The Dos and Don’ts of Email Marketing for Law Firms ─ Essential Things to Know

As a law firm, staying top of mind with potential and existing clients is essential. Email marketing is a cost-effective way to consistently reach out to help build and strengthen relationships with both potential and current legal service customers.

When done right, email can help identify leads, convert prospects into clients, develop stronger relationships with current customers, and promote brand loyalty.

To ensure that you make the most of your efforts, read on for ten helpful tips for law firms when it comes to email marketing.

The Do’s


To get the most out of email marketing for your law firm, here are some Dos :

1. Develop an Opt-In List

Before you start sending emails to everyone who may be interested in your law firm, create an opt-in list of those who have actually expressed interest in what you have to offer. This way you won’t be spamming potential leads or wasting your time by sending mails to people who aren’t likely to engage.

2. Know Your Audience

It is important that you understand and has a clear picture of your target audience and what they are looking for when they search for a law firm like yours. Knowing who your audience is will help ensure that the emails you send out are targeted and relevant and provides more value than an unsolicited generic mail blast.

3. Keep It Short & Sweet

When working with a law firm marketing agency to create email blasts, it’s important to ensure that they are concise and clear, while also providing enough information so they don’t feel too short or incomplete. Make sure each email conveys the information it’s meant to communicate without going into too much detail, which could make the message too long or overwhelming for the reader.

4. Personalize When Possible

People are more likely to read electronic mail when it feels personalized, even if it includes simple personalization such as including their first name in greeting lines or using dynamic content such as recent news about them or their company recently referenced in media outlets.

This helps encourage engagement with potential leads and build better relationships with existing ones from your law firm’s email campaigns because it shows an understanding of their interests and needs at that time which demonstrates a level of care from your end that can’t be matched by automated service providers alone.

The Don’ts


Below are some of the don’ts of email marketing for law firms to be aware of in order to ensure that your emails are successful:

1. Don’t send generic emails

Although using mass mailing software is an efficient way to broadcast your message and save time, it’s important to tailor each email message as much as possible to make it relevant and interesting for each individual recipient.

2. Don’t confuse customers with jargon

People may not be familiar with legal-specific terms or abbreviations, so avoid confusing them by keeping your language simple and direct.

3. Don’t forget CTA (call-to-action) buttons

Including easy-to-find “call-to-action” buttons in your emails will increase the likelihood that recipients will actually act on them. Whether it’s booking a consultation, downloading an ebook, or subscribing to a newsletter.

4. Don’t inundate customers with too many emails

Keep your emails concise and avoid sending anything more than twice a month so you don’t overwhelm customers or have them unsubscribe due to an overload of messages from you. If you plan on sending out any more regularly than this, obtain permission from the customer beforehand or put them in different opt-in lists with different frequency settings applied.

5. Don’t forget about data protection laws

Make sure all personal data is handled responsibly and in accordance with applicable data protection laws; especially when collecting information from prospects which can include email addresses and other contact details such as telephone numbers etc. You must always respect their privacy!

Analyzing Email Performance for Law Firms


Analyzing email performance is an essential step in a successful email marketing program for law firms. With the right metrics know-how, a firm can develop an effective communication strategy that not only increases open rates but also leads to actual conversions or sales inquiries. There are several ways to measure the effectiveness of your campaigns:

Open Rate

The open rate measures the percentage of contacts who opened each message sent out by your firm’s email campaigns. This metric informs marketers of how powerful or attractive their subject line is as well as how effective their headlines are at enticing readers to open up the mail. Knowing your open rate allows you to optimize future emails so that they have greater appeal and higher accuracy in hitting target audiences.

Clickthrough Rate

Clickthrough rate measures the percentage of contacts who clicked on links present within an email sent by your firm’s campaigns. This metric provides insight into which calls-to-action (CTA) are successful at driving traffic from readership directly into website pages or landing pages where more information or products can be presented to users in order to stimulate conversions or purchases.

Bounce Rate

The bounce rate measures the percentage of recipients who do not receive emails sent from your firm’s campaigns due either to invalid accounts (hard bounces) or full inboxes (soft bounces). Knowing this metric helps lawyers account for spam blocks which could make it difficult for them to reach certain targets successfully through emails sent via traditional methods like SMTP servers (Simple Mail Transfer Protocol).

Mobile Optimization

Mobile optimization measures how well each campaign is optimized for display on phones or tablets, as opposed to larger computer screens that are typically accessed through desktop browsers like Chrome or Firefox.

This helps to explore potential audience visibility when campaigns are shifted from one channel to another, ensuring that the message of each campaign reads perfectly on any device without compromising the IDE-provided functions. This also enables easier accessibility options for end-users, regardless of the medium being used to interact with the same submission formats.


As you can see, email marketing for law firms needs to adhere to a specific set of practices and do’s and don’ts. With the right foundation and knowledge, you can leverage email marketing to grow your practice while protecting yourself from legal concerns.

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