Email Marketing for Law Firms

5 Ways

Email Marketing for Law Firms Can Amplify Your Legal Business

Email remains a reliable way for legal businesses to communicate. With more clients using smartphones, attorneys and legal professionals can interact remotely through email more than ever before.

So, it’s important for law firms to recognize the value of email as a communication medium. When it comes to Email Marketing for Law Firms, this useful and cost-effective tool allows you to connect with your target market no matter where you are. Additionally, there are other benefits that your legal business can gain through email marketing for legal firms.

  • Quick and efficient connection with people who regularly check their email inboxes.
  • Well-written customized messages that meet clients’ needs and preferences.
  • Higher conversion rates compared to other communication methods like social media or telemarketing.
  • Building credibility in the market by offering real value to subscribers.
  • Low operational costs, saving unnecessary marketing expenses.

Considering the benefits mentioned earlier, email marketing remains one of the top choices for law firms seeking clients. If your law firm is new to digital marketing, you may be unfamiliar with the effective strategies for designing an impactful email marketing campaign.

To help, we have outlined the best practices for law firm email marketing to help you refresh your legal brand quickly.

1. Use The Website To Gather Subscribers

Make sure you have a good number of subscribers on your email list. If not, optimize your website to attract visitors and encourage them to sign up using lead generation forms. Waiting for prospects to directly connect with lawyers won’t lead to a great return on investment (ROI) for your law firm’s email marketing if you have very few or no subscribers.

Did you know that 96% of clients looking for legal advice start by using a search engine? And 74% of them visit a law firm’s website to take further action.

This presents a perfect opportunity for attorneys to collect email addresses from new prospects and reach out to them.

However, 86% of law firms fail to do so. If you can do this on your website, you already have a significant advantage over your competitors.

2. Rightly Segment Your Email List

Avoid using mass email communication to reach your subscribers, especially if your law firm specializes in multiple practice areas. Not all your subscribers will be interested in a generic message, and sending the same content to everyone may be counterproductive.

For example, clients who need help with corporate issues should not receive the same email as someone who approached your firm for a divorce.

Instead, start by segmenting your email list to address this issue. A simple technique is to divide your subscribers into different categories based on factors like age group, location, specific area of interest or concern, and more. You can further segment these lists based on unique needs.

Segmenting your email list has proven to deliver impressive results. According to a survey by MailChimp, which involved around 2,000 users of their platform, segmentation has shown the following outcomes:

Campaign Metric

Average Performance


14.31% higher than non-segmented campaigns

Unique Opens

10.64% higher than non-segmented campaigns


100.95% higher than non-segmented campaigns


4.65% lower than non-segmented campaigns

Abuse Reports

3.90% lower than non-segmented campaigns


9.37% lower than non-segmented campaigns

3. Autoresponders For Personalized Email

The automated email response system helps law firms create personalized content at specific times. For example, it can send birthday wishes or anniversary messages based on stored data. Popular email service providers like MailChimp and ConvertKit offer tools that let you set parameters for sending messages on your behalf.

Besides special occasions, legal professionals can use these tools to trigger automated messages based on the customer’s buying journey. For instance, they can set up a welcome note or a series of follow-up messages to move customers into the sales process.

Autoresponders are most effective for personalized messages targeted at specific audiences. You can develop different messages for leads, prospects, and existing clients, and customize the subject line with each subscriber’s name.

4. Optimize For Mobile Screens

Most clients read emails on their phones, whether they’re commuting or getting ready for bed. In 2018, around 47% of people opened emails on mobile apps, followed by webmail and desktop, according to Litmus.

To avoid problems for your law firm, it’s crucial to optimize your marketing emails for mobile screens. Some email marketing software, like ActiveCampaign and MailerLite, can automatically optimize content for mobile devices. They offer user-friendly interfaces and visual email builders to make email creation easier.

However, it’s always a good idea to test each campaign before sending it to your subscribers.

5. Monitor Your Email Metrics

Lastly, remember to analyze how your email campaigns are performing. Many lawyers make the mistake of neglecting this step. To avoid being one of them, start monitoring engagement statistics to see how well your emails are doing.

Email marketing software can help you measure important metrics for each campaign. Here are some of the metrics to review:

  • Open rates
  • Click-through-rate (CTR)
  • Email forwards
  • Spam rate
  • Bounce rate
  • Conversions

If you find that certain campaigns aren’t performing as well as others, you can work on improving their content and structure to increase your email marketing ROI.

6. Wrapping Up

Email marketing for law firms is an effective way to reach your target audience with targeted and measurable messages. It not only generates immediate views and actions but also helps build and maintain brand awareness in a busy world. Don’t wait any longer – integrate email marketing strategies into your existing marketing mix and start generating leads quickly. Click the button below to learn how we can assist you with this.