law firm video email marketingVideo is hands-down the most effective marketing medium law firms can use today and adding video to your emails is a great way to boost your email conversions. Video makes complex topics simple, audiences crave it, and it builds a connection which fosters long-term loyalty. When it comes down to it, most people would rather watch a video than read a long email. In fact, video has an undeniable impact on email KPIs:

  • Video boosts open rates by 19%.
  • Video boosts click-through rates by 65%.
  • Video reduces unsubscribes by 26%.

So how can your law firm take advantage of video and make it work in email?

10 Law Firm Video Email Marketing Ideas

1. Create a news roundup.

If your firm has a lot going on, it can be difficult to keep your audience up to date. Rather than writing lengthy paragraphs, develop a short video that gives a breakdown of your latest news and make sure a “click here to watch” link is included in the email. A link to the full video is essential because video doesn’t just instantly play when embedded in emails. Here is a technical guide on how to add video to your email – we like Option #1: Use a static image with a play button.

2. Share behind-the-scenes information.

Sharing videos of your staff or office culture is a great way to build trust and credibility. Introduce new employees, provide information about your summer intern program, video office events, or document some of the inner-workings of a case. 

3. Follow up on virtual events or webinars.

Webinars and virtual events are a lot of work so it’s important to have an intentional follow up plan to help you achieve more value out of the effort you put in. A creative way to do so is to share video clips from the event, such as a highlight reel.

4. Point to an existing video on social media.

Communications that inspire action don’t have to begin from scratch. You can leverage videos that are already out there on your social channels to give your email (and social channels) a boost.

5. Tease an upcoming virtual event or webinar.

Spark interest with a preview of something exciting coming up. Give a sneak peak at what will be covered or what the audience can expect from your next event. 

6. Add video options to your footer.

If your law firm is active on YouTube, make sure you create an icon to include at the bottom of emails and web pages.

7. Create a tutorial.

Share your expertise and enhance loyalty by developing content that shows you know your stuff, such as how-to’s or Q&As on the steps in a complex legal process. For example, a contract lawyer could create a tutorial on how to fill out complicated documents yourself. 

8. Be appreciative.

Your clients like to feel acknowledged and heard. Develop a short but heartfelt video that expresses gratitude for their business or for attending an event. Consider creating a video with personal “thank you” messages to clients and partners.

9. Share an “About us” story.

One of the simplest ways to get started with video is to create a brief message about your firm – what the company does and stands for, why it was founded, and core values and mission. Even if you feel this messaging is displayed across your marketing materials already, some of the information could be new – and it never hurts to reinforce anyway. A video of this nature instead of a written description can make your firm and its attorneys seem more personable and authentic to viewers.

10. Film client testimonials or case studies.

Social proof is critical for law firms, and case studies go a long way toward building that credibility. Consider taping an interview with a client or having them film a short statement about working with your firm and their great results. Use these videos as part of a lead nurturing campaign, reaching people in different phases of their client journey

Related: 10 Video Marketing Examples from Lawyers Doing it Right


Video is an incredible way to engage subscribers – both old and new – and these clever strategies are just a few ways your law firm can get started. Don’t forget to keep an eye on your reports and analytics to see which videos are increasing your email open rates and engagement.

If you would like further assistance developing a video marketing strategy or are ready to start producing your own content, reach out to us for help. 

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