from your email marketing, you may want to feature content that reinforces your firm’s:

  • Expertise: Use industry- or issue-specific terms and examples that show you understand the nuances of your audience’s business or personal challenges.

  • Values: Some firms may offer reduced-cost or pro bono services to certain kinds of clients if solving their challenges aligns with the firm’s ideals. 

  • Customer service: If you go the extra mile for clients, you can send a case study email describing your efforts and their results.

When used in combination, these kinds of emails may result in a more trustworthy, unique brand identity and reputation for producing excellent results.

Increased client retention and loyalty

By keeping in touch with your clients, you continually strengthen your connections with them. In Software Advice’s survey, using email for client retention came in a close second to acquisition, with 25% of respondents using email marketing to keep current customers.*

Even though this research isn't specifically about law firms, there's a lot to learn from this data: When you constantly reach out to clients, you ensure your business remains a top option for addressing their legal issues. Further, while demonstrating your knowledge via thought leadership content, you show that your firm continues to learn and lead, making you a wise choice in an evolving legal environment.

Read more

Curious to learn more about how to strengthen your law firm’s reputation and promote growth? Check out The Ultimate Guide to Public Relations for Lawyers to get your PR strategy on track.

How to choose the right email types

You can choose the right email types by focusing on your firm’s growth goals and then crafting your content accordingly. Here are some emails that many firms find effective.

Welcome emails

Welcome emails are your primary first impression tool, and when used right, they can lay the foundation for repeat business. A good welcome email should include:

  • List of services offered 

  • Client testimonials 

  • Personalized messaging 

  • A call-to-action (CTA) that invites the client to check out your website for more info

  • Information regarding how to schedule a consultation

  • Any fees or free services clients should know about upfront


Newsletters simultaneously put a more human face on your firm and show your clients that you’re on top of the latest developments on the legal scene. They can also be used to advertise successes, such as cases you’ve won or large settlements.

You can also customize your newsletters so they feature content that appeals to specific client niches. For example, you can send out one newsletter aimed at merger and acquisition clients and another for those concerned with intellectual property issues.

Case studies and legal insights

Emails featuring case studies and legal insights allow you to become an industry leader. For business law firms, choosing a case study that features a similar company or one that’s well-known in a target industry lets your audience know you may be able to deliver similar results for them.

Legal insights position you as a leader and expert in your field. For instance, a firm that focuses on taxes can outline ways to leverage the tax code to reduce how much an individual or company owes the IRS.

Event announcements and webinar invitations

Use webinar software to host informational events that demonstrate your commitment to keeping clients informed and fostering meaningful engagements. For example, you could announce an in-person workshop about how to choose the most effective corporate structure. A family law attorney could send an email announcing a seminar or webinar about divorce settlements and relevant tax concerns.

At the same time, it can be equally effective to announce less formal events, such as your firm’s business anniversary or a client appreciation event. By opening your arms to clients, you increase the chances you get to earn their business and loyalty.

How to create high-converting email campaigns for law firms

You can create high-converting email campaigns by honing in on your target clients’ personal stories. They’re more interested in how you can help them than they are in your general legal knowledge. To deliver high-conversion messaging, you should:

  1. Focus on a common legal problem your target audience faces.

  2. Provide specific yet easy-to-understand solutions in your storytelling

  3. Use compelling figures that demonstrate the value you bring clients

  4. Go the extra mile when it comes to showcasing your attorneys’ commitment to confidentiality and success. 

How to measure the success of your email marketing efforts

To measure the success of your email marketing efforts, use marketing analytics software. This solution enables email marketing management and automation, as well as analytical insights for quantifying the success of your campaigns.

Read more

Nervous about making a software purchase? Consult with How To Evaluate New Software in 5 Steps for tips on how to evaluate the effectiveness of your new software.

Email marketing best practices for law firms

These best practices can help you maximize the effectiveness of your legal email marketing:

  1. Base your email strategy on your firm’s goals. If you want to retain existing clients, for instance, you could set up a series of follow-up emails to check in about how individuals or businesses have been doing.

  2. Optimize your emails for mobile devices. Your paragraphs should be short and your fonts clear to make your emails easy to read on a variety of devices.

  3. Continuously check the performance of your campaigns. This may involve tracking click-through rates, open rates, and conversions.

  4. Use compelling case studies. By providing deeper detail, case studies showcase your expertise and help clients imagine you scoring similar wins for them.

  5. Don’t forget a call to action. Your CTA should also align with your firm’s goals. To increase brand awareness and site traffic, for instance, you can direct readers to a specific section of your website.

  6. Personalize your emails. For instance, while most of the body can be the same for all recipients, you can customize the intro by including details of experiences you’ve had with certain clients—from a round of golf to a recent legal victory.

  7. Constantly evaluate the quality of your email list. You should only email high-quality prospects and existing clients. Limiting your list gives you more time to personalize individual messages or those you send to segmented groups of clients, such as personal injury, family law, or corporate clients.

Earn and retain more legal clients with email marketing

With this guide, you’re better equipped to design an email marketing strategy and choose the most effective kinds of emails. You also know how to craft emails that align with your firm’s goals and foster genuine connections with clients and prospects.

Your next step is to learn more about the software tools you should use to create a more efficient email marketing system. These resources can give you a good head start:

Survey methodology

*Software Advice’s 2023 Email Marketing Survey was conducted in April 2023 among 300 U.S. respondents to learn about email marketing practices at U.S. businesses. Respondents were screened for marketing roles at companies that send marketing emails.