Email marketing platforms for law firmsEmail marketing should be a central part of any law firm’s marketing strategy. Obviously, the main goal of your online marketing effort is to drive traffic and convert new leads into clients. Your second priority, however, should be to get anyone who can’t be immediately converted on your email list.

Every subscriber on your list represents multiple chances to continue marketing, stay top of mind, and convert new clients.

There are several good services designed to make email marketing easier. Capterra lists well over 300 in their Email Marketing Software Products category. With so many options available, it’s hard to know what to look for, especially for a beginner. 

We’re going to look at some of the most popular email marketing service providers and give you an honest comparison that should help make your choice easier. We’ll break down some of the most common and most needed features to see how each service stacks up.

There are several services that have proven to be particularly popular with law firms and some that are part of a marketing automation system. We’re going to be looking at five of the top stand-alone email marketing service providers:

  • MailChimp
  • Constant Contact
  • GetResponse
  • Mad Mimi 
  • VerticalResponse 


MailChimp makes it very easy to get started. You don’t just get a free trial, you can use the service and most of its features completely free forever if your list is smaller than 2000 people and you send less than 12,000 emails per month. Some features are reserved for paying customers, but you’re not getting a crippled service. You can fully manage your list and send emails effectively.

There are plenty of features to make it easier both to manage your list and create messages to send. You’ll get access to a great selection of pre-made templates to use, or create and save your own.
List management is also easy with functions to break lists into segments and even A/B testing to help fine tune and maximize results. Hosted signup forms and integrations with other popular services also make it easier to keep your list growing.

They also offer full analytics so you know what’s working and why.

Constant Contact

Constant Contact gives you a full featured free trial for 60 days. You can sign up easily with no need to enter billing information until the trial ends. At the end of the 60 days, you’ll be charged based on your list size. A list of 2000 contacts will cost $45 per month.

Constant Contact, which has upped their outreach to law firms. also gives you plenty of templates to help make your initial marketing campaigns a bit easier to produce. You can use theirs, modify them for your needs, or create your own from scratch.

Some of their other offerings include tools for social media marketing, delivery and open rate tracking, image and file hosting, survey and coupon creation, and of course, tools to help grow your list. 


GetResponse offers a one month free trial. At the end of the trial it will cost $25 per month for a list of 2000 contacts with some basic features. For more advanced features you’ll need to move to a higher pricing tier which costs $50 per month, but allows up to 5000 people on your list.

GetResponse offers most of the same tools you’ll see with other service providers but they stand out from the others by offering some extras like landing page creation and the ability to put together webinars. If your law practice is looking to get more interactive with your list subscribers, these extra features could prove to be a big bonus.

Mad Mimi

Mad Mimi is one of the most user friendly options out there. If you’re looking for simplicity, this is the place to start with easy audience management, tracking, and support. It may be simple but it’s also robust with over 40 million emails sent and shared every day. 

Pricing starts at $10 per month. The next level up, the “Pro” version, facilitates 10,000 contacts for $42 per month. More packages are available for up to 350,000 contacts. 

Simplicity and ease of use with robust delivery and reporting is what sets Mad Mimi apart. 


VerticalResponse packs a lot of functionality into an affordable, easy-to-use package for small businesses. 

Features include bounce and click-through tracking, event-triggered email, list and newsletter management, template management, and a WYSIWYG email editor. No coding skills required. 

You can knock the tires before you buy with the free version which gets you up to 4,000 email sends a month to 300 contacts. The “Pro” plan facilitates up to 25,000 contacts for $232 per month. 

How to Choose

Choosing the right email marketing service provider for your law firm is going to depend on how big your email list is, and exactly what you want to accomplish. There are, however, a few general things you should keep in mind.

First, of course, you want to make sure the price for service is going to fit your budget.

Second, take advantage of free trials to see exactly what a system will do. For those that only offer demos, be sure to have questions ready. This way you’ll make sure the demo session includes as much detail as possible about the features that will be important for you.

And finally, just as important as making sure you will get the features you need, you should make sure you’re not going to be paying for extra features you will never use.

Once you’ve got your email marketing set up, get to work on setting up your first campaign. Returns on email marketing are the highest of any online marketing method. You’ll be pulling in new leads for your law practice in no time.