Email Marketing for Law FirmsEmail marketing technology has expanded significantly over the past few years. Between enhanced marketing automation and segmentation functionalities, law firm marketers have plenty of ways to ramp up their firm’s email marketing strategy. 

This is great, but sometimes you need to get back to the basics. Thoughtful, well-written copy can go just as far toward helping your email efforts and growing your database. Here, we’ll cover ten copywriting tips to help legal marketers write more compelling email copy for better email open rates and click through rates.

Tips for Writing Compelling Email Subject Lines

Your email’s very first impression, you can’t expect to entice people into opening your email with a bland subject line. 

1. Use actionable language

Verbiage that gives the reader something to do. Some good examples are “Take”, “Download”, “Complete”, etc. You can also convey the same urgency even without such direct verbs – consider something like “Don’t miss your year-end paperwork deadlines”. 

2. Personalize

According to the DMA (Direct Marketing Association), segmented and targeted emails generated 58% of all revenue for the marketers surveyed, while 36% of revenues were driven by emails sent to specific targets. Before you send an email, consider how you might make the subject line more personal (aside from just inserting a [Name] which people are no longer impressed by). Break down your emails – and their corresponding subject lines – into specific practice and interest areas, and send the right emails to the interested contacts. 

3. Prioritize clarity over cleverness

First and foremost, all of your law firm’s marketing email subject line should be clear. It won’t matter how witty it is if no one really grasps the point. Only when you’ve developed a clear and concise subject line should you go back and try to insert humor or other “catchy” components. 

4. Make sure your subject line and email copy align

Just like a CTA and the landing page it’s on need to align, so too do your email and subject lines. If you’ve created a very clear subject line as we suggested above, people will have a strong idea about what they’re getting when they open the email. Make sure the email provides what was promised in your subject line or you will quickly increase your unsubscribes.

Tips for Writing the Email Itself

The goal of your email is to get people clicking. Fortunately, there are several components in the body copy that you can tweak in order to get more click-throughs. 

5. Prove relevancy

Just like with your subject line, you want to immediately establish why someone should be interested in the topic, and hearing about it from you. Briefly explain to people why you’re emailing (you met them at an event, they expressed interest in a white paper, etc). It’s always a good idea to subtly remind people that they have opted in to hearing about this topic from you. 

6. Use second person

That means speaking directly to someone, by using pronouns such as “you” and “yours”. This orients the email toward the recipient, and not the sender. Naturally sometimes you will need to use language like “we” and “ours” while referring to the firm – but perform a count of such pronouns before sending your email. You should see several more instances of referring to the receiver (“you”) than you do of your firm (“we”). 

7. People care about benefits, not just features

It’s not enough to explain what you’re offering or why you are worth working with. You need to show them the benefits that they might experience. For example, don’t just explain the aspects of family law that you work in – share tangible ways that using your firm has helped families, or the better outcomes in cases of working with a family law attorney.

8. Keep it short and sweet

You’ll likely see this point on most lists of copywriting tips. Don’t try to share the whole story via email – just focus on enticing people to learn more or take a certain action. Summarize your main points and what the reader will get in the most compelling (and brief) way that you can, and then share clear next steps about what readers should do to learn more. Remember to focus on one primary call to action rather than dividing the reader’s attention. 

9. Share some personality

Think about the emails you remember: they probably delighted you in some way, right? Showing that there’s a person behind the email is a good way to build relationships. Use language that humanizes your brand – in other words, don’t be afraid to speak in the way that humans actually talk to each other. 

10. Optimize your call to action (CTA)

First of all, it shouldn’t be hard to find. Compelling CTAs have great design as well as great copy. Make sure your CTA is easy to identify by using components like a button. Secondly, the language should be clear, succinct, and action-oriented. In one study, HubSpot found that plain text emails actually performed better than HTML emails – but it’s important to include a CTA within the text. We recommend using hyperlinked text directly in the copy. 

Related: A 15-Point Email Marketing Checklist for Law Firms


Email is still a very powerful tool for law firms, but not everyone is comfortable writing them. Hopefully these tactics can help you have more confidence in creating email that people actually read. If you need help creating an integrated email marketing strategy that generates leads and acquires new clients, we are here to help! Contact us today.