Why is email marketing for lawyers needed?

It is not every day that you require the services of a lawyer, and online services like Online Will Creation make this niche market even more competitive. So to keep the profits, high law firms need to have an excellent marketing campaign. Of all the variety of marketing techniques, email marketing is by far the most profit-generating.

It is a very effective way of gaining referrals, attracting new clients, and keeping your prospective clients informed, so they can contact you whenever they require your services. One of the most enticing features of email marketing is that it does not require a lot of investment to start. According to a survey, 65% of businesses were content with their email marketing campaign, considering it an excellent investment. 

Legal terms can make your head spin and intimidate potential clients, so email marketing provides you a platform where you explain legal jargon in an easy-to-understand and accessible way. This will help in creating a loyal customer base that appreciates your services and has complete trust in you.

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How to do email marketing for law firms?  

Email marketing for attorneys is not an extremely complex procedure; with a bit of guidance, you can help start your own campaign. Here we will guide you through the basic steps involved.

First, you need to create a list of topics your clients want to read about. Everything that you know about a client should be taken into account so that relevant issues can be matched to the clients. This will result in more personalized content, which can increase the open rate by 29%, which is absolutely essential for engaging the subscriber and developing a relationship.

Here are a few methods you can use to develop these lists:

1: Seach the internet for any trends.

2: Check the competition’s methodology.

3: Conduct surveys on social media platforms.

4: Conduct a survey with current clients.

After you have compiled a comprehensive catalog of relevant topics, the next thing you want to do is to offer information to people on your email list.

Offering an ebook or a free guide to prospective customers in return for their email addresses is an old but efficient marketing strategy. It is a really smart one, too, as it means that subscribers straight away get something of worth in return for providing their email address.

As the number of subscribers on your email list starts to increase, you should continue to provide your subscriber with relevant and valuable information as it keeps them engaged with your firm. Using the research you did previously, form a list of topics that are likely to interest your target audience and start creating content. Putting effort into nurturing your email list subscribers is critical to creating the trusting and personal relationship needed to make your law firm their top choice for legal assistance in the future.


It has been confirmed by research that firms that nurture their subscribers through email marketing yield 50% more sales than those that target other leads.

2)Offer free consultations

Free consultations are a great way to collect email addresses while simultaneously offering something of value to a potential client. A free consultation can be advertised through your social media, website, or current clients. 

For example, say you provided your services to a tech company during a business merger. You may ask the tech company to advertise your free consultation program to other companies within their circle. This can substantially grow your email list.

According to a survey, 69% of customers who’ve had a good experience with a law firm are happy to refer other companies and people to their contact list.

3)Create blog posts with sign-up forms

 High-quality, well-written, informational blog posts that are valuable for website visitors can be a very convenient tool to extend your email list. It is a way to share educational information, increase the firm’s online presence and help your audience connect with your practice.

Because of these reasons, 92% of marketers use blog posts as part of their content marketing campaign. If the customers find your blogs interesting, they will willingly sign up for the email list so that they continue to get your content.

4)Choose a great email marketing tool

Starting out with email marketing does not need to be complicated, but there are numerous things that need to be thought of, including the content and design of the emails; scheduling of the emails; and setting out parameters for measuring the success of the email marketing campaign. 

For this, you can set up a team within your firm, but the more efficient and modern method is to subscribe to an email marketing tool. Such services help you with all the things mentioned above, go beyond them and provide many more solutions. They save you a lot of time and effort while providing a better program than you can build yourself.

You can use services like MoosendGetResponse, and LeadPages.

5)Growing the Email List

An email list is the heart of email marketing for solicitors, so maximum effort should be given to growing the email list. Multiple channels can be used to develop the email list; they are:

1: Firm’s Website

2: Other Websites

3: In-person sign-ups

4: Social Media 

Your website is the face of your law firm, and this is the place where a potential client will first get to know about you and your services. So you should place a signup form on your website so people can subscribe to your email list.

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As clients start conversing with you, they will likely provide you with their email addresses as part of their contact details. While this entitles you to add them to your email marketing list straight away, you’ll build a trusting relationship if you ask for their permission to send them information. A basic check box on your Sign up form will do.

6)Create your welcome email

Research shows that 74% of subscribers expect to receive a welcome email promptly after subscribing to the service, which means it’s essential to get your relationship with the subscriber off to a good start. The primary purpose behind a welcome email is to introduce your law firm to new subscribers, display the benefits of subscribing to your newsletter and begin to build trust. Your welcome email should be catchy and well written. You should use an HTML template rather than a simple text message.

7)Automated Sequences

Artificial Intelligence and automation are one of the hottest fields in computer science and tech. So it would be very efficient to have an automation sequence. Customers can be greeted with an automatically generated welcome email, showing that the firm has started to care for them. Further automated emails can also be sent that contain details of services, special offers, and legal information for the client.

More complex sequences should also be in place that is catered to that specific client, using AI and client preferences. For example, a client is going through a divorce, and they may be sent information and statistics related to divorce law. 

Automation also can be used for sending scheduled emails that tell the client that you are there whenever they need you.

 According to different surveys, the best time to send emails to clients is Tuesday morning, so if you want to get the best results, schedule your emails to deliver to subscribers on Tuesdays.

8)Keep Developing your writing skills

Creative writing can be a daunting task for the uninitiated, so most firms would prefer to hire external writers or writing services. But small firms can not afford to outsource the process of writing creative emails and blog posts due to limited budgets.

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But even small firms have multiple options in this situation. The most essential thing that you can do is just write consistently. Even if initially you do not produce good content, eventually you will. Another excellent option is to subscribe to an Artificial Intelligence content writing service like Ryter or Frase.

9)Segment your email list

Clients do not appreciate it when they get irrelevant emails. If an average person regularly gets emails about Environmental law, it is highly likely that they will unsubscribe from the email list. So it is more appropriate to divide clients into categories according to their interests. This will lead to more personalized and customer-centric emails, which they will definitely appreciate.

10)Keep testing and improving 

Email marketing is not a one size fits all procedure, instead, it is more of a hit-and-trial method. This article is written to only guide you in how to start a new campaign, but to gain maximum benefits, you need to be creative and try new things.

One way to improve is to keep track of results and analytical data. They will guide you in making decisions about the campaign. This can optimize the impact of your email marketing campaign and ensure that you’re spending your time and effort on the things that matter the most.

There are many different ways to observe the success of your email marketing. The obvious parameters are click-through rates and open rates, but you can also track the number of people that booked a free consultation.


Email marketing for attorneys is a fundamental technique for attracting interest in your practice. It helps in building and sustaining an excellent relationship with current and prospective clients. A high-quality email marketing campaign engages the client with eye-catching and easy-to-read emails, and it also develops analytical data to inform business decisions.

These techniques only educate you on how to start an email marketing campaign, to get maximum benefits, you need to get creative and keep updating the campaign. It’s all up to you. 

Frequently Asked Questions

Is it legal to send marketing emails?

In most countries, it is legal to send out an unsolicited email. But mostly, they end up in the spam folder, so it is better to use organic email lists.

What are the 4 types of email marketing?

1: Acquisition Emails.
2: Email Newsletters.
3: Promotional Emails.
4: Retention Emails.

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