04 Jan Why Email Marketing for Attorneys is Key in 2020

On average, email marketing for attorneys produces $44 for every $1 spent.


Across most industries, the power of email marketing is significantly underrated. But it is especially so in legal services.

Emails work well for attorneys because they allow for recipients to be educated in the privacy of their inbox. Think about how we receive information – Google, social media, etc. – all of those methods are out in the open, tracked and retargeted. When it comes to legal concerns, not everyone wants to have “how to file for divorce” in their search history.

Learn more: Done-for-you digital marketing for law firms

Email marketing for attorneys also addresses that lawyers are not needed as often as groceries. In most cases, their services are required at very particular points in time. For example, Intellectual Property attorneys are needed when businesses open or need protection. Personal injury attorneys are only needed when an accident occurs. In most cases, it is not an ongoing need. By consistently sending out newsletters with educational, valuable content, you are staying atop of mind for your recipients so that when they are in need of your services, your name is thought of first.

Lawyer Email Marketing Sitting At Desk SocialCow



  1. Choose an email software.

    If you have the time to learn and execute on how to do email marketing yourself, your first step is to sign up for an email platform like MailChimp or Constant Contact.

STOP 🛑 Consider how much you charge per hour and then multiply that by approximately 10 hours per week and 4 weeks per month. That is how much money you will not be making by doing it yourself. If you are ok with that, proceed to #2. If you would rather explore do-it-for-you-expertly options, schedule a free consultation with one of our legal marketing experts here: bit.ly/meetmoo

  1. Consistency is key.

    Next, consider how often you need to send an email. Not how often you’d like to, but how often you’d need If you are looking to generate leads from your emails, we recommend sending a newsletter 2x a month. At the very minimum, you should have a monthly email newsletter. If you have all the leads you will ever need, a quarterly issue is appropriate. This was the case with an established 30+ year old real estate law firm we worked with in Darien, CT. Due to the generational clientele they have, their goal was to keep up their brand and gently connect with their email list by updating them on highly relevant topics. These quarterly issues were highly effective as it served the purpose of updating an already engaged audience.


  1. Who is on your email list?

    One of the top mistakes made by businesses when starting email marketing is if they do not clean up their list. First, it’s highly recommended that you clean up your list of incorrect or prohibited email addresses. It significantly decreases your chances of getting too many bounce backs, which would cause a suspension to your email software account.


Using services like DataValidation will clean your list by removing invalid email addresses. However, it will not solve deeper issues like quality of list. At the core, you want to send emails to people with some interest in who you are and what you provide. Once you get your list cleaned a service like the one mentioned above, we recommend that you manually go through the list and remove anyone who definitely does not belong on it. The rest can unsubscribe if they wish!


Segmenting your list is a more advanced technique and is best done with a list of 500 subscribers or more. Initial segmentation will give you multiple lists of defined audiences. For instance, one list will contain networking contacts such as the ones you met at a local Chamber or BNI group. Another list will contain existing clients and so on. This allows for more targeted email marketing campaigns, increasing their effectiveness rate. Ongoing segmentation is a process by which emails are separated within those lists based on their engagement level.


  1. Content is King.

    Remember that even the most intelligent audience is likely to have a short attention span. In fact, the average attention span is 8 seconds – one second less than a goldfish! Be succinct, include videos and provide links to anything that takes more than 3-4 sentences to say. For instance, write a blog on your website or LinkedIn, include a 3-sentence excerpt in your email and a link to the rest of the article.

This is also a good opportunity to include news about your firm such as an addition of a new staff member or attorney, your presentation at the local board meeting, cases you’ve won, etc. Share your accomplishments as indirect pitches for your audience to work with you.

  1. Engagement is Queen.

    Your audience won’t know that you want them to share your email or blog unless you ask them to. Some effective ways to ask for engagement include “Do you know someone who could benefit from this information? Forward them this email.” Or if your tone is more friendly, “Sharing is caring! Share this information with your friends – it may just save them a lot of money (or whatever effect your information may have).”


  1. The fine print.

    If you are providing advice in the email, it is important to include a disclaimer that reminds readers that your information is not to be construed as advice and does not constitute an attorney – client relationship. This disclaimer should be placed anywhere you are giving advice, including your blog.


To measure your efforts, you will want to regularly look at your open rate, click-through-rate and unsubscribe rate. According to Constant Contact, these are the average numbers:

Legal services average email open rate

Email marketing is an important part of every law firm’s overall strategy when done properly. If your time is best spent helping your clients than learning email marketing, schedule a free consult with one of our legal marketing experts here: http://bit.ly/meetmoo