As a lawyer, you probably feel like you live in your inbox. Between responding to client emails, replying to opposing attorneys, or connecting with your own team, I’d bet you spend a good chunk of time checking and sending emails every day.

Which is why having ready-to-go email templates can be absolute life savers! The reality is, you don’t need to write lawyer marketing emails from scratch when you have some go-to templates in your toolkit.

In this guide, I’m sharing some tips for effective law firm email marketing, plus ready-made templates you can use to engage prospective clients and land more business. 

Why is Email Marketing Important for Law Firms?

Even though email marketing for law firms has its limitations relative to other industries (I’ll address these later), it’s still an important marketing avenue for the legal niche.

Here are just a few of the many reasons why email marketing is helpful for law firms:

• You can build relationships: Email marketing helps you build relationships with current and potential clients. Through regular email communication, you can stay top of mind with clients, provide updates on your firm, and showcase your expertise.

• You can drive referral business: Email marketing can help you generate more referrals by encouraging clients to share your information with their friends and family. This can help you expand your reach and attract even more clients.

• You can target specific audiences: With email marketing, you can target specific groups of clients with tailored messages that address their unique legal needs. For example, as a family law firm, you could send targeted emails to divorced or separated individuals with information on child custody, support, and visitation.

• It’s cost-effective: Email marketing is a cost-effective way to reach a large number of clients and prospects. Compared to traditional marketing methods like direct mail or print ads, email marketing is less effort, more affordable, and provides a higher return on investment.

• The results are measurable: Email marketing provides valuable insights into the effectiveness of your marketing campaigns. You can easily track your open rates, click-through rates, and conversions to determine what content resonates most with your audience – or adjust your messaging accordingly!

Limitations of Law Firm Email Marketing

Although email marketing can be a powerful tool for law firms, it also has several limitations. 

This is due in part to the very nature of the content you are sharing (which may be sensitive topics for some users) and the strict regulations regarding solicitation. So, always keep these limitations in mind when it comes to your email marketing.

• Legal restrictions: Law firms are subject to specific rules and regulations regarding advertising and solicitation. You must make sure that your marketing emails comply with state and federal laws and regulations, including the CAN-SPAM Act. Be sure to look into the requirements for your country and state. 

• Low open rates: A low “open rate” means your email landed in the user’s inbox but they decided not to open it. This can be due to the prevalence of spam filters, the recipient's busy inbox, or the fact that the email is not relevant to the recipient's interests (as can often be the case with legal content). 

• Lack of personalization: Some email marketing campaigns may lack personalization, which can make the message feel generic or irrelevant to the user. With that in mind, you should aim to tailor your emails to specific client needs and interests of your audience in order to drive the best engagement. 

• Risk of being marked as spam: User may be skeptical of emails from law firms given the nature of the content. If too many recipients flag your law firm's email as spam, this can negatively impact the effectiveness of future email campaigns. So, be careful to not make your subject lines read as “spammy” or untrustworthy!

8 Easy Lawyer Email Marketing Templates

Want to save time on your email marketing and avoid writer’s block? I’ve got you covered. 

Here are a few friendly yet effective email marketing templates to help you engage users and land more clients. 
Example 1: Expert Legal Advice

Subject: Protect Your Business with Expert Legal Advice

Dear [Prospective Client],

We understand that running a business can be challenging. That’s why we’re here to help.

At [ Law Firm Name ], we specialize in providing legal services to small and medium-sized businesses just like yours. Our team of experienced attorneys can provide you with the guidance and support you need to protect your business and overcome even the most difficult of legal challenges.

Some of the legal services we offer include contract drafting and review, employment law advice, intellectual property protection, and litigation representation. We provide personalized and cost-effective legal solutions that are tailored to your specific needs.

Want to better protect your business? We invite you to schedule a free consultation with one of our attorneys to discuss how we can assist you!

Best regards,

[Your Name]

[Your Law Firm]

Example 2: Personal Injury Law

Subject: Are You Prepared for a Personal Injury?

Dear [Prospective Client],

Accidents happen, and when they do, they can be life-changing. If you've been injured due to someone else's negligence, our law firm is here to help. 

We have a team of skilled personal injury attorneys who can help you obtain the compensation you deserve for your medical expenses, lost wages, and pain and suffering. Plus, we’ll lend a listening ear and help you overcome even the most difficult of legal challenges.

We have successfully represented clients in a wide range of personal injury cases, including car accidents, slip and falls, and medical malpractice. We understand that dealing with an injury can be stressful, which is why we will guide you through every step of the legal process!

Schedule a free consultation to discuss your case. We’re looking forward to speaking with you!

Best regards,

[Your Name]

[Your Law Firm]

Example 3: Family Law Attorney

Subject: Plan for the Future of Your Family

Dear [Prospective Client],

It's never too early to start planning for your family's future. 

Our law firm offers a range of estate planning services that can help you protect your assets and ensure that your loved ones are taken care of in the event of your passing. We understand that the thought of planning for your own mortality can be daunting, but we're here to make the process as simple and stress-free as possible.

Our experienced estate planning attorneys can help you draft wills and trusts, establish powers of attorney, and develop strategies to minimize taxes and avoid probate. We will work closely with you to understand your unique circumstances and develop a personalized plan that meets your needs.

We offer a free consultation to discuss your estate planning needs and answer any questions you may have. Contact us today to schedule your appointment.

Best regards,

[Your Name]

[Your Law Firm]

Example 4: Personal Introduction

Subject: Introduction to Our Legal Services

Dear [Prospective Client],

I hope this email finds you well. My name is [Your Name], and I am an attorney at [Law Firm Name]. I came across your business [or personal situation] and noticed that you may have a need for legal services in [legal area]. I wanted to take a moment to introduce myself and our firm and see if we can be of assistance.

At [Law Firm Name], we have a team of experienced attorneys who specialize in [legal areas]. We understand that legal issues can be complex and stressful, and we are committed to providing personalized and effective legal solutions for our clients. We would welcome the opportunity to discuss your legal needs further and see if we can assist you.

Please let me know if you would be interested in scheduling a call to discuss further. Thank you for considering [Law Firm Name] for your legal needs.

Best regards,

[Your Name]

Example 5: Legal Case Studies

Subject: Success Stories in [Legal Area]

Dear [Prospective Client],

I hope this email finds you well. As an attorney at [Law Firm Name], I wanted to share some of our recent success stories in [legal area]. We recently represented [Client Name] in a similar case to yours, and we were able to [describe the outcome].

At [Law Firm Name], we are committed to providing effective legal solutions and achieving the best possible outcomes for our clients. We have a team of experienced attorneys who specialize in [legal areas] and are dedicated to providing personalized legal services to meet our clients' needs.

I would be happy to discuss how we can assist you with your legal needs further. Please let me know if you would like to schedule a call.

Best regards,

[Your Name]

Example 6: Industry Updates

Subject: Industry Updates in [Legal Area]

Dear [Prospective Client],

I hope this email finds you well. As an attorney at [Law Firm Name], I wanted to share some industry updates in [legal area] that may be of interest to you. Recently, there have been some changes in [law, regulation, or trend] that may impact your business [or personal situation].

At [Law Firm Name], we strive to stay informed about the latest legal developments in [legal areas] to provide our clients with the best legal solutions. We have a team of experienced attorneys who specialize in [legal areas] and can provide personalized legal services to meet your needs.

If you have any questions or would like to learn more about how we can assist you with your legal needs, please do not hesitate to contact me.

Best regards,

[Your Name]

Example 7: Free Resources

Subject: Free Legal Resource for [Legal Area]

Dear [Prospective Client],

I hope this email finds you well. As an attorney at [Law Firm Name], I wanted to share a free legal resource that may be of interest to you. We recently published an article [or guide, webinar, or other resource] about [legal area] that may help you better understand your legal rights and options.

At [Law Firm Name], we are committed to providing valuable resources to our clients and the community to help them navigate the complex legal landscape. We have a team of experienced attorneys who specialize in [legal areas] and can provide personalized legal services to meet your needs.

If you have any questions or would like to learn more about how we can assist you with your legal needs, please do not hesitate to contact me.

Best regards,

[Your Name]

Example 8: Special Offer

Dear [Prospective Client],

I hope this email finds you well. As an attorney at [Law Firm Name], I wanted to share a special offer for our legal services. We are currently offering a [percentage or dollar amount] discount for new clients who need legal services in [legal area].

At [Law Firm Name], we are committed to providing effective and affordable legal solutions for our clients. We have a team of experienced attorneys who specialize in [legal areas] and can provide personalized legal services to meet your needs.

If you have any questions or would like to learn more about our legal services and the special offer, please do not hesitate to contact me. We would be happy to schedule a call to discuss your legal needs further.

Thank you for considering [Law Firm Name] for your legal needs. We look forward to the opportunity to work with you.

Best regards,

[Your Name]

Accomplish More with Your Law Firm Email Marketing

The sky’s the limit when it comes to the benefits of email marketing for your law firm. Whether it’s re-engaging old clients, drumming up referral business, earning testimonials, converting fresh leads, or providing office updates, email is a fantastic way to connect with your subscribers.

Do you have a law firm newsletter? If not, consider starting one and see the results you draw in! The 8 templates above will help you write emails faster and see a better return on your email marketing than ever.