Unlike other professions that attract walk-in clients, lawyers need to actively market their services to increase visibility. Email marketing is a powerful tool for building and maintaining strong client relationships while also generating leads to grow your practice.
By sharing valuable content through email, you position yourself as a trusted advisor rather than just a name on a business card.
In this guide, we’ll explore email marketing essentials for law firms and recommend software to help you build an effective strategy.
Try Omnisend today to boost your law firm’s visibility and profits
Lawyer email marketing is more than sending newsletters or promotional blasts. It’s a strategic approach to building and maintaining relationships with clients, prospects, and referral sources.
Email marketing serves as a direct line of communication for law firms, allowing you to share your expertise, update clients on legal developments, and nurture leads through the client acquisition funnel.
While implementing email marketing, law firms need to comply with legal advertising rules such as the CAN-SPAM Act and the GDPR. They also need to strike the right balance of promotional and valuable content.
While this applies to any industry, lawyers must be particularly mindful of ethical considerations and confidentiality when crafting their email campaigns.
The beauty of email marketing services for lawyers lies in their versatility. Whether you’re a solo practitioner or part of a large firm, you can tailor email campaigns to fit your specific practice areas and target audience.
Benefits of email marketing for lawyers
Email marketing comes with several benefits for lawyers. Let’s take a look at some of them:
Building and nurturing relationships
Email marketing allows you to maintain regular contact with your clients and prospects.
When you share relevant content, case updates, and personalized messages, you create a sense of connection that goes beyond the transactional nature of legal services.
This ongoing communication builds trust and loyalty, increasing the likelihood of repeat business and referrals.
Lead generation
A well-crafted email campaign can be a powerful tool for attracting new clients and showcasing your expertise through informative content, positioning your practice as a go-to resource for legal matters.
This brand recognition can lead to inquiries and consultations, ultimately growing your client base.
Cost-effectiveness
Compared to traditional marketing methods like print ads or billboards, email marketing’s ROI is pretty impressive.
With the minimal costs associated with creating and sending emails, email marketing for lawyers has the potential to reach a large audience without breaking the bank.
This makes email marketing an attractive option for firms of all sizes, especially those looking to maximize their marketing budget.
Thought leadership
Email marketing provides a platform for you to establish yourself as an authority in your field.
By sharing insights on legal trends, breaking down complex laws, or offering practical advice, you demonstrate your expertise to your audience.
This positions your firm as a trusted resource, making you the first choice when legal needs arise.
The best email marketing software for lawyers
Choosing the right email marketing software can make or break your law firm’s digital marketing efforts.
The ideal platform should offer features tailored to legal professionals while ensuring compliance with industry regulations.
Let’s explore some email marketing software for law firms that cater to their unique needs.
Omnisend stands out as a versatile software that can offer powerful features for implementing email marketing for lawyers and all legal marketing needs.
Pre-designed templates and a low learning curve make it easy for law firms to market themselves effectively, even without the extensive knowledge of designing.
Pricing
Free plan: Up to 500 emails/month, 250 contacts
Standard plan: Starts at $16/month for unlimited emails and 500 contacts
Pro plan: Starts at $59/month, unlimited emails, and bonus SMS credits
Features
Automation: Set up quick and easy email automation workflows for case updates, appointment reminders, and follow-ups
Segmentation: You can create a segmented list based on case type, engagement level, or any custom criteria depending on client behavior
Multi-channel marketing: Integrate your email campaigns with SMS and push notifications for a comprehensive communication strategy
A/B testing: Test your subject lines, content, and designs to optimize your email performance and engagement rates with A/B testing
Compliance tools: Maintain compliance with legal advertising regulations, such as easy-to-implement unsubscribe options and sender information
Clio is a comprehensive practice management software for email marketing. It provides features tailored specifically to meet the needs of law firms. With its product offerings, like Clio Manage, Clio Grow, and Clio Accounting, plus 250+ integrations to choose from, you can streamline your casework.
It also offers a Clio Duo, a legal AI tool to help lawyers and law firms simplify marketing efforts with legal compliance and privacy.
Pricing
EasyStart: $49/user/month
Essentials: $89/user/month
Advanced: $129/user/month
Complete: $159/user/month
Features
Firm management: Easily lets you manage your cases and medical records, communicate with the team, and assign tasks
Finance management: From the firm’s accounting needs to electronic bills, you can do it all in one place with secure click-to-pay links
Document collection: Minimize errors and save time with advanced documentation features like court forms and e-filing
Client engagement: Onboard new clients faster with custom online intake forms and stay connected through a client portal
Lawmatics is an all-in-one legal client relationship management software offering a comprehensive solution tailored specifically for law firms. It combines client relationship management with powerful email marketing capabilities.
With Lawmatics, you can manage your entire client lifecycle, from initial intake to case resolution and beyond, all while nurturing leads and strengthening client relationships through targeted email campaigns.
Pricing
Lawmantics offers an essential and premium plan. You’ll be required to get in touch with sales for the pricing.
Features
Client onboarding automation: Streamline the process of bringing new clients on board with automated email sequences
Customizable templates: Create and save email templates specific to different practice areas or client types
CRM integration: Combine customer relationship management with email marketing for a holistic view of client interactions
Analytics and reporting: Gain insights into campaign performance and client engagement metrics
Mailchimp is a popular email marketing platform that offers a host of features suitable for law firms. Its user-friendly interface and advanced automation tools make it easy to create and manage even the most complex email campaigns.
Mailchimp allows lawyers to engage clients effectively, share legal insights, and grow their practice through targeted email marketing.
Pricing
Free: Up to 500 contacts and 1,000 emails/month
Essentials: Starts at $13/month for up to 500 contacts
Standard: Starts at $20/month for up to 500 contacts
Premium: Starts at $350/month for up to 10,000 contacts and advanced features
Features
User-friendly interface: Easy-to-use drag-and-drop editor for creating professional-looking emails quickly and easily
Segmentation and personalization: Target specific client groups with tailored content by segmenting them
Automation: Set up automated email sequences for regular client follow-ups and nurture campaigns
Integration capabilities: Works well with other tools commonly used for client management and reporting
GetResponse provides law firms with all the email marketing features under one roof required for a streamlined workflow, making email marketing accessible to lawyers. Its advanced automation features, like email triggers, metric tracking, list cleaning, and more, cater to various legal marketing needs.
From segmentation based on practice area or past interactions to lead nurturing campaigns, GetResponse is the choice of tool for lawyers looking to boost their email marketing efforts.
Pricing
GetResponse offers two paid plans:
Plan for marketers
Email marketing: Starts at $19/month for up to 1,000 contacts
Marketing automation: Starts at $59/month for up to 1,000 contacts
Ecommerce marketing: Starts at $119/month for up to 1,000 contacts
GetResponse MAX: Book a demo for a custom solution with bespoke terms
Plan for creators
Content monetization: $69/month for up to 1,000 contacts
Features
Email automation workflows: Create automation sequences for campaign scheduling, follow-up emails, and audience segmentation
Built-in analytics: Monitor open rates, click-through rates, bounce rates, and unsubscribe rates to gauge the performance of your emails
CRM functionality: Manage client relationships alongside data and communication history for a unified approach
Safety compliance: Dedicated network that’s monitored around the clock, with firewalls in place to keep client data secure
Types and examples of emails lawyers should use
To maximize the impact of your email marketing efforts, it’s crucial to understand the different types of emails that resonate with legal clients. Each type serves a specific purpose in your overall marketing strategy, helping you engage clients at various stages of their legal journey.
1. Newsletters
Newsletters are the backbone of email marketing for law firms. They provide a continuous touchpoint with your audience, keeping them informed and engaged.
Sending newsletters allows you to share valuable content, such as legal updates, case studies, and firm achievements.
Using compelling and visually engaging newsletter templates can help you create consistent, professional-looking emails that reflect your firm.
Send newsletters regularly, preferably once a week or every other week, to keep your audience informed without overwhelming their inboxes.
Provide tips and advice related to your practice areas
Here’s an example of a law firm newsletter from Rocket Lawyer that starts with questions to intrigue the readers. It then adds a strong CTA, “Prepare now,” which compels the readers to take action:
Client follow-up emails are crucial for maintaining strong relationships and ensuring client satisfaction. These targeted messages show your attentiveness and commitment to client care.
Using follow-up email templates is a great way to create emails that lets you stay connected with clients throughout their legal journey. They can remind clients of important dates, gather feedback, or simply check in on their satisfaction with your services.
Use follow-up emails:
After initial consultations to thank clients and outline next steps
Following court appearances or significant case developments
To request feedback after the conclusion of a case
As part of a regular check-in schedule to maintain long-term relationships
This email by Rocket Lawyer makes the reader think about whether they actually forgot something and asks them to come back for document completion. It also offers a CTA that lets the clients directly jump on the process with “Finish my document”:
Image via Really Good Emails
3. Promotional emails
While lawyers must be cautious with promotional content, strategically using promotional emails for sales can effectively showcase your services while being profitable.
Promotional emails for law firms aren’t about “hard selling.” Instead, they should focus on educating potential clients about your services and how you can help them with their legal needs.
Use promotional emails:
To announce new practice areas or services
When offering free consultations or educational workshops
To highlight special recognition or awards received by the firm
During relevant awareness months related to your practice areas (e.g., Estate Planning Awareness Month)
The following is an excellent example of a promotional email that strikes the right balance between selling and educating the reader:
Hosting events, whether in-person or virtual, is an effective way for law firms to connect with clients and showcase expertise. Email invitations can help ensure strong attendance and engagement.
Why use event invitation emails? Event emails create excitement and encourage participation in your firm’s educational or networking opportunities. They help position your firm as active and engaged in the legal community.
For inviting clients to in-person workshops or seminars
When hosting community events or fundraisers
To announce your participation in legal conferences or panel discussions
Here’s an interesting event invitation email by Shoptalk announcing keynote speakers in a fun and unique way. All the event details are provided in the newspaper-like invitation. The email does a great job of creating urgency by stating that ticket prices will increase and invites the readers to get their tickets:
Image via Really Good Emails
Legal considerations in email marketing for law firms
While email marketing offers numerous benefits for lawyers, it’s important to consider the legal and ethical considerations that come with it. Balancing effective marketing with professional responsibility is key to a successful email strategy.
Compliance with legal advertising regulations
Every jurisdiction has specific rules governing lawyer advertising, and these extend to email marketing. Ensure that you’re aware of the ABA Model Rules 7.1-7.4 that makes lawyers advertise their practice while maintaining ethical standards.
Here are some key points to consider:
Avoid misleading or false statements about your services or results
Accurately use terms like “expert,” “specialist,” or “authority”
Be cautious with language that could be construed as creating an attorney-client relationship
Familiarize yourself with legal marketing regulations like the CAN-SPAM Act, HIPAA (Health Insurance Portability and Accountability Act), and more
Data privacy and security
Protecting client information is paramount in the legal profession. When it comes to email marketing, consider these aspects:
Obtain explicit consent before adding contacts to your email list
Provide clear and easy options for opting out of communications
Implement strong data security measures to protect your email list
Be aware of and comply with data protection regulations like GDPR or CCPA, especially if you have international clients
Best practices for ensuring data security include the following:
Use double opt-in processes for email signups
Regularly clean your email list to remove inactive subscribers
Encrypt sensitive data and use secure servers for storing contact information
Train staff on data privacy and security protocols
Conclusion
By understanding the unique considerations of legal email marketing and leveraging the right software tools, you can create campaigns that resonate with your audience while maintaining professional standards.
Remember, the key to successful email marketing lies in providing valuable content to your recipients. Whether you’re sharing legal insights, keeping clients updated on their cases, or inviting them to educational events, each email should reinforce your expertise and commitment to client service.
Try Omnisend today to create email campaigns that drive engagement
Yes, lawyers can and should do email marketing. However, it’s important to follow ethical guidelines and advertising rules specific to the legal profession in your jurisdiction.
2. How to send an email like a lawyer?
Focus on clarity, professionalism, and value. Use a formal tone, proofread carefully, and ensure your content is relevant and helpful to the recipient. Always include necessary disclaimers and be mindful of confidentiality and ethical considerations.
3. What is the best form of advertisement for a lawyer?
The best form of advertisement for a lawyer often combines multiple channels, but email marketing is particularly effective. It allows for targeted, personalized communication and helps build long-term relationships. Pair email marketing with a strong online presence, networking, and thought leadership content for best results.
4. Is it normal for lawyers to charge for emails?
While some routine emails may be included in your overall service, it’s common and appropriate to bill for time spent on emails that require legal analysis or strategy. Be transparent about your billing practices for email communication upfront with clients.
Aiste is a Content Marketing Manager at Omnisend. When she's not searching for the perfect synonym or refining her latest copy, you can find her curled up with her cat, binge-watching yet another TV series.
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