law firm content marketing

10 Tools for Legal Marketers to Increase Email Marketing Conversions

by Natalie Moe • November 5th, 2021 • Content Marketing | Blog

Email can be an extremely powerful channel. In fact, in a study conducted by HubSpot, 59% of marketers said that email led to their highest ROI. In the legal industry, email marketing is an important part of nurturing leads and supporting clients. But how can you be sure you’re getting the best results possible? 

Your goals should be to segment and personalize messages, create high-quality and valuable content, and A/B test emails and workflows to find the most effective ways of communicating with your audience. Here are 10 tools that can help you to do those things, and more. 

1. Email Marketing Service (or ESP)

Whether you use a system that is part of your CRM or a standalone, you need a tool that is functional, user-friendly, and robust. Consider whether the tools you’re looking at integrate with other platforms you use, and how they work with your budget. When you’re just starting out, an option like MailChimp is often easiest. However, we suggest starting with a few free trials and seeing how they fit your unique needs. 

2. Data Enhancer Tool

Personalization is important for impactful emails, and that’s only possible if you have enough information on your contacts. To create the most effective emails, use software that increases your ability to personalize. For example, a tool like Clearbit allows you to enter an email address or corporate domain and receive useful data from over 250 sources on 85 unique data fields, including company sector, job title, and more.

3. Marketing Automation

Sending the right emails to the right people at the right time is your best shot at turning leads into clients. There are lots of tools that can be used to segment audiences and then automate communication workflows. HubSpot and MailChimp both have versions, or you could try one like ActiveCampaign or SendinBlue, which are great for smaller firms. 

4. Inbox Tools

Are you able to see if a particular contact has opened your email? How about scheduling emails to go out at certain times? Certain tools can help you to see if emails have been opened, which can help you to optimize your efforts. Some CRM systems have inbox sync to provide more visibility into these metrics. For example, Copper is built for the G Suite and works inside your inbox. 

5. Landing Page Optimization

Landing pages are a crucial part of your email strategy. What are you directing people to? If the pages aren’t effective, then your emails are not likely to convert. Any landing page you use should be high-quality, user-friendly, and contain a clear CTA that’s a logical next step from the email content. Using a tool like Unbounce can help. 

6. Email and Conversion Analytics

Do you have proper data on the emails you send? Only when you collect data on the emails throughout your funnel are you equipped to fix any leaks. Make sure that the analytics tools you look at provide you with insight into email sends, opens, click-throughs, bounce rates, time on landing page, and the ROI from email marketing to clients. 

7. List Hygiene Service

Email verification and list cleaning platforms can help you to check key information before sending emails. Use a tool like DataValidation to quickly see the percentage of deliverable and undeliverable email addresses on your list prior to sending. Doing so is a great way to eliminate bounces and clean up your list for future efforts.  

8. Scheduling Applications

For law firms, a “conversion” isn’t going to consist of someone signing a contract right away. Often, the best conversion you can expect from email campaigns is booking a meeting or consultation. A calendar or scheduling tool makes that easy for your email recipients to do that quickly. Look at something like Calendly, which allows you to include links in your email that allow leads to book time with your firm instantly. 

9. CRM System

Firms with the best operations use a customer relationship management solution. It’s important to choose one that is user-friendly and that your team can rely on. Aligning email strategy with CRM increases your ability to send relevant content that elicits a response. You want to make sure that all of your contacts across sources are synced to it as well as your mailing list. You should also make sure segmentation and data are synced too, like original source, business information, and up-to-date contact details.

10. Two-Way Data Syncing

To get the best results, you need to make sure that all contacts who have opted into email are in your mailing list. That means that you’ve properly collected emails from webinar tools, personal inboxes, lead generation tools, etc. The best way to make sure all contacts are synced to the right place is through two-way data sync. 


In today’s digital economy, email marketing is imperative. An integrated email marketing strategy is important for generating leads and acquiring new clients – but only when done correctly. To make the most of your email strategy, use tools that can help you to collect data, personalize emails, and automate campaigns. Not sure how your current marketing technology stacks up? We can help you to measure and understand the strength of your marketing technology platforms, to ensure you’re getting the highest ROI from your email as well as other digital marketing efforts. 


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