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Email marketing for lawyers helps you build a strong client roster and nurturing leads while building loyalty to your firm.
In this post, I’ll share practical email marketing tips for lawyers, real examples you can use, and the best software to help you run effective campaigns.
Want to skip ahead to the best email marketing software for lawyers? Press here.
What is email marketing for lawyers
Believe it or not, one of the most common complaints clients have about lawyers is poor communication.
That’s exactly where email marketing comes in. Through it, law firms can bridge the communication gap between them and their clients and:
- Drive conversions
- Establish trust and rapport
- Provide legal insight and analysis
- Seek referrals or online reviews
- Remind clients of your expertise
- Announce internal news, like new hires
- Educate clients through blog posts or videos
- Nudge potential clients toward scheduling consultations
- Announce new services, such as expanding into a new practice area
But unlike other industries, lawyers handle highly sensitive client data, which is protected by strict privacy laws, including GDPR (EU), CAN-SPAM (USA), CASL (Canada), PECR (UK), and others.
To run email marketing legally and ethically, law firms must stay compliant by following key best practices:
- Collect emails ethically. Get clear, documented consent before adding anyone to your list. Never buy or scrape email addresses as they include contacts of uninterested people, spam traps, and outdated contacts.
- Always include an unsubscribe option. Every email must have a visible and functional opt-out link, as required by law.
- Remove contacts who opt out. Once someone unsubscribes, their data should be deleted from your mailing list.
- Protect client confidentiality. Never include case details or personal legal matters in marketing emails.
- Use reliable email marketing tools. Choose platforms that offer built-in compliance features, data security, and proper email authentication. More on that in this section.
Why is email marketing important for lawyers?
Law firm email marketing can be beneficial in more ways than one. Not only can it help draw prospective clients, but it also:
- Generates revenue – 59% of marketers say that email marketing is the single most effective way to generate new revenue.
- Fosters relationships – Developing a regular email marketing strategy can be a powerful way to humanize the firm. For example, follow-up emails can be a wonderful way to say thanks to clients who come in for a consultation.
- Allows alignment with the firm’s goals – Proper email marketing content segmentation allows firms to fine-tune their email blasts, addressing each client right where they are in the sales funnel. This alignment helps measure legal goals more effectively.
- Builds brand awareness and reputation – Every firm benefits from visibility within the legal industry, earning trust through authority and expertise.
3 Examples of email marketing campaigns for lawyers
Here are the three most common ways to incorporate emails into a legal marketing strategy.
Educational emails
Educational emails in the form of email newsletters can be great for providing valuable information to your audience that underscores the firm’s competence and expertise.
Some examples include:
- Legal tips and guidelines – For instance, an estate planning law firm might send an email suggesting three reasons to create a living trust. A personal injury firm might send out a reminder of what to do in the aftermath of a car accident.
- Preparing clients for upcoming events – If you have a client who’s going to have their day in court soon, email can be a great way to touch base about what to expect, how to behave, etc.
- Industry insight – An example of this type of email would be a real estate lawyer sending out an overview of current housing trends, hoping to provide clients with enriching information and perspective. Or an LLC attorney might provide insight into the top players in the field, such as Northwest Registered Agent reviews.
Here is one example of a law firm marketing email that introduced industry insight, positioning the firm’s subject-matter expertise:
| Subject: Industry Updates in [Legal Area] Dear [Prospective Client], I hope this email finds you well. As an attorney at [Law Firm Name], I wanted to share some industry updates in [legal area] that may be of interest to you. Recently, there have been some changes in [law, regulation, or trend] that may impact your business [or personal situation]. At [Law Firm Name], we strive to stay informed about the latest legal developments in [legal areas] to provide our clients with the best legal solutions. We have a team of experienced attorneys who specialize in [legal areas] and can provide personalized legal services to meet your needs. If you have any questions or would like to learn more about how we can assist you with your legal needs, please do not hesitate to contact me. Best regards, [Your name] |
Promotional emails
At the end of the day, your marketing efforts are all about promoting your firm’s legal services. There are plenty of ways to do this with emails. Examples include spreading awareness about an upcoming webinar event or providing a discount code for a free consultation.
Promotional emails can also be used to “warm up” cold leads and new clients, expressly promoting the firm’s services, denoting the value to the end user, and leading them to your law firm’s website.
Consider this example from a personal injury firm:
| Subject: Are You Prepared for a Personal Injury? Dear [Prospective Client], Accidents happen, and when they do, they can be life-changing. If you’ve been injured due to someone else’s negligence, our law firm is here to help. We have a team of skilled personal injury attorneys who can help you obtain the compensation you deserve for your medical expenses, lost wages, and pain and suffering. Plus, we’ll lend a listening ear and help you overcome even the most difficult of legal challenges. We have successfully represented clients in a wide range of personal injury cases, including car accidents, slips and falls, and medical malpractice. We understand that dealing with an injury can be stressful, which is why we will guide you through every step of the legal process! Schedule a free consultation to discuss your case. We’re looking forward to speaking with you! Best regards, [Your Name] [Your Law Firm] |
Case study emails
Another way for attorneys to exercise strategic email marketing is by providing their users with case studies.
Here is an example:
| Subject: Success Stories in [Legal Area] Dear [Prospective Client], I hope this email finds you well. As an attorney at [Law Firm Name], I wanted to share some of our recent success stories in [legal area]. We recently represented [Client Name] in a similar case to yours, and we were able to [describe the outcome]. At [Law Firm Name], we are committed to providing effective legal solutions and achieving the best possible outcomes for our clients. We have a team of experienced attorneys who specialize in [legal areas] and are dedicated to providing personalized legal services to meet our clients’ needs. I would be happy to discuss how we can assist you with your legal needs further. Please let me know if you would like to schedule a call. Best regards, [Your Name] |
Email marketing tips for lawyers
In the following section, I’ll share some tips and best industry practices you can use to generate optimal results for your law firm’s email marketing campaign.
Define your strategy and campaign type
Before you do anything else, it’s important to set a specific aim. What are you trying to do alongside your email service providers, and how will you measure success?
Be intentional in outlining measurable goals for traffic generation, lead generation, or improved online visibility.
Segment your list
Depending on your goals, you will likely need to break down your email subscriber list into many narrowly targeted lists. These lists may represent different stages of brand awareness. Or, they may denote different sections of your clientele.
For example, an estate planning firm may have one list for wills and another for trust litigation clients.
Use an email template
It’s important to ensure that your emails are easy to read. Luckily, you can do this with various email marketing templates.
There’s a plethora of platforms nowadays (more on these later) that offer pre-made templates for announcements, area launches, client alerts, etc. This method is less time-consuming than creating your own emails from scratch, + you can customize them according to your liking.
Get the design right
Speaking of email marketing templates, it’s important to ensure that your emails are easy to read. To accomplish this, you can:
- Use headings and subheadings as appropriate.
- Include short sentences and plenty of white space.
- Make certain that your law firm email marketing template is mobile-friendly.
Add value through content
Design is crucial, but content is king. 👑
Every email you send should provide direct value to your readers, or else you’ll see a high bounce rate and low open rate.
So, make sure to:
- Provide value in the form of real information – For example, an LLC attorney can offer free Northwest LLC reviews when recommending a registered agent or guidelines for crafting an Operating Agreement.
- Offer discounts – Provide value in the form of discounts or promotional offers as appropriate to your practice.
- Send a monthly content roundup – Promote your thought leadership through a law firm blog or through regular video updates. Use this content as fodder for your email list, sending out links and quick summaries (leverage an AI summarizer to generate summaries highlighting key points) to those who might have missed your content the first time around.
- Provide exclusivity – Another one of the top email marketing ideas for lawyers is to share something that only subscribers have access to, such as a free white paper, a limited-edition discount, a personalized email, or a personalized video message from one of your partners.
- Spend extra time on subject lines – Simply put, subject lines can make or break your email marketing campaign. The best subject lines are concise yet also convey clear value. In short, they should provide an obvious incentive to open the email, which, in turn, increases the click-through rate.
- Be mindful of privacy and preference – A final email marketing tactic for attorneys to keep in mind: Always provide a clear way to unsubscribe, making it plain that you care about consent and don’t take your readership for granted.
Review analytics and revise your approach
How often should you send emails? And what kinds of content seem to engender the most engagement? These are data points you may need to learn via trial and error and with a little A/B testing. A critical part of the email marketing process is regularly reviewing data and revising your strategy accordingly.
Answer common questions
Let’s face it: the majority of your clients are likely to ask a lot of the same questions. One way to go about answering common questions is to provide basic answers.
For example, for questions such as “How to start an LLC in California?”, you can have premade emails that list the steps to starting an LLC in California, describe the process, and mention the fees.
Explain complex concepts in a simple way
For someone who hasn’t received a law education, the law can be intimidating and quite complex. Breaking down complex concepts for your clients and presenting them in a simple manner can go a long way in helping them understand their problems.
Let’s take the example of starting an LLC in California again. You could perhaps create a simple infographic explaining the process from start to finish, helping them get a clearer picture.
Keep your emails concise
If we’re honest, most people nowadays have short attention spans. So, use this to your advantage, resist the temptation to write a long-winded email, and instead, keep it short and concise.
Bonus points: include videos and pictures with actionable tips and other media assets to make your emails more interesting.
Measure your results
Open rates, bounce rates, click-through rates, and other metrics are great indicators of how your email campaign is performing.
Most email marketing software nowadays offers solid analytics you can use to optimize your Law firm’s marketing strategy.
For instance, if you’re facing a high % of bounce rates, you might want to consider validating your email list.
Choose your marketing software
Once you have determined the type of campaign you want to run, the next step is to pick an email marketing platform that offers the templates and automation features required to turn that campaign into a reality.
How to choose the best email marketing software for lawyers
The best tools help you stay compliant with data privacy laws, automate routine emails, and track engagement to refine your strategy. Here’s what to consider when picking a platform for your law firm:
Deliverability
Deliverability rate refers to the percentage of emails that actually reach the recipients (because not all of them do). If your emails land in spam or go missing, you’re wasting time and resources.
To assess a platform’s deliverability, check user reviews on G2 and Capterra for spam-related complaints. You can also look at independent tests, such as Email Tool Tester’s comparisons or Mailtrap’s own deliverability analysis.
In our recent email deliverability test, we evaluated various email-sending services using the same email template, shared IPs, and a deliverability tracking tool. See how they performed in our email deliverability comparison blog post.
Security
Law firms deal with confidential client information, so security should be a top priority when selecting an email marketing platform. Look for software that offers:
- End-to-end email encryption. With encryption like TLS, you can be sure that only the intended recipient can read the email.
- Email authentication protocols. Look for support for SPF, DKIM, and DMARC to help prevent spoofing and phishing attempts. Learn more about authentication protocols in our dedicated guide.
- Secure storage and data protection. Platforms that comply with GDPR (EU), HIPAA (USA), CCPA (California), and other legal data privacy laws provide an extra layer of security for client information.
- Access controls and multi-factor authentication (MFA). If you work with a team, you need to restrict data access for each team member to only the information necessary for their role. Look for platforms that allow role-based permissions, so you can control who can send emails, access client lists, or view analytics.
Scalability
As your law firm grows, your email marketing needs will expand too. Choose a platform that supports high-volume sending and offers flexible pricing plans so you don’t overpay for features you don’t need.
Automation and segmentation
Modern email services allow you to automate many activities so you don’t have to manually send every email. Look for a platform that supports:
- Email list segmentation. Group your contacts into targeted lists based on practice area, case type, client status (prospective vs. existing), or level of engagement. By sending curated content to each group you can significantly improve the effectiveness of each campaign.
- Automated email sequences. Set up drip campaigns to educate leads, onboard new clients, or share legal insights over time automatically.
- Behavior-based automation. Send targeted emails triggered by specific client actions (e.g., signing up for a newsletter, downloading a legal resource, or going inactive).
Email design and templates
Emails have become a part of your brand asset subscribers notice and evaluate. When picking an email marketing platform, go for one that makes design simple.
A drag-and-drop builder lets you put together emails fast—no coding needed.
Pre-designed templates can save time, giving you ready-made layouts for client updates, newsletters, and announcements.
If you want more control over the look and feel, an HTML editor helps you customize everything to match your firm’s branding. Some platforms even let you preview emails before sending, so you know they’ll look right on any device and email client (Google, Yahoo, Outlook, etc.).
Analytics and reporting
To improve your email campaigns, you need solid data-driven insights. A good platform should track open rates and click-through rates, so you can see what’s working and what’s not. It should also monitor bounces and unsubscribes, helping you keep a clean, engaged email list.
If you want to fine-tune your approach, look for A/B testing features. These let you experiment with different subject lines, content, and send times to see what gets the best response. The right analytics tools make it easier to adjust your strategy and get better results over time.
User experience
A simple, intuitive platform makes email marketing easier, even if you’re not tech-savvy. Look for a provider that offers:
- Clear onboarding tutorials. These should be comprehensive step-by-step text or video guides to help you set up and start sending emails quickly.
- Responsive customer support. One day, you might need help with your account, a campaign, or a feature. Look for a tool that offers fast and helpful support through live chat, email, or phone.
- An easy-to-navigate interface. Visit each platform’s website to check screenshots of the interface, and browse G2 or Capterra for real user reviews on its intuitiveness.A well-designed interface shortens the learning curve and helps you make the most of the platform’s features.
Integration with other tools
Your email marketing software should work smoothly with the tools you already use. Look for platforms that connect with:
- CRMs (e.g., Clio, MyCase, PracticePanther) to keep client data synced and up to date.
- Appointment scheduling software to automate meeting confirmations and reminders.
- Document management systems to securely send and manage legal documents via email.
Pricing and plans
When comparing platforms, don’t just look at the price—make sure you’re getting real value.
A good email marketing tool should have transparent pricing with no hidden fees or unexpected charges, so you always know exactly what you’re paying for.
It’s also worth choosing a platform that offers a free trial or free plan, allowing you to test features before committing.
Finally, check that essential features like automation, segmentation, and reporting are available in lower-tier plans, so you don’t have to upgrade just to access the basics.
Best email marketing software for lawyers
As for specific software recommendations, there are some platforms that any law firm can benefit from. While these programs are not strictly designed specifically for law firms, they all check the boxes listed above.
Mailtrap
Mailtrap is an email delivery platform designed for marketing, bulk, and transactional emails. You can easily create professional-looking campaigns using its pre-designed templates, drag-and-drop builder, or HTML editor—whatever works best for your team. Plus, the simple scheduler helps automate your email delivery, saving you time and effort.
What really sets Mailtrap apart is its powerful analytics. You get easy-to-read dashboards that track open rates, click rates, bounce rates, and spam complaints, so you know exactly how your emails are performing. It also offers drill-down reports that show deliverability stats for specific email clients like Gmail, Outlook, and Yahoo, letting you tweak your campaigns for better results. And with Mailtrap’s HTML Checker, you can preview how your emails will look across different platforms to make sure they always look polished and professional.
Mailchimp
Mailchimp is a great option if you want to streamline your law firm’s email marketing. It has a simple drag-and-drop editor and plenty of templates you can customize to match your firm’s branding. You can also segment your audience, so clients receive relevant updates, whether it’s legal news, appointment reminders, or newsletters.
Mailchimp offers simple automation features, making it a good fit for law firms with straightforward marketing needs. However, if you’re looking for more advanced automation, other platforms might offer more flexibility. Also, while it’s affordable for smaller firms, the pricing can increase as your contact list grows, so it’s something to consider as your firm expands.
Moosend
Moosend is an affordable email marketing platform that’s great for law firms that need basic tools without breaking the bank.
While Moosend doesn’t offer a free plan, its paid options come with unlimited email sends, which is ideal if you’re running high-volume campaigns. Security-wise, it supports essential protocols like SPF and DKIM to help protect your emails from spoofing. You’ll also get access to 24/7 customer support, so if you run into any issues, help is always available. Also, Moosend’s automation features and advanced segmentation allow you to streamline client follow-ups and target the right audience.
Hubspot
HubSpot is an all-in-one CRM and marketing automation platform that helps law firms manage marketing, sales, and client relationships in one place. Its advanced automation tools let you set up personalized email sequences, automate follow-ups, and send targeted content based on practice areas.
Another great benefit is that HubSpot easily integrates with other tools and systems. However, this functionality comes at a price. Some features might feel overwhelming, and setup can take time. Also, the Professional and Enterprise plans are significantly more expensive compared to competitors.
Constant Contact
Constant Contact is a user-friendly email marketing platform that simplifies campaign creation with its drag-and-drop editor and extensive library of over 200 customizable templates. It’s especially handy if your firm hosts events, as it offers built-in tools for managing registrations and collecting payments. Also, the platform includes survey and poll features which makes it easy to gather client feedback.
At the same time, Constant Contact’s automation capabilities are relatively basic compared to other platforms, and its audience segmentation tools lack flexibility. Still, it’s a solid solution and is worth considering, especially for smaller firms.
Wrapping up
Every attorney wants to see their client roster expand, their reputation flourish, and their law firm prosper. Accomplishing these goals requires a robust and multi-faceted marketing strategy focused on conversion rate and retaining current clients.
Use this article as your go-to guide for optimizing your attorney email marketing strategy, choose the best email marketing software, and you’ll be golden.
Just don’t forget to brush up on the major email marketing mistakes to avoid by watching our dedicated YouTube video:
