Email Marketing for Law Firms: Tips & Strategies (+Templates)

Consider your email sequence a meticulously orchestrated trial, each email a carefully delivered argument building towards a decisive verdict. 

And just as a skilled lawyer guides the jury towards a favorable outcome, so too can a well-crafted email campaign lead your audience to the desired action.

And the potential payoff is substantial, I mean – just look at this statistic: 

Email marketing boasts an average ROI of 3,600% to 4,200%. This means that for every dollar invested, companies can expect a return of between $36 and $42. (And – as we’ll see soon – the legal industry is on the higher side of those figures). 

Frankly, we think those are some pretty compelling numbers.

At LaGrande Marketing, we’ve partnered with over 150 law firms nationwide, helping them use this powerful tool for growth.

In this guide, you’ll discover:

• How to create an email campaign that complements your practice area.
• Ways to develop content that forges connections with your audience.
• Simple methods for automating your email communications.
• How to track your email performance and make data-driven decisions.
• Key legal and ethical points for email marketing.

We’re going to show you how your email marketing is the key piece of evidence in your client acquisition strategy.

Why Email Marketing Matters for Law Firms 

Most law firms don’t have clients who need them every day – but when they do, you want to be the first name that comes to mind. 

Email marketing revenue is on track to hit $17.9 billion by 2027:

 And for good reason – it keeps conversations going without being pushy. 

Let’s look at how staying in a client’s inbox the right way can mean stronger relationships, steady leads, and a reputation that puts your firm ahead of the competition.

Client Retention & Relationship Building 

Have you ever noticed how client relationships can cool off after case completion? The good news is we’ve seen first hand how regular emails offer a simple bridge to keep your connections warm.

Here are some stats that caught our eye: 

A study from Campaign Monitor found that automated emails can bring 320% more revenue than non-automated ones. The numbers tell the story here – when your firm stays present in clients’ minds through occasional updates, they naturally call you first for new matters.

And only 41% of law firms use email newsletters to stay connected with clients. We believe this adoption rate is still on the low side and it creates a genuine opportunity for firms willing to maintain communication beyond billing periods.

In essence, email communication – when it’s done right – turns one-time clients into people who naturally mention your name at dinner parties when someone says, “I need a lawyer.”

Cost-Effective Lead Generation 

Remember that impressive ROI we discussed just now in the intro? About email marketing yielding an average ROI of 3,600% to 4,200%? 

Well, in the legal field, we often see it hitting the higher end of that range, with an average ROI of $42 for every $1 spent. 

That’s a serious return on your investment. 

In addition (and in general across all industries) segmented email campaigns can bring in a substantial 760% more revenue than non-segmented ones. 

So, taking the time to adjust your messages for specific groups can make a real difference in your financial outcomes. 

Our Insights: 

Here are three key things we’ve learned from our own data:

1. Email segmentation can be incredibly impactful. For estate planning attorneys specifically, we’ve seen clients achieve an average ROI of $54 for every $1 spent.
   
2. However, segmentation doesn’t have the same impact across all practice areas. For example, we’ve seen that practice areas like personal injury, criminal defense, and immigration law don’t see the same level of return from segmentation.
   
3. That said, by implementing segmentation strategies, we’ve achieved a 29% average increase in open rates compared to generic email campaigns.
   

The key takeaway here is that while email marketing can be a powerful tool for law firms, it’s important to understand the nuances of your specific practice area and adjust your strategies accordingly.

Authority Building 

Sharing valuable legal insights through newsletters positions your firm as a trusted expert in your practice areas.

Standout Stat 1: 

According to OptinMonster, 59% of consumers say marketing emails influence their purchase decisions, with over 50% purchasing from an email at least once a month.

Standout Stat 2: 

And – according to email marketing giant Mailchimp – legal emails have an impressive average open rate of almost a third:

This means that your newsletters, packed with valuable insights and sent to a targeted audience, have a high chance of being read and establishing your firm as a trusted expert.

Examples: 

• For example, a First Amendment law firm could share a newsletter analyzing recent court decisions regarding freedom of speech on social media platforms.
• An elder law firm could provide a comprehensive guide to understanding Medicaid eligibility requirements for long-term care.

Is Email Marketing Right for My Practice Area? 

We’ve seen that legal industry emails are knocking it out of the park with their open rates – but their click-through rates are just as impressive. 

In fact, a study from email platform Cyber Impact found that – although the average across all industries is 3% CTR – the Legal industry is leading the way at over 6%:

But how does email actually work for different types of law practices? 

Let’s look at this for you in detail: 

Estate Planning Emails

Since estate planning decisions rarely happen overnight – and people might spend months researching before choosing an attorney – your emails can plant seeds that bloom into client relationships over time. 

Example: 

Send newsletters with titles like “Asset Protection Strategies for Business Owners” to give readers valuable information while they’re weighing options.

Corporate Law Emails

For corporate attorneys, email can be your best friend when keeping clients informed about changes that affect their business. 

Example:

Draft updates with subjects like “What the new SEC rule means for your business” to help clients avoid unwelcome compliance surprises.

Intellectual Property Emails

Most people find IP concepts as clear as mud, so your emails can turn on the light bulb and make it easier for them. Here are email ideas to consider.

Example: 

Share story-based emails like “How Lisa’s trademark registration saved her startup” to link abstract IP concepts to real-world consequences.

Immigration Law Emails

With immigration policies shifting like quicksand, your emails can become solid ground amidst the uncertainty. 

Example: 

Create “Green card application timeline: what to expect month by month” emails to give structure during uncertain waiting periods.

Email Strategies for Other Practice Areas

For some practice areas, email plays a supporting rather than primary role in getting new clients – but it’s still a valuable tool in your overall strategy:

Personal Injury

When someone gets hurt, they typically need help immediately and find you through Google searches or asking friends – not through email. 

However, email still plays an important, supporting role to PI lawyers. 

Example: 

Create deadline reminder emails titled “Only 14 months left to file your claim, here’s why waiting increases your risks” to create appropriate urgency 

Criminal Defense

Criminal defense is also a whole different ballgame. While most people find you through urgent searches, email keeps you on the radar with past clients and referral sources.

Example: 

Create legal education emails titled “Three critical changes to DUI laws this year” for previous clients 

Family Law

Family law situations involve deeply personal matters where people usually rely on trusted recommendations.

Example: 

Create educational emails titled “What to expect in a  divorce: timeline and key decision points” to answer questions people have before picking up the phone.

In a nutshell: 

The beauty of email marketing lies in its flexibility. Across nearly every corner of the legal profession, email can be adapted to match how your specific clients make decisions about hiring an attorney. 

We believe the question isn’t whether email works for lawyers – because clearly it does – it’s how to customize it to your specific practice area and client needs.

Setting Up an Email Campaign (Step-by-Step)

From setting targets to tracking performance, and from growing your list to staying compliant, creating an email strategy for your firm follows a clear path. 

We’ve helped over 150 law firms implement these steps – here’s what consistently works in practice.

1. Define Goals

The foundation of any successful email campaign starts with well-defined objectives. After all, you can’t hit a target you can’t see – right? 

Data backs up the importance of strong goal-setting. Here are three key statistics that highlight why this first step matters.

Research from Ruler Analytics found that email tops all other channels when it comes to conversions. 

Setting clear goals lets you measure opens, clicks, and replies, so you can see if your emails are leading to real results.

In addition, over 1,000 studies have consistently shown that specific, challenging goals lead to better performance than vague targets, so you’ll want to get this step right.

And given that over 80% of small businesses (including law firms) rely on email as their primary client acquisition channel, your goal-setting process becomes even more important to your success.

We set SMART goals with all of our legal clients nationwide. George T. Doran introduced this method in his 1981 paper, “There’s a S.M.A.R.T. Way to Write Management’s Goals and Objectives”, and we’ve seen it deliver results repeatedly.

Here’s how we’d apply it to your email campaign:

Specific

Your email campaign for your law firm deserves more direction than vague intentions.

Example: 

Instead of “send out a newsletter,” aim for “send a newsletter promoting our upcoming webinar on data privacy to our list of tech company contacts.”

Measurable

Numbers and concrete data make progress clear. 

Example:

Instead of “improve engagement,” try “track email open rates and aim for a 20% increase in opens for the next campaign.”

Achievable

Goals should stretch your firm, but remain within reach. 

Example:

Rather than “Make a 500 % ROI on our investment in email”, try “increase referrals from current clients by 5% through an email referral program.”

Relevant

Your email goals should connect directly to what matters for your practice right now.

Example: 

If you’re a real estate attorney during a slow market, your email goal might be “generate 8 new refinance consultations” rather than focusing on transactions.

Time-bound

Set deadlines to keep the campaign on track.

Example:

Instead of “eventually get more webinar attendees,” try “get 50 webinar sign-ups within two weeks of sending the promotional email.”

At LaGrande Marketing, we have worked with law firms long enough to see how goal-setting shapes email success. Without a clear focus, campaigns feel like throwing darts in the dark – but a structured approach sheds light on what drives engagement and what needs adjusting.

2 . Select Tools  

Many lawyers we work with struggle to find email software that fits a legal practice. After setting up systems for numerous firms, we’ve noticed what matters most to attorneys.

You might consider these platforms for your firm:

Mailchimp

If you’re just starting out or looking for something user-friendly, Mailchimp is a solid choice. It has all the basics covered – creating emails, managing your list, and tracking how your campaigns are performing.

If Mailchimp were a legal concept:

It would be like a solid opening statement, laying the foundation for your case and getting your audience’s attention.

HubSpot

This one’s a bit more of an all-in-one platform. It handles email marketing, but it also has tools for sales, customer service, and even content management. 

In addition, it has a built-in CRM, so you can keep all your client info in one place. If you’re looking for a comprehensive solution, HubSpot is worth considering.

If HubSpot were a legal concept: 

It would be like a powerful legal team, with experts in every area working together to achieve the best possible outcome for your clients.

Brevo

This platform focuses on keeping things simple for your email marketing. If you’re not looking for a ton of bells and whistles, Brevo might be a good fit.

If Brevo were a legal concept: 

It would be like a concise and well-crafted legal brief, getting straight to the point and presenting your arguments with clarity.

GetResponse

This platform has a wider range of email marketing tools, including automation, templates, and analytics. If you’re looking to get more sophisticated with your email strategy, GetResponse could be worth exploring.

If GetResponse were a legal concept: 

It would be like a skilled legal researcher, diligently gathering evidence and crafting compelling arguments to support your case.

Moosend

If budget is a major concern, Moosend is worth checking out. It has some powerful features, like advanced automation and high deliverability rates, at a competitive price point.

If Moosend were a legal concept: 

It would be like a successful settlement negotiation, achieving your goals without the cost and stress of a lengthy trial.

Law-Specific CRMs

Finally, there are also platforms designed specifically for law firms, like Clio Manage, Lawmatics, and MyCase. These often include features like client intake management, case tracking, and integration with email marketing tools. 

They might be a bit pricier, but they offer features that are particularly helpful for legal work.

If Law-Specific CRMs were a legal concept: 

They would be like having a top-tier legal library at your fingertips, providing access to a wealth of knowledge and resources to support your case.

Pro Tip: Start with a tool that fits your firm’s size and needs – it’s common to begin with a platform like Mailchimp, and later integrate with a law-specific system as your email strategy matures

3. Build Your Email List

After choosing your goals and platform, you now face the real challenge many attorneys struggle with: 

Find people who actually want to read what your firm sends rather than hit delete.

Growing your list works similarly to how you build a strong case: 

First, you gather quality contacts, then you present compelling evidence of your value, and finally, you maintain their interest through thoughtful follow-up.

Understanding List Growth

Building a solid audience happens gradually, not overnight. Email lists typically grow by about 2.5% monthly, so this marathon requires the same patience you bring to complex litigation.

Your list naturally shrinks over time as well. People change jobs, addresses, or simply lose interest in the subject matter. Research shows lists decay by nearly 30% annually.

 Which means you constantly need fresh contacts to keep things moving. 

A few things that we’ve noticed with our clients and to keep in mind:

• Your subscriber numbers climb through steady, valuable communication – not one-off promotional blasts
• A smaller group of engaged readers brings far more benefit than a phone book of contacts who never open your messages
• The clients who eventually walk through your door typically come from authentic connections and helpful content

Website Sign-ups

Consider offering something immediately useful in exchange for your client’s email address.

For employment attorneys, this might include:

• A guide explaining which employee communications remain legally protected
• A comparison chart of at-will exceptions by state

Content Offers & Webinars

Hosting webinars or creating special content gives people compelling reasons to join your list. According to DemandSage, almost three quarters of B2B leaders find webinars a powerful tool for lead generation.

And our research also discovered that content marketing generates 300% as many leads as traditional outbound marketing while costing over 60% less. 

This makes downloadable guides, checklists, and industry reports just as valuable for B2C firms as webinars are for B2B.

If – for example – you practice family law, consider topics like:

• How courts view cryptocurrency and NFTs during divorce proceedings
• Social media agreements for co-parenting arrangements

Client Referrals & Networking

Your current relationships remain your bread and butter. But how can you encourage these valuable referrals?

For estate planning attorneys – for example –  practical approaches could include:

• Creating a family document locator guide clients can share with executors
• Offering multi-generational planning sessions for existing clients’ families

Exit Intent Popups

Consider adding popups that appear when visitors are about to leave your site – think of them as your closing argument before they walk out the door. 

For example – look at how this major New York firm reminds you of their decade of experience when you go to exit: 

Content Upgrades

And your blog posts also serve as perfect opportunities to grow your list. By including additional materials related to the topic, you create more value than your competitors.

For criminal defense attorneys, these upgrades might include:

• Quick-reference cards with police encounter rights by state
• License suspension consequences by offense type

4. Segment Your Email List

Nearly 60% of people check their email as the very first thing on their phones each day – before social, news sites, or search engines. 

In a world seemingly full of social media addicts – that’s quite a stat, isn’t it?

But morning attention only matters when your content connects with what readers actually care about. 

Splitting your subscribers into focused groups dramatically improves how they respond to your messages.

In fact, HubSpot research confirms segmentation works:

• Segmented emails receive 30% more opens and 50% more clicks than general broadcasts
• 78% of marketers rank segmentation as their most valuable email strategy

After working with 150+ law firms, we’ve identified three particularly useful ways to divide your list:

Practice Area Segmentation

When you group subscribers by legal interests, they pay more attention:

• Your music law subscribers want to read about performance royalty disputes and sampling clearance issues
• Your water rights contacts open emails about allocation changes and drought management rulings
• Your aviation law followers respond to content about airspace regulations and liability limitations

Client Type Segmentation

In addition, different clients within any practice area need different information:

• Your individual clients read straightforward explanations of how legal changes affect personal situations
• Your business clients open updates about risk management and compliance requirements
• Your institutional clients respond to policy analysis and regulatory forecasts

Engagement Level Segmentation

And someone who just joined your list has different needs than a longtime subscriber:

• Your new subscribers read introductory content about your firm’s approach to their legal concerns
• Your event attendees and resource downloaders open more detailed content on specific issues
• Your regular readers value updates on developments related to their interests

Our law firm clients using these approaches have seen their open rates soar – with an increase of approximately 29%. 

And Hubspot’s research supports this, with 64% of marketers now personalizing emails by segment.

This strategy also shapes how we develop newsletter content at LaGrande Marketing. Instead of broad subject lines like Legal News You Should Know, we see stronger engagement with targeted options such as:

• Practice Area Segmentation: What Every [Practice Area] Client Should Know in [Year]
• Case Type Segmentation: How We Helped a Client Win Their [Case Type] Case
• Past Interaction Segmentation: Following Up on Your [Previous Service] and Next Steps to Consider
• Location-Based Segmentation: Legal Updates That Matter to [City] Residents

5. Craft Compelling Email Content

You already know how to connect with judges and juries through carefully chosen language, and the same principles apply to your email content. 

Did you know – according to G2 – when you personalize your emails, open rates improve by 26%?

Try personalized approaches such as:

• Including the recipient’s name in both subject lines and greetings, just as you would address them as your client in court. 
• Referring to specific legal matters they’ve consulted you about previously
• Sharing resources and insights related to their particular legal concerns
• Acknowledging their history with your firm, whether they’re a longtime client or new contact

Your communication strategy should also include several distinct types of messages, each serving a different purpose:

• Newsletters should provide updates on changing laws, recent case decisions, and firm achievements on a regular monthly or quarterly schedule
• Transactional Emails should handle day-to-day communications like appointment confirmations, consultation summaries, and case status updates
• Promotional Emails should announce things like: new practice areas the firm has adde and additional services for existing clients (like annual legal checkups)
• Drip Campaigns should maintain relationships through carefully timed sequences for welcoming new subscribers, following up after consultations, or reconnecting with past contacts

The legal industry sees particularly strong email engagement, with a 25.6% click-to-open rate. 

This means when your emails get opened, over a quarter of readers take action on what they find inside – and we believe this is a compelling reason to craft your content with care.

6. Optimize Emails for Engagement

You’ve crafted compelling content, but don’t hit send just yet! Optimizing your emails is like fine-tuning a legal draft – you need to consider every detail to ensure your message hits the mark.

Write Captivating Subject Lines:

• Keep them concise (try not to go over 50 characters)
• Create a sense of urgency or highlight the value you offer
• Personalize with the recipient’s name when appropriate

For example:

1. “🚨 New Law Alert: Secure Your IP Rights” – This subject line uses an emoji to grab attention, creates a sense of urgency with “New Law Alert,” and clearly states the topic.

Even though you’re in a very serious industry, don’t discount the power of emojis in your subject lines. Research from Campaign Monitor discovered they can increase your open rate by 56%. 

2. “[Name], Don’t Get Sued: IP Protection Guide” – This subject line is personalized, creates urgency and clearly states the value proposition.

Our research also found that 50% of people delete emails that aren’t optimized for mobile. To avoid this, ensure your emails are mobile-responsive:

• Use responsive templates
• Write short paragraphs and sentences
• Use clear calls to action with buttons – for example, “Schedule a Consultation Now” or “Download Your Free Guide”

Improve with Visuals and Interactive Elements:

• Include videos to introduce your team or explain legal concepts
• Offer exclusive content or free consultations

A study by Get Response found that emails that include video increase engagement, seeing a 51.63% open rate vs. 40.17% for emails without video. 

And – interestingly –  emails using Vimeo links had nearly double the click-through rate of those without video and outpaced YouTube links as well:

Perhaps Vimeo is perceived as more professional than YouTube when it comes to those receiving email marketing?

Pro Tip – Branding is Important:

Your email is an extension of your firm’s image. Just like you wouldn’t show up to court in a wrinkled suit, you want your emails to reflect your professionalism. 

So make sure your visuals and templates reflect your firm’s brand identity, using consistent color schemes, logo placement, and typography.

7. Automate Email Workflows

Setting up automated email sequences saves you time the same way delegation saves senior partners from routine tasks. Your email system handles repetitive communications while you concentrate on substantive legal work.

“What software should I use for this?” 

We use and recommend the aforementioned Law Matics – but you should try a few of the platforms we mentioned earlier in the “Select Tools” section to see which one works best for you. 

Most attorneys set up these three basic sequences first:

• A welcome series that walks new contacts through what makes your firm different
• Follow-up messages for people who’ve contacted you but haven’t scheduled yet
• Reminders that ensure clients actually show up for their appointments

The results speak for themselves: Here’s 3 stats that caught our eye: 

1. According to HubSpot, 63% of marketing leaders use email automation because it works. 
2. OptinMonster found automated emails bring in 320% more revenue than manual sends
3. Similarly, Sales Force reports that automated lead nurturing increases qualified contacts by 451%

Pro Tip: Just remember to check your sequences quarterly – like you would review your case files. Laws change, messaging needs refreshing, and what worked last year might need adjustment now.

8. Analyze Email Performance

Much like studying opposing counsel’s patterns before a cross-examination, your email metrics reveal valuable insights about how to improve your communication strategy.

When Hubspot asked over 150 leading marketeers what metrics they tracked the most, click-through rate was the clear winner: 

Throughout your email campaigns, you too need to pay attention to these telling numbers:

• Open rates tell you if your subject lines convince recipients to read your messages
• Click-through rates show which content topics and resource offers generate interest
• Bounce rates should stay under 2% – higher numbers signal your list needs cleaning
• Unsubscribe rates typically hover around 0.17% per send – sudden increases often indicate content missteps

A/B testing puts you ahead of the curve, as only 61% of marketers routinely test their emails. To get started, try comparing:

• Question-based subject lines – “How Will the New Tax Law Affect Your Estate?” versus “New Tax Law Updates for Estate Planning”
• Test sending newsletters at different times to determine when your audience is most responsive (we’ll share our own time/day testing results with you soon) 
• Evaluate whether shorter content performs better than longer, more detailed messages
• Try different phrasings for your consultation offers – “Schedule Your Case Review” versus “Discuss Your Situation With Our Team”

9. Ensure Legal Compliance and Professionalism

As an attorney, you already walk a fine line with professional regulations. And email marketing adds another layer of rules you’ll need to follow to keep your practice above board.

CAN-SPAM Compliance

Let’s start with some good news: U.S. law doesn’t require permission before sending marketing emails. 

However, you still need to play by these rules:

• Include a working unsubscribe link in every email you send
• Honor those opt-out requests within 10 business days
• Clearly display your firm name and physical address
• Keep subject lines honest (no “Re: Your Case” tricks for non-clients)
• Maintain accurate sender information

The stakes aren’t small here – violations could cost you up to $53,088 per email. Fortunately, most email platforms build in unsubscribe features to help keep you on the right side of the law.

GDPR Considerations

If you work with European clients, GDPR plays by different rules, requiring explicit consent before you send marketing emails. Those fines pack an even bigger punch: up to 4% of your global revenue if you step out of line.

Attorney Advertising & Ethics Rules

Do certain legal jurisdictions have more specific laws? Absolutely. Your state bar might throw curveballs beyond federal requirements:

• In New York, you must include “ATTORNEY ADVERTISING” in your subject lines
• Florida requires clear advertisement labeling for unsolicited emails

Remember to also  include those standard disclaimers about your content being informational only and past results not guaranteeing future outcomes.

Client Confidentiality Risks

According to the ABA Tech Report, 35% of law firms send personalized emails, a practice that comes with confidentiality risks. 

A misaddressed email or incorrect merge tag could expose sensitive details, potentially leading to client complaints or ethical scrutiny – especially if privileged information is involved.

Make sure to: 

• Proofread emails carefully – just like three people read these guides several times before we hit publish, you need to be as vigilant with your emails before hitting send
• Test dynamic tags to ensure personalization is working correctly
• Verify all links

Real-World Example

While examples of big law firm CAN-SPAM fines are scarce, we still advise to strictly follow the above rules. 

In 2023, Experian Consumer Services got a $650,000 fine from the FTC for sending marketing emails without proper opt-out options. Now imagine a major law firm like Morgan & Morgan doing the same and the possible fallout: 

Email Marketing Best Practices

Your email marketing success depends on both technical execution and thoughtful content strategies. 

Through our work with over 150 of law firms, we’ve identified these eight key practices that consistently turn ignored messages into emails clients actually read and respond to.

Technical Optimization 

Formatting issues, broken links, and slow loading times can cause recipients to delete your message before reading a single word.

In our experience, there’s three technical factors that can make or break your email performance:

Mobile Compatibility: 

Did you know, almost 62% of the world’s web traffic now happens on mobile devices?

So keep in mind that an email that looks perfect on a desktop can turn into a formatting disaster on a smartphone. Using responsive email design ensures your message is clear and accessible across all devices.

Link and CTA Testing 

A possible consultation goes down the drain when a link leads nowhere. Verifying all links – especially those directing to your scheduling page – prevents lost opportunities.

Email Load Time 

Even when emails display correctly, readers spend only 10 seconds on average scanning brand emails.

And that study was done in 2021, so we believe that average could now be even less.

• If your content doesn’t grab attention within that window, it’s likely to be ignored
• Large images and cluttered layouts slow load times and waste those important seconds
• A clean, simple design delivers your message before your reader moves on

Technical optimization deserves as much attention as the legal expertise within your emails. After all, even the most compelling argument falls flat when the judge can’t understand it.

Give Valuable Content 

Your inbox probably fills up with dozens of marketing emails every day, yet you only open a handful. As an attorney, you can use this same insight to make your firm’s emails stand out.

Here’s three types of content we’ve battle tested at LaGrande Marketing to keep your subscribers engaged:

1. Provide updates with practical impact by translating legal developments into what they actually mean for your clients.
2. Share actionable guidance that addresses common questions in your practice area. For example, a real estate lawyer could provide “Five contract clauses that protect buyers in a seller’s market.”
3. Offer educational insights that clear up misconceptions before they lead to problems. An employment attorney might explain “Why verbal agreements with employees can lead to lawsuits” .

Why this matters: 

A third of all branded emails often get deleted without being read – which explains why your generic “firm updates” often fail to generate responses: 

However, when people find genuine value in emails, they respond – with 52% of consumers making purchases directly from emails they’ve read.

And – in your world – this translates to consultation requests and signed engagement letters.

Pro Tip:

At LaGrande Marketing, we mix educational content with occasional promotional messages at a ratio of about 4:1 for our law firm clients. 

When clients see your emails primarily as a source of valuable insights rather than constant sales pitches, they’ll open even the occasional promotional message.

Clean Your List Quarterly to Remove Inactive Subscribers 

A fresh look at your email list every few months works wonders for your firm’s communication. 

A study by Campaign Monitor found that over 20% of subscribers become inactive over time – these are your legal clients who might have changed jobs or email addresses.

Here’s 3 key reasons to spring clean your email list:

1. Gmail and Outlook notice when people regularly open your messages, and they’re more likely to deliver future emails to the inbox
2. Your reporting shows you what’s truly working when it’s based on people who actually see your content
3. Case updates and time-sensitive information have a better chance of reaching clients

Pro Tip: For law firms, reviewing your list every 6-12 months usually fits well with legal timelines. And we recommend sending a friendly “Still interested in our legal updates?” note before removing anyone – you’d be surprised how many busy clients appreciate the check-in.

Don’t Overwhelm with Frequent Email

With Statista projecting over 392 billion emails circulating daily by 2026, timing and frequency matter more than ever for your law firm’s communications.

The inbox reality your clients face is eye-opening:

• The average office worker receives 121 emails per day 
• This means your legal updates compete with an enormous amount of other messages for attention
• Furthermore, one in five subscribers report unsubscribing specifically because they receive too many messages

Your law firm can maintain stronger engagement through these practices:

1. Test different schedules to find what works for your specific practice
2. Segment your list so clients only receive updates relevant to their needs
3. Watch your metrics closely and adjust your approach when engagement changes

Pro Tip:

What works for most law firms? 

After working with hundreds of attorneys, we’ve found monthly newsletters plus occasional important updates hit the sweet spot. 

This approach keeps clients informed without making them feel bombarded, and your messages remain welcome arrivals rather than inbox clutter.

Send Crisp Content 

Ever find yourself skimming long emails but reading short ones completely? 

Aweber found marketing emails average 434 words – which we think is too long for busy attorneys. 

Campaign Monitor’s research suggests a more digestible 50-125 words, while our work with 150+ law firms found that 300 words is the best middle ground for marketing emails to your legal clients.

Why do shorter emails work better for your practice? 

Just as a well-crafted motion avoids unnecessary language, concise emails respect your readers’ packed schedules.

These formatting approaches help your message stand out:

• Keep paragraphs to two sentences maximum
• Break up content with bullet points for easy skimming (as you can see, this is something we put into practise a lot ourselves)
• Use bold text occasionally for essential information

Pro Tip:

Test and segment different email lengths with A/B campaigns. 

Some legal clients engage more with slightly longer (250-300 word) emails, while others respond better to ultra-short (100-word) messages. This testing reveals what works best for your specific practice area.

Don’t Use Legal Jargon 

You might speak legalese all day with colleagues, but your email subscribers typically lack your specialized knowledge. 

When clients see terms like “res judicata,” their eyes glaze over faster than a jury during complex testimony.

Plain language builds two important bridges with your readers:

• It ensures they actually understand your message and advice
• It creates trust by showing respect for their time and intelligence

Legal phrases to translate in your emails include:

• Latin terms that rarely appear outside legal circles –  like “quid pro quo,” “force majeure”
• Complex procedural language that confuses non-lawyers – like “interlocutory appeal,” “writ of certiorari”
• Archaic phrasing that sounds stiff and intimidating – like “heretofore,” “notwithstanding”

Pro Tip:

At LaGrande Marketing, we recommend pasting your marketing emails into the Hemingway App before hitting send:

Our experience finds that making your content readable to a school grade 9 or 10 level is perfect for the legal industry. This ensures clarity and conciseness while still conveying the necessary information.

Make Sure to AB Test Sending Times

At LaGrande Marketing, we’ve discovered that when you send emails matters almost as much as what you say in them. 

Through testing with numerous law firms, we’ve identified patterns that can help your messages reach more readers.

Our testing has revealed these valuable insights:

• Tuesday mornings between 9-11 AM typically show strong engagement for legal newsletters, landing before inboxes become cluttered later in the day
• Thursday mornings between 8-9 AM often yield higher open rates when many professionals are planning their end-of-week priorities

We’ve also used Mailchimp’s Send Time Optimization to fine-tune our approach for legal clients. This tool has helped us in several ways:

• It analyzes when your specific audience historically engages with emails
• It selects optimal sending times based on your subscribers’ actual behavior
• It saves your team from manually testing multiple time slots

Pro Tip:

Tracking reply rates and click-through rates sometimes provides better insights than relying only on open rates. 

A send time with slightly fewer opens has sometimes generated more responses, making it the better option.

Email Marketing Template for Law Firms

Let’s wrap up this guide with four essential email templates designed for law firms. 

These examples help you introduce your firm, update clients on cases, promote services, and share legal insights.

1. Welcome Email

Key Elements:

• Subject Line: Friendly and professional introduction.
• Body: Set expectations, provide useful resources, and encourage next steps.
• Call to Action: Invite the recipient to book a consultation.

Example Use Cases:

• New client inquiries
• Newsletter sign-ups
• Event registrations

Template:

Subject: Welcome to [Law Firm Name] – Here’s What Comes Next

Dear [First Name],

We’re glad you connected with us at [Law Firm Name]. Whether you’re just exploring options or ready to take action, we’re here to help.

To get started, here are a few resources you might find useful:

[FAQs]
[Recent Case Studies]
[Schedule a Consultation]

If you have any questions, just reply to this email or book a time to speak with us.

[Schedule a Consultation]

Looking forward to assisting you.

[Attorney Name]
[Law Firm Name]

2. Case Update Email

Key Elements:

• Subject Line: Clear and professional case status update
• Body: Briefly explain the latest progress and outline next steps
• Call to Action: Provide a way to ask questions or follow up

Example Use Cases:

• Court date updates
• Document requests
• Milestone case developments

Template:

Subject: Case Update – [Case Name or Number]

Dear [Client’s Name],

We wanted to keep you informed about the latest developments in your case. As of today, [brief update, e.g., “your motion has been filed,” “the court has set a hearing date for [date]”].

What Happens Next:

[What’s coming up in the case]
[Any actions required from you]

If you have any questions, don’t hesitate to reach out. You can reply to this email or call us at [Phone Number].

Best,
[Attorney Name]
[Law Firm Name]

3. Promotional Campaign Email

Key Elements:

• Subject Line: Highlights an offer or key service
• Body: Makes the offer clear and relevant to the recipient
• Call to Action: Encourages action before a deadline

Example Use Cases:

• Discounted consultation fees
• New service offerings
• Webinar/event invitations

Template:

Subject: Limited-Time Consultation Offer – Book Now

Dear [First Name],

We know legal questions don’t wait, so we’re offering [special offer, e.g., “a complimentary 15-minute consultation this month”] to give you clear answers and next steps.

[What the consultation covers]
[How it can benefit the recipient]

This offer is available until [expiration date], and spots are filling up.

[Claim Your Consultation]

If you need more details, feel free to reply – we’re happy to help.

Best,
[Attorney Name]
[Law Firm Name]

4. Educational Newsletter Email

Key Elements:

• Subject Line: Engaging, informative topic.
• Body: Summarizes a legal update or key issue in an engaging way.
• Call to Action: Links to a full article or encourages replies.

Example Use Cases:

• Changes in laws or regulations
• Legal tips and best practices
• Firm updates and thought leadership

Template:

Subject: How [Legal Topic] Could Change What You Need to Know

Dear [First Name],

A recent change in [law or regulation] may affect your rights or responsibilities. Here’s a quick breakdown:

[Key takeaway 1]
[Key takeaway 2]
[Key takeaway 3]

We’ve put together a full article with practical insights – read it here: [Link]

Have questions? Reply to this email or book a time to talk.

[Schedule a Consultation]

Best,
[Attorney Name]
[Law Firm Name]

Words from LaGrande Marketing

At LaGrande Marketing we handle everything for your law firm’s newsletter. We create content that gets opened, design layouts that grab attention, and build campaigns that convert. 

From working with 150+ law firms nationwide, our team has seen every newsletter mistake in the book – and knows exactly how to avoid them.

Contact us for a free consultation and – together – let’s hit send on a newsletter strategy that delivers.