Law Firm Email Marketing

17 Proven Law Firm Email Marketing Strategies (2024 Update)

This article will teach you the best practices for law firm email marketing.

Helping you get more leads, more clients, more profit.

Let’s get started.

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Discover how we helped a law firm increase website traffic and leads by over 400%

1. Offer a lead magnet on your law firm website

This is the best way to gather email subscribers.

What is a lead magnet?

According to Investopedia:

lead magnet is a marketing term for a free item or service that is given away for the purpose of gathering contact details.


Lead magnet ideas for law firms

Need lead magnet ideas for your law firm email marketing?

Start here:

  • Checklist
  • Webinar
  • Case Study
  • Guide
  • Cheatsheet
  • Mini Ebook
  • Resource guide

2. Add a ‘call to action’ on popular pages and posts

Check Google Analytics to find out which pages and posts get the most website traffic.

Then add an ‘opt-in’ to gather email addresses.

3. Redirect new signups to a custom ‘thank you page’

There are a few reasons for this. Some of these include:

You can tell them when and where the lead magnet is being sent. Ensure you ask them to check their spam and promotions folder.

You can add this page to your Google Analytics goals. Why? Conversion tracking.

You can encourage them to take further action. Maybe they can signup for a consultation? Follow your law firm on Facebook? Subscribe to your podcast?

Plus…it’s polite to say thanks! haha.

4. Create a killer first email

Your prospect should receive an automated email immediately after signing up.

This should include the lead magnet and a call to action.

What would you like them to do?

Make it clear.


Your prospect is ‘warm’ and interested in your law firm.

Grab their attention while you have it.

5. Encourage replies

Always end your emails with a call to action that encourages a reply.

It’s a great way to engage with your audience and nurture them into becoming a client.

6. Add your law firm’s physical address at the bottom of each email.

This is a legal requirement in many jurisdictions.


It reduces spam.

Most email marketing tools will make it mandatory.

For example, MailChimp.

7. Include an unsubscribe option.

It’s important that people can opt-out easily.

Otherwise, your emails will seem forceful and spammy.

And it’s a legal requirement in Australia, according to the Anti Spam Act 2003

The unsubscribe option is also the best way to filter out troublemakers.

If they don’t like your content, they can leave without a fuss!

8. Create eye-grabbing subject lines

Most law firm email marketing tools will guide you through this process.

Ask yourself, ‘What would make me click on this email?’

Your title should be irresistible. 

Make sure your titles reflect the content of your email.

And keep it short.

One more thing…

Don’t become a serial click-baiter.

You’re better than the Daily Telegraph.

9. Record the recipients first name during the opt-in phase

This will let you automatically address each person by their name when sending out a mass email.

Plus, it’s nice to know who’s interested in your law firm.

10. Avoid phrases/words that trigger spam filters

These include:

Free, affordable, discount, why pay more, cards accepted, avoid bankruptcy, eliminate debt, and eliminate bad credit.

Otherwise, your hard-work might be thrown into the spam folder.

And we all know how slimy that place is.

11. Timing matters

Your law firm email marketing platform should suggest the best time of day to send emails. This is based on user-engagement from previous emails.

Want more info?

Refer to these studies to find out the best days and times to email your list. .

12. Provide valuable content

Otherwise, your audience can easily unsubscribe or flag your emails as ‘spam’.

Try to write amazing emails that they look forward to.

They should await your regular emails like Apple enthusiasts await the latest iPhone.

If you’re doing this right, your audience is primed to set up a consultation or refer a friend.

13. Encourage your list to forward the email to their friends

This is an easy and organic way to grow.

14. Subscribe to popular lists in a similar niche

What are your competitors doing?

Probably nothing!

But what are the industry-leaders doing?

Subscribe to their list.

You’ll get ideas and maybe learn a thing or two?

Just don’t copy them.

Always be unique.

15. Check your emails on mobile, tablet and computer

Ensure your emails look great on all devices.

This includes mobile phone.

16. Use clear language and short sentence structure

I like to use the Hemingway App.

This helps me write content that’s easy to read.

Grammarly is also great.

17. Be consistent.

Create a schedule and stick to it.

Your prospects will begin to expect your emails.

Plus, it’s the best way to improve your email marketing skills.


You’ll be getting plenty of practice.

Frequently asked questions about law firm email marketing

What is Law Firm Email Marketing?

Law firm email marketing uses email to promote a law firm’s services. It builds trust, demonstrates expertise and keeps your law firm ‘top of mind’. Helping your law firm get new clients and engaging with existing clients. Law firm email marketing is a crucial law firm marketing strategy for most law firms.

According to MailChimp:

Email marketing is a form of direct marketing that uses email to promote your business’s products or services. It can help make your customers aware of your latest items or offers. It can also play a pivotal role in teaching folks about your brand or keeping them engaged between purchases.


Does email marketing work for law firms?

Email marketing works great for law firms. It builds trust, demonstrates expertise and keeps your law firm ‘top of mind’ with prospects. Email marketing is also very cost-effective compares to other law firm marketing tools.

What are some law firm email marketing ideas?

Examples include:

  • Weekly email newsletter
  • A ‘drip campaign’ that educates your audience on a specific topic
  • News and updates

Can lawyers send marketing emails in Australia?

The Spam Act 2003 (Cth) (‘the Spam Act’) governs email marketing in Australia. The Australian Communications and Media Authority (ACMA) enforces law firm email marketing laws in Australia.

Your law firm needs to comply with 3 main rules.

These include:

  • consent;
  • identification; and
  • unsubscribe options.

Check out this article by Legalvision for more information.

Learn More About Law Firm Email Marketing

These resources can help you implement your law firm newsletter ideas.

Email marketing campaign management by Legalsites

The best email marketing platforms for law firms

Law firm email newsletter ideas

Need help with law firm email marketing?

Please get in touch.

Legalsites is a law firm marketing agency.

Serving law firms throughout Australia and New Zealand.

We can help with your email marketing, SEO, Google Ads, copywriting, web design and more.

Bonus: Want a free law firm marketing plan?

Learn the secrets to getting new clients with law firm marketing.

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