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Why attorneys need email marketing

Email marketing is an essential tool for attorneys and law firms. It allows you to stay in touch with current clients, keep them updated on your services, request feedback, promote new offers and events, and so much more.

Email marketing is also a great way to build relationships with potential clients. When you send them valuable content and keep them informed of your latest news, they’re more likely to think of you when they need legal services. And, if you make it easy for them to connect with you online, there's a higher chance they'll contact you directly.

Best of all, with the right email marketing software, you can do it all quickly and easily.

How to use email marketing to grow your law firm

Stay top of mind with your clients

When you send clients regular email updates, they’re more likely to think of you first when they need the legal services you offer, or when they're asked for a personal recommendation. You can also include offers and discounts that are relevant to their needs. This means more repeat clients and word-of-mouth referrals.

Nurture your leads

If you’ve collected email addresses from potential clients, or if they've subscribed to your mailing list, you can use email marketing to nurture those leads until they're ready to become paying clients. This might involve sending them weekly or monthly tips, articles or even special offers.

Send the right message to the right readers

Not all of your clients are the same. You may want to send different content to those who have already become clients, those who have enquired about your services but haven’t yet become clients and those who you’d like to become clients in the future. Segmenting your email list makes it send the right message to the right people.

Get your timing just right

Timing is everything in law firm marketing. You need to think about when your clients are most likely to be interested in your services, and when you want to offer them special discounts. With automation, email marketing allows you to get your timing just right in order to maximize your results and drive success.

Build trust with leads and clients

Trust is an invaluable resource for law firms. After all, it takes a lot of trust to work with an attorney. When you send valuable content to your email list, you’re building trust with your leads and clients. They know that you’re an authority in your field, and they come to see you as a trusted advisor.

Increase traffic to your attorney website

Your law firm website is only as valuable as the traffic it gets. One of the best ways to drive the right kind of traffic to your website is with email marketing. When you include links to your website in your email content, you’re giving your readers a chance to visit your website to learn more about your services and your firm.

Maximize your ROI

In terms of ROI, email marketing is one of the best marketing strategies and most cost-effective ways to reach your target market. Best of all, with email marketing software, you can easily track the success of your campaigns and see how they’re impacting your bottom line.


10 email marketing tips for lawyers

1. Use email marketing software

One of the best ways to ensure that your email marketing is effective is to use email marketing software. With the Marketing 360® email marketing app, you easily create beautiful email drip campaigns, track your performance, save time with automation, segment your email list and so much more.

2. Build an opt-in email list

In order to use email marketing effectively, you need to have an opt-in email list. This means that people have voluntarily given you their email addresses and have agreed to receive your emails. When you have an opt-in email list, you know that the people on it are interested in what you have to say, which makes them more likely to open and read your content.

3. Segment your email list

Not all of your clients are interested in or will respond to the same things. You’ll want to send different content to those who have already become clients, those who have enquired about your services but haven’t yet become clients and those who you’d like to become clients in the future. Segmenting your email list makes it easier to target your content and get better results.

4. Take advantage of automation

Email marketing automation can save you a lot of time and effort. With email marketing automation, you can easily create email drip campaigns, send out triggered emails based on subscriber behavior and more, all without having to take a lot of time out of your busy schedule.

5. Use personalization

Personalization is one of the most effective ways to increase your email open rates and click-through rates. When you personalize email content, you’re addressing readers by their name, which makes them feel special and more likely to act on your content.

6. Provide value with every email

When you send email content, you want to make sure that it provides value to your readers above all else. This means that you should provide helpful tips, interesting information and useful resources in addition to promotional content. When your readers feel like they’re getting something valuable in every email, they’re more likely to keep opening them.

7. Include an unsubscribe button

It’s important to remember that not everyone who subscribes to your email list will want to continue receiving your emails. That’s why it’s a good idea to include an unsubscribe button in every email. This makes it easy for readers to opt out of your list if they no longer want to receive your emails.

8. Make sure your emails are mobile-friendly

A growing number of people are now reading their emails on their mobile devices. That’s why it’s important to make sure that your email content is mobile-friendly. This means that the text is easy to read on a small screen and that the layout of your email is easy to navigate.

9. A/B test your emails

When you’re creating email content, it’s important to test different versions of your emails to see which ones perform the best. This is known as A/B testing, and it can help you improve your email open rates, click-through rates and conversions.

10. Monitor your email marketing performance

It’s important to track the performance of your email marketing campaigns so that you can see how they’re impacting your bottom line. This means tracking KPIs (key performance indicators), like email open rates, click-through rates, conversions and more. By monitoring your performance, you can maximize your success and ROI.


Email marketing campaign examples for law firms


Newsletters are a great way to keep your readers up-to-date on the latest news and developments in your law firm and industry. They can also be used to promote new services, products or special offers.


E-books allow you to provide valuable content to your readers. You can use them to educate your readers on a variety of legal topics or to promote your law firm’s services.


Checklists are a great way to help your readers stay organized and get the most out of your legal services. They can also be used to promote your law firm’s expertise in specific areas of the law.

Blog posts

Sharing blog posts from your website is a great way to keep your readers engaged and provide them with valuable information. You can use them to discuss new legal developments, offer advice on a variety of legal topics or promote your law firm’s services.

Triggered emails

Triggered emails are emails that are sent automatically in response to specific subscriber actions, like opening or clicking a link in an email. They can be used to promote new content, products or services, or to encourage readers to take specific actions, like signing up for a webinar or downloading a white paper.


Surveys can help you learn more about your readers and their needs. You can use them to find out what topics they’re interested in, what services they need or what kind of content they want to see from your law firm.

Feedback requests

Feedback requests are an effective way to get feedback from your clients about working with your law firm. When clients indicate that they are happy with your service, you can direct them to your Top Rated Local® profile, where they can write a review for your law firm.

Reminder emails

Reminder emails are a fantastic way to remind your readers of important deadlines or events. You can use them to remind clients to submit their documents on time, register for an upcoming event or about an upcoming appointment.

Client appreciation emails

Show your clients that you appreciate their business with customer appreciation emails. In addition to saying thank you, you can use them to send special offers, discounts or birthday greetings.

Email marketing FAQs for lawyers

Does email marketing still work?

Yes, email marketing is still an effective way to reach your target audience. In fact, email is still the most effective way to reach clients directly and has a higher ROI than any other marketing strategy. Best of all, email marketing software can help you do it all while saving time and money.

How often should you send emails?

There’s no one answer to this question since it depends on a variety of factors, like your target audience, the type of content you’re sending and the frequency of your updates. However, most experts recommend sending emails at least once a week to keep your readers engaged.

What should you include in your emails?

Again, there’s no one answer to this question since the content you include will depend on the type of email you’re sending and your law firm’s specific needs. However, most emails should include a mix of stories, news updates, tips, offers and CTAs (calls to action), as well as a link back to your website and your contact information.

How do you segment your email list?

The best way to segment your email list will depend on your law firm’s specific needs and goals. But in general, you'll want to segment your list based on factors, like location, age, interests or client history. This will help to ensure that you’re sending the right message to the right readers.

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