How to Create a Successful Email Marketing Strategy at Your Law Firm


Email marketing should be a core part of every law firm’s marketing strategy regardless of the size of your firm.

Email marketing is still the most effective marketing channel simply because people use email several times each day.

So many law firms don’t send regular email newsletters or email alerts with blog posts, client alerts and webinar invites and instead rely on social media to distribute their content. This is a big mistake.

There is no better and direct way to reach clients and prospects (if your contact lists are updated and segmented) than email. Emarketing enables you to stay top of mind with clients, prospects, referrals, recruits, the media and alumni.

It also puts the content directly into their inboxes, your firm name appears front and center in their inbox – whereas on LinkedIn or any other social platform, they may or may not see your post due to whether they are on that social platform at that moment, whether that piece of content gets buried in their news feed due to their settings and the complicated algorithms.

As I mentioned above, you simply don’t know if or when someone is on social media at any given moment on any given day. And that means they may or may not see your content. But we know business professionals are on their email all day long. That’s why sometimes email is the most effective and direct way to reach your target audience.

So, if you write a substantive blog post or article or host a virtual event and want to make sure your clients and prospects know about it, make sure to send it directly to your mailing list so you increase the likelihood that they will see it.

Emarketing can help you build upon existing relationships with your clients and prospects by providing relevant, valuable information.

Remember, your clients, prospects, referrals, alumni, media and others who are on your lists have already given you permission to email them by signing up for your mailing list. They want to get updates from you. If they receive content from your competitors instead, you’re missing a huge opportunity for visibility and engagement.

A great benefit of email marketing is that it’s incredibly easy to track your ROI. Everything is measured with the use of emarketing software so you can determine who is opening your emails and when, who is clicking onto your site through your emails and more. Here’s how to create an emarketing strategy for your law firm.

Why should you use email marketing?

How do you create an email marketing strategy?

Here are some steps to take when planning out your emarketing strategy. Note that some of these may be done simultaneously.

To whom should you send emails?

What types of emails should you send?

When it comes to content for a firm e-newsletter, here are some ideas on what to include:

What types of emails should you avoid sending?

What is email marketing software?

Many companies and individuals send unformatted mass emails by bcc and use attachments. This is a huge mistake as these emails likely won’t reach your target audience and if they do, they will go unnoticed or place you right in the spam folder of your intended recipient.

Emarketing software make sending and monitoring email campaigns easier. Your email marketing software will help you create templates so your emails are aesthetically pleasing, send out emails on your behalf and monitor how your subscribers engage with your emails.

You can also use email marketing software to track analytics like clickthrough rates, open rates, bouncebacks and conversions.

What should your email say/include?

Here are some email marketing best practices:

Here’s how to ensure that your emails are CAN-SPAM compliant:

How do you build your email list?

Ideas to expand the reach of your email content

Remember you’re a guest who is invited into the inboxes of your subscribers. Your emails are always just one click away from losing their interest forever. Your job is to always deliver value and to create engaging email content that makes people want to stay subscribed and forward your emails to their network.

I hope these tips are helpful – I am of course a huge proponent of the power of social media, but don’t underestimate the effectiveness of email marketing to directly reach your prospects, referrals, important contacts, alumni, the media and of course, your clients.


Copyright © 2024, Stefanie M. Marrone. All Rights Reserved.
National Law Review, Volumess XII, Number 131