Let’s be real, emails might not be the most modern way to market these days. It’s not flashy. It’s not trending on TikTok. But when it’s done right, email can be a very helpful tool for law firms to stay in touch with past clients, keep potential clients engaged, and build real relationships over time.
At Civille, we’ve seen firsthand how the right email strategy can turn cold leads into warm ones, and warm leads into signed clients. So, if you’ve been sending the occasional newsletter just to check a box, it might be time for a refresh. Here are some of the most effective email strategies your law firm can start using today.
1. Know What You’re Trying to Say (Before You Say it)
Before you do anything, you need to figure out the point of the email you want to send. Are you trying to drive traffic to your newest blog post? Remind someone to schedule a consultation? Share a recent win? Whatever it is, make sure you pick one goal and stick to it.
Emails that try to do everything end up doing nothing. One message. One focus. One clear action you want the reader to take.
2. Talk to the Right People
Not everyone on your email list needs the same message. Someone looking for help with estate planning doesn’t need updates about your latest personal injury verdict. Segmenting your email list by interest, location, practice area, or where they are in the client journey makes a huge difference.
Even basic segments like “past clients” vs. “new inquiries” help you speak more directly to what your audience actually cares about. It may be a time-consuming project, but trust us, it will be worth it for both you and your clients.
3. Be Useful, Not Salesy
The best law firm emails aren’t constant sales pitches. They’re helpful, timely, and relevant. Think “how to protect your business in a partnership breakup,” or “3 things to do if you’ve been served with a lawsuit.” Quick tips, myth-busting, or commentary on a law that just changed in your state all work well.
If your email helps someone feel a little more confident about their situation, they’re much more likely to turn to you when they’re ready to hire a lawyer. It can also make you seem like a trusted authority figure in your area of law.
4. Make It Easy on the Eyes
You don’t need to be a professional designer to make a clean-looking email. The best thing you can do is just keep things simple:
- Short paragraphs/sentences and bullet points help with readability
- Make sure your email translates well on mobile
- Your call-to-action should be easy for viewers to see and want to take action
- And yes, use your logo or headshot, it helps build familiarity and adds a personal element
You’d be surprised how many people will delete an email just because it looks busy and too overwhelming to read.
5. Stay Consistent (But Don’t Spam)
How often should your firm send emails? There isn’t a specific number of emails your firm should be sending out, but consistency is the way to go. If you are first starting out, once a month is a good place to start. See how your audience responds for the first few months, and then look at maybe adding another email to the mix.
And if you’re not sure what to say each month, it can help to create a calendar to plan out ideas. Think ahead to seasonal legal needs, changes in the law, or FAQs your team hears all the time.
One Last Thought
In the end, most people receive countless emails a day. You want to make sure your email stands out from the crowd and provides actual value to the person you are sending it to. If it comes across as spammy or salesy, you could lose a subscriber and miss out on potential business. If you can deliver value, sound like a real human, and follow through on what you promise, your firm will stand out.
Need help with your marketing strategy? Contact us today.
