law firm email newsletterEmail marketing should be a central part of your law firm’s marketing strategy as it provides a direct line to your target audiences. A newsletter sent out on a consistent basis is an excellent way for your law firm to capture new business and keep your firm top-of-mind with past clients. However, not all newsletters are created alike. Your law firm’s newsletter should strive to provide valuable content and keep your audience in the know. To remain impactful and keep your audiences coming back for more, we encourage lawyers to get creative and constantly test out new content ideas. As we kick off 2021, we hope you’ll be able to apply these 10 law firm email newsletter ideas.

10 Law Firm Email Newsletter Ideas to Try This Year

Whether you’re already producing an email newsletter, or hoping to create one as part of your marketing mix, just following the same old, same old won’t cut it. Experiment with different email types, layouts, and content. Try these 10 formats, and then remember to collect data on the newsletter’s performance. As always, test, analyze, and optimize.

1. Case Studies

Highlight successes or interesting cases your law firm has worked on in your newsletters every so often. Doing so not only helps establish your firm’s credibility, but it can generate ideas for your clients or prospects, and provide education that they will value. 

2. FAQ

Are there certain questions that your attorneys get asked all the time? Maybe they pertain to your firm’s specific practice areas, or maybe they are questions that are commonly asked as part of an initial consultation. Whatever the format may be, it’s a smart strategy to lay out a few frequently asked questions – and their answers – in one simple newsletter for your readers. 

3. Listicles 

These are becoming an increasingly popular content format, as listicles are easy to digest and usually deliver helpful information. Briefly elaborating on a list is a way to provide relevant content in a format that’s more likely to be read and saved. 

4. Newsjacking

If you’re on Twitter, you see examples of this practice all the time. Newsjacking refers to piggybacking off of today’s news to bring attention to your own content. Newsjacking provides an immediate impact, and the legal industry is a prime sector for this type of marketing. There are so many stories in the news about policy changes, PR problems, lawsuits and regulations affecting every industry from healthcare to finance. That makes it easier to find press about niches that your law firm specializes in, and share content along those lines. 

5. Changes to The Law

Laws and regulations are always changing, and the average person doesn’t have the time or inclination to keep up with them. Especially when it comes to business dealings, there are constant updates that professionals should be aware of, but might not be. Make sure to include brief updates on these in your law firm newsletter. 

6. Informational Video

According to Wordstream, 51% of marketing professionals worldwide name video as the type of content with the best ROI. Why not include some of this content in your email newsletter? As with all email content, it’s important to avoid simply promoting your firm and instead offer valuable information via video. We recommend keeping your video under 2 minutes.

7. Guides and Downloads

Readers are constantly looking for more in-depth information that they can digest on their own terms, or save for later. Publish links to download long-form thought leadership pieces created by your firm within your email newsletter. This may be an eBook, a checklist, a guide, etc.

8. Content Roundup

A content roundup will be especially interesting to your subscribers. Choose a few items that you think offer practical insights for your clients, and create a brief post highlighting all of them to send via email. For example, you might develop a newsletter such as “The 7 Best Articles to Read if You’re Preparing to Patent a Product”, or “Our Five Favorite Posts on New Healthcare Regulations”. 

9. Social Media

Use your newsletter to highlight social media to generate more followers and engagement. Share some of the more engaging posts and interactions you’ve had over the past year, and make it clear how people can follow or like your firm online. 

10. Business Development

This is your one chance to be a little more self-promotional, so make sure you use this format sparingly. Using this method, you’re attempting to get more leads and build relationships. Highlight your expertise, include testimonials, and share any special offers your firm is running. For example, if you offer free 30 minute consultations, this is your chance to promote them and try to get some new meeting slots filled.


A strategic, consistent newsletter marketing strategy will ensure your law firm captures the right attention, from the right people, at the most crucial times. Incorporate some of these content ideas and most importantly, be a genuine resource for your target audience. Also, don’t forget to use an engaging subject line. Visit our blog post, Email Marketing for Law Firms: Crafting Effective Newsletters, for more tips bound to help you ramp up your law firm’s subscribers.

If you need assistance with your law firm’s newsletter strategy, don’t hesitate to reach out to us. We can help you increase the return on investment (ROI) of your email efforts, while streamlining your processes.

Updated and Republished from Jan 3, 2020