Email Marketing for Law Firms: An Overview


Email is an omnipresent type of communication that may proceed for use no matter what number of various strategies of communication proceed to emerge.  Despite the recognition of immediate messaging and texts, e mail stays essentially the most versatile and versatile technique to talk in addition to among the finest channels for regulation companies to make use of of their Digital Marketing technique.

It’s a clean canvas that may be strictly Business textual content, or it might probably function vibrant imagery and Media.  It might be deeply private, or straight to the purpose. Best of all, we will use knowledge and analytics to measure its efficiency and establish what resonates greatest together with your target market. 

Research exhibits that 59% of entrepreneurs discover that e mail is their only Marketing channel.  When you take into account that over 80% of pros want e mail over every other type of Business-related communication, it’s cheap to imagine that dedicating time to your regulation agency’s e mail Marketing technique is a should.  

When searching for to make a robust first impression, related e mail content material that connects together with your former purchasers, present purchasers and future purchasers might be certainly one of your biggest instruments.  This article is your all-in-one information to utilizing the unbelievable device of e mail to drive site visitors to your regulation agency’s web site, enhance your social Media engagement, skyrocket your lead era, and finally increase your income.  So put in your swim caps and let’s dive in.

Benefits of Email Marketing Software

It’s Cost-Effective

Though there are many good causes to make use of regulation agency e mail Marketing software program (or authorized CRM) to your Digital Marketing technique, the obvious is that the numbers are in your aspect.  Businesses searching for a excessive return on funding ought to look no additional than e mail Marketing. The common ROI is $36 for each one greenback spent on an e mail Marketing marketing campaign.  In different phrases, you stand to make about 36 instances on high of your funding.   

Why? Email is ubiquitous with an incredible attain.  Whereas Marketing channels like Facebook during which posts which can solely be seen by a small share of your viewers as a result of nature of the algorithm, e mail has a supply fee of practically 80%.  Although this doesn’t all the time assure your e mail will get opened by the meant potential shopper, the chance of it being seen is greater than that of a social Media submit {that a} follower might not even be uncovered to.

It Gives the Appearance of Professionalism

There’s one thing to be mentioned a couple of superbly constructed e mail template with dynamic photographs and constant branding.  Email customization choices featured in Marketing software program and CRMs provides your e mail knowledgeable edge {that a} DIY strategy can’t match.  Put your self within the footwear of a possible shopper: Would you belief a regulation agency from which you obtain janky, slapped-together Marketing supplies, or the apply with distinctive and genuine branding?  A professionally designed regulation agency Marketing e mail exudes professionalism and finesse. 

Competitive Advantage

Email Marketing provides you an edge over the competitors by offering useful and interesting content material.  If you handle to successfully strategize, you can also make opening your emails a enjoyable and fascinating expertise to your readers.  Overly verbose and bland are pitfalls of the competitors.  By introducing interactive and customized emails to your present and potential purchasers’ inboxes, you may seize their consideration and stand out from the gang — assuming you could have one thing of worth to share.

Martech Advisor’s 2017 knowledge exhibits that including movies to your Marketing emails can enhance your click on fee by as a lot as 300%.  This is only one instance of how by taking your Digital Marketing to the following stage you may create a major edge over competing regulation companies which are missing innovation. 


It’s no secret that attorneys are pressed for time.  Preparing and sending Marketing emails can drain a major quantity of hours out of your week. With a lot already happening in your Business, it is hardly sensible to imagine you may afford this time funding.

Using authorized Marketing software program can relieve a considerable quantity of stress out of your shoulders by each rising your productiveness and bettering the standard of your Marketing campaigns.  Automation options like drip e mail Marketing can nurture your leads from the inquiry stage of the shopper journey to the session stage (and past), whereas guaranteeing that the suitable customized emails exit on the proper time whereas you concentrate on practising regulation.

Stay Top of Mind

Converting results in purchasers typically comes all the way down to easy science.  It’s not solely about promoting, it is about facilitating a number of touchpoints with a multi-branched Marketing technique.  The extra publicity you could have together with your viewers, the upper the chance that your Business stands out of their thoughts as a reliable supply of authorized illustration.  Sending out common emails reminds your purchasers that you simply’re there whenever you want them, and that you are a high tier possibility for his or her authorized wants. Don’t allow them to overlook it!

Purpose of Email Marketing

Provide Answers to FAQs

Potential purchasers typically have a collection of questions earlier than arriving at their ultimate determination of hiring you or not. If you may present solutions to those questions with out them even having to ask, then you definately’ve eradicated one main hurdle between inquiry and acquisition.  

In addition, sending out an e mail with a few of your commonest FAQs can prevent a major period of time in any other case spent on the telephone or answering emails manually, one after the other. Proactively providing purchasers the knowledge that they should navigate authorized proceedings is confirmed to scale back the amount of communications that may disrupt an legal professional’s day.

Give Updates About Your Firm

​​Client loyalty begins with making a connection— and e mail newsletters are an effective way to maintain your contacts updated concerning the most recent information at your agency. Your e mail can showcase updates to your web site, the way you’re contributing to the neighborhood, legal professional spotlights, or something that you simply assume that could be motivating, personally related, or enriching. At the very least, it builds rapport by humanizing your Business.

Share Educational Content

Email Marketing software program can be utilized to supply your leads with related and helpful data that makes them desirous to open your emails. It’s an effective way to maintain them engaged till they’re able to decide to changing into paying purchasers. 

Email segmentation software program will help pinpoint which matters are greatest suited to every checklist.  You can group contacts into completely different lists primarily based on standards reminiscent of matter kind, geographic location, or the place they stand within the shopper journey (and extra). Best of all, you may observe and analyze your outcomes with built-in analytics instruments.

Spotlight Attorneys

It’s difficult to belief somebody little about with one thing that would have main implications in your life. For that cause, purchasers are extra inclined to rent somebody that appears credible but in addition relatable.  Don’t be afraid to highlight your attorneys and workers in an e mail that showcases their expertise and achievements. Many practices place themselves as the most effective within the space, and for that cause purchasers want extra assurance that you simply’ll take heed to them, perceive them, and have their greatest pursuits at coronary heart. Getting a glimpse on the lives of you and your workers takes you from a faceless agency to a human Business.

Promote Local Events

Getting concerned in native occasions in your neighborhood is a unbelievable technique to meet potential purchasers, and develop your e mail checklist. Plus, informing your viewers about your involvement in an occasion in your local people is straightforward whenever you’re capable of goal native contacts with an announcement e mail in a couple of clicks.

Drive site visitors to your web site

One of the first functions of e mail Marketing is to drive extra site visitors to your web site. By making use of the suitable methods you will not simply enhance your web site site visitors, however you may encourage repeat site visitors thus constructing rapport together with your viewers.

Track Marketing effectiveness

One of the largest challenges that entrepreneurs face isn’t solely convincing individuals to open their emails however to take motion upon opening them. The fantastic thing about e mail Marketing is you could observe your contacts’ habits after they obtain your e mail and see what’s working and what’s not. Maybe your topic line is just too aggressive or possibly it’s unclear what motion your e mail desires recipients to take.

By maintaining a tally of key metrics like e mail click on fee, bounce fee, go to to guide ratio, and CTA efficiency, you may fine-tune your Marketing efforts, and get higher at creating content material that folks will react positively to.

Strategies For Effectively Marketing Your Law Firm

Automate your Email Marketing

Although manually responding to every incoming e mail could appear sensible whenever you’re first beginning out your apply, the extra that you simply begin to generate leads, the extra inundated with emails your inbox will probably be. Statistics present that the longer you are taking to get again to a lead, the less your likelihood is of changing them right into a shopper. The extra minutes you enable to go between the time they first contact your agency and also you get again to them, the extra time you are giving them to show to the competitors.  

Automation is the solely technique to reply rapidly and in flip, enhance your possibilities of changing a lead right into a shopper.  Best of all, automation follows up instantly with out you ever having to step away from a paying shopper once more.

Custom triggers make it simple to ship the suitable e mail to the suitable particular person with out skipping a beat. Whether you need to ship out a affirmation when somebody books a session, or want a former shopper a contented birthday, automation places your Marketing on autopilot.

The majority of shoppers require a number of touchpoints earlier than changing into paying purchasers, which is the place drip e mail Marketing comes into play.  With e mail drip Marketing campaigns, you may streamline your follow-ups by programming a collection of automated emails that may considerably assist your apply develop.

When creating an e mail marketing campaign, ask your self the next questions:

  • What’s your aim? 

  • Who are the emails going to? 

  • How does the content material present worth? 

  • Can it maintain individuals’s consideration? 

Your responses to those will inform your e mail Marketing technique in a manner that yields a excessive return on funding.

Create a Monthly Newsletter

Show your prospects and purchasers who you’re with a month-to-month publication. You do not have to put in writing a novel each month— truly that is the other of what you need to do. Keep it concise, to the purpose, but honest.  Whether you need to supply a promotion or low cost, or supply gated content material, a publication is a tried and true kind to get individuals to take motion.

To get essentially the most out of your publication, ensure that its:

  • Brief

  • Engaging 

  • Personable

  • Reader targeted 

  • Well designed

  • Call to motion is obvious

Send Mobile Optimized Emails

Nearly 50% of your readers will probably be opening their emails from their telephones. So it goes with out saying that failing to make your emails mobile-friendly is a large missed alternative. Not solely does sending out an e mail that hasn’t been optimized for cellphones scale back your possibilities of that particular person changing into a shopper, however 5% of individuals say they’d unsubscribe from a mailing checklist because of an e mail that does not show accurately — harsh.

Send Relevant Content to Specific Groups of Leads

To get essentially the most out of your e mail Marketing, create a number of Marketing campaigns working on the similar time with segmented e mail lists. Since an all-in-one Marketing technique would not work for everybody, good entrepreneurs no to interrupt their leads up into completely different teams with related and focused Marketing supplies primarily based on standards of their selecting referred to as viewers segmentation.

Send Educational Content

Providing helpful data on matters that matter to your potential purchasers in alternate for his or her contact particulars is a unbelievable Marketing technique.  Not solely are you offering your readers with free data, however you’re additionally increasing your contact checklist.  In different phrases, everybody wins! 

Some concepts for academic content material embody:

  • Checklists

  • Digital guides / ebooks

  • Videos 

  • Courses

  • Data experiences 

Email Marketing Software Functionality Checklist

Not all e mail Marketing software program is created equal. In order to get the best return in your funding, it should not simply be simple to make use of or inexpensive, it ought to have the next core functionalities.

1. Email Drip Marketing Campaigns

Drip e mail Marketing makes it simple to ship customized and scheduled emails that ship robotically to the suitable particular person on the proper time primarily based on the place they’re within the shopper journey. 

2. Email Templates

Let’s be sensible, most attorneys aren’t html wizards.  The proper Marketing software program for you’ll make it simple to create and ship emails in a couple of clicks. A premade template library helps you keep related to your purchasers with an exquisite structure that makes an ideal impression with out having to know the ins and outs of advanced markup language. 

3. Trigger Automations

The proper software program will combine immediately together with your authorized CRM to automate the following Marketing steps. Whether a lead visits your web site, schedules a session, or indicators up to your publication, you need a software program that may set off the following Marketing steps with out you having to do a factor.

4. Audience Segmentation

The only e mail Marketing is one which delivers a tailor-made message that feels prefer it was created only for the particular person opening it.  Audience segmentation software program teams your prospects into completely different Marketing lists delivering related content material primarily based on the place they stand of their shopper journey.  That means extra significant impressions that result in extra purchasers. 

5. Data and Reporting

The key to efficient e mail Marketing is utilizing knowledge to trace your shopper’s habits.  Your Marketing software program ought to present a more in-depth have a look at how your readers are behaving after they obtain your emails, and the way shut you’re to reaching your targets. 

The most vital e mail Marketing metrics you ought to be monitoring are: 

Unleash the Power of Email Marketing With Lawmatics

Email Marketing remains to be one of many biggest performing Marketing methods and needs to be added to your regulation agency Marketing funds. It’s key to driving extra site visitors to your web site, rising model consciousness, and finally producing extra purchasers.


Aastha Sirohi, Constant Contact, What is the Average Email Marketing ROI? September 2021 content=The%20averagepercent20ROIpercent20throughpercent20email,36percent25percent20ofpercent20emailpercent20marketingpercent20ROI. , The Ultimate List of Marketing Statistics for 2022, 2022

Werner Geyser, Influencer Marketing Hub, The Ultimate List of Email Marketing Statistics, July 2021 content=As%20ofpercent20Februarypercent202020percent2Cpercent20the,frompercent2016.3percent25percent20inpercent20July%202019.

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