Law Firm Email Marketing CampaignsEmail has been an essential part of professional marketing since it was invented. Though tools have gotten more sophisticated and the best practices for using them have evolved, email is still one of the most effective marketing channels available. Because of that evolution, what worked 5 years ago no longer works. There is more noise than ever before and prospects have gotten savvier about filtering email. This has led to an increase in emails that are deleted before they’re even read. Here are a few things that you can start doing – today – to boost engagement and breathe more life into your law firm’s email marketing campaigns.

1. Offer more opt-in opportunities

Keep growing your law firm’s email marketing list by finding new ways for people to subscribe. Doing so won’t necessarily help your emails to get opened more, but in a numbers game, a larger (quality) list will perform better. Plus, today’s laws dictate that only people who have opted in to receiving your email should get them, so creating more spaces for people to do that helps keep your list clean. 

2. Try a re-engagement campaign

Use your email tools to pull a list of those individuals who haven’t been active with your firm in a while. Consider these leads that have gone cold. Try to win them back by sending messaging along the lines of “It’s been a while.” You can show them what they’ve missed by including valuable content like your latest blog posts or webinar recordings. Remember that if even one prospect re-engages with you, the campaign was worth your time. 

3. Focus on preview text

This is the snippet of copy that is pulled from the body of your email and displayed with the subject line. Most emails have a line or two like “View this email in a web browser”, but It’s important to actually optimize this copy. Try to keep this section to less than 90 characters, and create either a second headline that is attention-getting, or a very brief summary of what’s in the email (why should anyone bother to open it?). Use relevant keywords and a sense of urgency – but don’t simply repurpose your subject line. 

4. Choose your images carefully

Images are tricky in email because they can add visual interest, which makes them more likely to be read, but some email providers actually block graphics. One trend over the past couple years has been creating simpler, plain-text emails. If you’re going to use an image, make sure you have appropriate text along with it. That means that if there is text within an image, you create separate text that replicates it. Also, avoid high-resolution photos. Though they might look better, they take longer to load, particularly on mobile or slow internet speeds. That can be frustrating or even lead to a quick deletion. 

5. Optimize for mobile

Today’s world is mobile, and it’s a mistake not to take that into account when designing emails. The majority of people end up checking email on their device, not a desktop. Use responsive email design to ensure that everything renders properly across any device. Remember what we said about images, too – you don’t want to include anything that is going to make the email take longer to load. Preview emails on your mobile device before they go out to double check that they look good on mobile devices.

6. Play around with frequency

There is no set schedule that will lead to optimal results. That’s why we suggest testing and seeing what works for your firm. Too many emails become pretty easy to ignore and also tend to increase unsubscribe rates. Too few emails makes your firm pretty forgettable and also ensures you don’t have a lot of data to build future campaigns. In general, fewer, but properly targeted emails will perform better. 

7. Segment campaigns

Hopefully this is something you’re already doing, because segmented lists lead to 101% more clicks. There are many ways to segment lists, such as by geographic location, job title, area of interest, company size, etc. It’s particularly important to segment people who interact with your content, so that you can send communications that are relevant to their stage in a client journey with you. Automation comes in really handy here (for a more robust guide to automation, check out our guide to marketing automation for law firms). 

8. A/B Test all the time

You’d be surprised how much difference a small change can make. Test things like keywords, headlines, colors, fonts, button placements, etc. You can also test the time of day that your law firm sends emails or what emails link out to. Remember to only test one small tweak at a time, so that you can properly attribute results to the correct element. As you learn from your A/B tests, optimize future emails and keep the process going. Ideally, you will always have some sort of test running as part of your ongoing email marketing. 


Use the tips above to improve your law firm’s email marketing open rates, conversions and click-throughs. Today’s email recipients might be a little harder to impress, but they’re still a reliable source of lead generation.

Want help improving your email marketing strategy? We help law firms to create, customize, automate, and optimize email campaigns that lead to conversions. Contact us today to discuss your email marketing goals and how we can help you achieve them.