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Easy Ways You Can Turn Law Firm Email Marketing into Success

Email marketing is among the most reliable digital marketing strategies that any business of any size can implement in any industry. According to Constant Contact, every $1 spent on email marketing generates up to $36. This is a 36x return on investment! Law firms can also leverage the power of email marketing to get new customers and maintain existing clients.

Unlike what most people assume, you don’t need to be a marketing guru or tech-savvy to use email marketing. Modern email marketing software has made it easy for anyone to use email as one of their primary marketing channels. This article discusses the ways to improve law firm email marketing campaigns.

By the end of this article, you will have all the information you need to ensure every dollar you spend on email marketing yields desirable results. Let's get started.

Why Email Marketing? (the benefits for law firms)

Law Firm Email Marketing - Newsletter keyboard button

Before we share the strategies you can use to improve email marketing campaigns for your law firm, let’s review the benefits of using email marketing in the first place.

You can personalize your message

What makes email marketing different from other digital marketing strategies is its ability to send personalized messages to each one of your target audiences. Almost every modern email marketing software supports the personalization of emails.

Every email you send can include the person’s name, and the message can also be tweaked to ensure it speaks to the person receiving the email.

It demonstrates deep knowledge of your services

You can use your email newsletter to explain technical jargon and concepts that the everyday person may not easily understand. Don’t solely use email marketing for administrative tasks like appointment scheduling and invoicing. Use it as a medium to educate your prospective clients and prospects about practical aspects of the law that can empower them and keep your brand top of mind.

It is a cost-effective strategy

Email marketing is still one of the most reliable and cheapest digital marketing strategies that you can use to get more clients for your law firm. It has one of the highest returns on investment if you can utilize it well. Even if you are running a small law firm that has just gotten into the business, using email to communicate with your target customers is highly recommended.

To get feedback from your customers

You can also use an email marketing campaign to survey certain aspects of your business. Many people will share their perspectives with you if you reach out to them correctly. Email is one of those communication channels that you can use to get feedback from your law firm’s clients, current and past.

Reach the right people at the right time

Most modern email marketing tools have a feature that enables your emails to be delivered to users when they are most likely to open them. These tools have vast amounts of data regarding when most people open emails across different regions.

10 Ways to Power an Email Marketing Strategy

Law Firm Email Marketing - Strategy buzzwords

Now that you know the benefits of using targeted email campaigns as one of your marketing tactics, let’s review the ways to increase the chances of success for your email marketing strategy.

#1 Find the proper target audience

The first thing you must ensure when implementing any email marketing strategy is to target people interested in your message. No matter how well-designed your emails are, no one will open them or take further action if they don’t care about the services your law firm offers.

You must curate email recipients most likely interested in your legal services. How do you build an effective email marketing list for your law firm? Here are some of the best ways to collect email addresses.

#2 Create blog posts with signup forms

First, you need to have a blog where you regularly post relevant content related to the law. Ask your website developer to add a signup form at the end or in the sidebar menu of every blog post.

You could also create a signup form on your law firm's website that pops up after someone opens an article. People who read your blog post are likelier to need access to your law firm’s services than a random stranger who has never heard about your business.

#3 Share sign-up forms on social media channels

You can request your followers sign up for weekly marketing emails if you have a social media presence. People who follow you on social media networks already know something about your business, so turning them into future clients will be easier than approaching a total stranger.

#4 Offer users something free in exchange for emails

You can give everyone who shares their contact details in the signup form on your site a free eBook or a recently published whitepaper. Make sure the gift you are giving them is related to your area of legal expertise. These people will become loyal to your business, and turning them into prospective clients will be easier.

The number one giveaway will be a free consultation. Some law firms, especially small law firms that are bootstrapped, might not be able to offer this. In that case, here are some eBook ideas that might work.

  1. The 50 Most Important Laws to Know Concerning Running a Service-based Business
  2. The 10 Most Important Questions to Ask Before Hiring Any Legal Counsel
  3. Must Know Facts to Protect Yourself During Divorce Remediation

#5 Send mobile-friendly emails

According to Email Monday, over 85% of people access email using a mobile device. This clearly shows that smartphones and tablets are the devices people rely on to view emails. That is why it is essential to send emails optimized for mobile phones.

Responsive emails are built by rearranging content to ensure it fits on small screens of smartphones and tablets. The good news is that a modern email marketing platform has responsive email templates that you can use to create well-optimized emails for mobile devices.

#6 Segment your subscribers

As a law firm, you need to know that some of your services may not be relevant to everyone. That’s why segmenting your services based on location, age, gender, profession, and other parameters is essential. Most modern email marketing software can help segment your email list into different groups.

Always ensure that every group receives an email tailored to their needs when creating emails. A Study by Alite International showed that email segmentation could increase your open rates by over 39%. This will eventually boost your conversions and return on investment.

#7 Use A/B testing

Sometimes it is difficult to determine the right audience or design to most benefit your email marketing efforts. That’s why A/B testing is essential. With A/B testing, you can create two emails or target two categories of people to determine which options bring the best results.  

If you are new in business, A/B testing will help you test any assumptions you have to determine what works and doesn’t. It will also save you money that you would have otherwise wasted using the wrong strategies to reach your target customers.

#8 Perfect your subject lines

Nothing is worse than seeing an email fail to get opened due to a poorly written subject line. When emailing a prospective client or sending emails to current clients, you need to ensure your subject line empowers your email campaign click-through rates.

#9 Use the right email service providers

After building your email list with subscribers' contact details, the next step is using an email marketing provider to utilize this data to help send valuable information to drive traffic to your website. With many popular email service providers available today, choosing the right one for your law firm could be challenging.

To make this choice more manageable, we have compiled a list of the best email marketing platforms that suit law firms. We will share the core features and pricing to help you better understand your needs.  

The 5 Best Email Marketing Solutions for Law Firms

Law Firm Email Marketing - Email marketing solutions

Finding the best email marketing software with essential features is paramount if you want a law firm email marketing campaign to succeed. The providers outlined below best suit your email needs in the following ways.

AWeber – AWeber provides tremendous value by having a platform built incredibly well to support small to mid-sized businesses.

Best AWeber AlternativeMailchimp

ActiveCampaign – A lower-cost solution with extensive email automation features that you don't get with many other providers.

Best ActiveCampaign AlternativeHubSpot

Sendinblue – Sendingblue is perfect for extensible email campaigns offering an SMS product, Facebook Ads support, sign-up form product, and a live chat tool.

Best Sendinblue Alternative – Mailerlite

Constant Contact – One of the original small business email service providers, still providing valuable services across multiple industries, including the legal field.

Best CC AlternativeMoosend

Omnisend – Omnisend offers some excellent features law firms can take advantage of, such as SMS, audience sync to ads, pop-up forms, and segmentation.

Best Omnisend Alternative Klaviyo


Law Firm Email Marketing - Aweber HomePage

Aweber is popular email marketing software with over 100,000 customers. It is one of those email marketing tools that was built with small businesses in mind. It has all the primary tools you need to promote your law firm business. Let’s check out its features, integrations, pricing, usability, and support.

Core features

Templates: It has over 200 professionally built and responsive email templates that you can use to create emails for your campaigns.

Built-in editor: AWeber has a built-in editor that integrates with Canva to help you create appealing email designs.

Reports and analytics: AWeber collects all the data you need to evaluate the performance of your campaigns.

Free stock images: Its Canva integration gives you access to free stock images that you can use in your emails.

Automation: AWeber has a couple of automation features. One of the most useful ones is email scheduling.

Segmentations: Automatically categorizes contact based on certain similarities.


AWeber integrates with hundreds of web applications to further enhance its functionality. Some of the useful ones include the following:

  • WordPress
  • Wix
  • PayPal
  • Elementor
  • Google Sheets, Forms, and Calendar
  • Excel

Ease of use

AWeber’s average usability score is usually above 8 on most platforms. This score means most users find it user-friendly.


AWeber has a free plan and one paid plan. Here is what you will get for each of these plans.

AWeber Free

  • Up to 500 email subscribers
  • One landing page
  • One email automation
  • Drag and drop builder
  • Email templates
  • Sign up forms

Aweber Pro: Starting at $16.15/month

  • Everything in Aweber Free plus
  • Unlimited email lists
  • Advanced email automation
  • Remove AWeber branding
  • Detailed insights and analytics
  • Webpage and sales tracking
  • Split testing


AWeber offers 24/7 customer support via email, live chat, and phone.


Law Firm Email Marketing - ActiveCampaign homepage

ActiveCampaign is another reliable email marketing service that you can use to establish credibility with your email program. It is also pretty popular, with over 145,000 clients in 170 countries. Learn more about its features, pricing, integrations, and support.

Core features

Templates: It comes with over 250 customizable and responsive well-design templates.  

Content editor: ActiveCampaign also has a built-in drag-and-drop editor that you can use to draft emails from scratch or edit templates.

Email personalization: It supports your capabilities to create tailored emails for each email recipient. 

Marketing automation: Its automation features include sending automated emails based on particular actions taken by specific customers or prospects.

Integrated forms: With this feature, you can create custom forms to collect emails, get more customers, and start your automation.

Site tracking: It will help you monitor your website visitors' behavior and use that info to turn them into prospective clients.

Email segmentation: You can use this to categorize your contacts using parameters such as location, age, gender, profession, etc.


It integrates with over 870 web applications, including:

  • Salesforce
  • Slack
  • WordPress
  • Google Analytics
  • Google Docs
  • Microsoft Office 365

Ease of use

ActiveCampaign’s usability score is usually above 8 on most review sites, which means most people find it easy to use.


Lite: at $29/month

  • Unlimited emails
  • Segmentation
  • Email marketing automation
  • Subscription forms
  • Site and event tracking
  • One user

Plus: at $49/month

  • All features in Lite plus
  • Landing pages
  • Contact scoring
  • SMS marketing
  • Conditional content
  • Custom branding
  • Mobile campaign reporting
  • Facebook lead ads
  • Three users

Professional: at $149/month

  • Everything in the Plus plan and
  • Predictive content
  • Predictive sending
  • Marketing attribution
  • Split automation
  • Site messages
  • Conversion reporting
  • Five users

Customer support

ActiveCampaign customer support is available 24/7 via email, live chat, and phone, depending on which plan you subscribe to.


Law Firm Email Marketing - Sendinblue HomePage

This is one of the most popular email marketing tools that you can use for your law firm. SendinBlue is used to send over 100 million emails and SMSs every day. It is also one of the few email marketing solutions that don’t base its pricing on the number of contacts you have on your email list, making it ideal for law firms with huge email lists.

Core features

Templates: It has over 40 professionally-designed email templates that you use to create your emails without having to start from scratch.

Content editor: You will use SendinBlue’s intuitive drag-and-drop email editor for customizing templates or creating emails from scratch.

Social media integrations: This feature allows you to extend your marketing across social platforms. You can also publish content to your social media right from SendinBlue’s dashboard. 

In-depth reports and analytics: These will give you details about the performance of your email campaigns.

Ease of use

SendinBlue has a simple UI that makes it easy to quickly find all the tools you need. It has average usability of over 8.5 on most review platforms.


This email marketing service integrates with over 100 web applications. Some of the most useful ones include the following;

  • WordPress
  • Canva
  • Google Analytics
  • Google Drive and Dropbox
  • Social media integration, including Facebook, LinkedIn, Twitter, and Instagram.


Starter: starting at $25/month

  • 1 user
  • No daily sending limit
  • No Sendinblue logo
  • Planning & publishing
  • Transactional emails
  • Basic reporting
  • Email support

Business: starting at $65/month

  • Everything in Starter plus
  • Multi-user access
  • A/B testing
  • Marketing automation
  • Send-time optimization
  • Phone support

Enterprise: starting at $1000/month

  • Everything in Business plus
  • Enterprise-grade security
  • Advanced integrations
  • Sub-account management
  • Flexible contracts
  • Personalized support
  • Personalized onboarding


SendinBlue’s customer support can be contacted via email, and resources can be accessed via the help center.

Check out SendinBlue

Constant Contact

Law Firm Email Marketing - ConstantContact HomePage

This is another popular and reliable email marketing tool that suits law firms. This emailing service has over 300,000 users, making it one of the most popular email marketing platforms. Let’s share some of its core features, integrations, pricing, and support.

Core features

Templates: It comes with over 300 well-designed and responsive email templates.

Automation: Some of its automation capabilities include creating auto-generated segments and sending automated emails that can be triggered based on your potential clients' actions on your site.

Email editor: It has an intuitive and robust drag-and-drop editor that you can use to draft fresh emails or edit existing templates.

Conversions and sales reporting: This email marketing service will give performance feedback regarding click rates, open rates, and revenue generated.

Social media: You can use it to schedule social media posts, create ads, and monitor the performance of your social media campaigns.


Constant Contact integrates with over 300 web applications. Some of the most useful ones include:

  • Gmail
  • Salesforce
  • Google Ads
  • Facebook ads
  • WordPress
  • Facebook, Twitter, and Instagram
  • Canva

Ease of use

Constant Contact's usability score is usually over 9 on most review sites. This means most people find it extremely easy to use.


Core: Starting at $9.99/month

  • Customer list growth tools
  • Email campaigns
  • 300+ email templates
  • Store, organize, and view contacts
  • Post to Facebook, Instagram, Twitter, and/or LinkedIn all at once
  • Real-time reporting (list growth, views, clicks)
  • Live phone and chat support

Plus: Starting at $45/month

  • Everything in the Core Plan plus
  • Additional list growth tools, including Google ads integrated, text message sign-up, and lookalike ad targeting
  • Automated emails
  • Auto-generated segments
  • Conversion and sales reporting
  • Personalized kickoff call

Customer support

Their support is available 24/7 via email and live chat. They also have phone support for Plus subscribers.


Law Firm Email Marketing - Omnisend HomePage

It is also one of the best email services to promote your law firm. Omnisend is a top-rated email marketing tool currently being used by over 100,000 businesses worldwide. Let’s share some of its core features, integrations, pricing, and support.

Core features

Templates: It has about 40 customizable and responsive templates.

Content editor: It also has a drag-and-drop content editor for drafting emails and editing templates.

Campaign optimization tools: It has built-in tools for A/B testing and campaign boosters that will help you optimize your email campaigns to achieve better results.

Campaign reports: Omnisend has built-in analytics tools that will help you track the performance of your campaigns.

Supports multiple channels: You can use Omnisend to send emails, SMS, and push notifications.  


Omnisend integrates with over 90 web applications. Some of the most useful ones include:

  • Facebook
  • Gorgias
  • Google ads
  • Wisepops
  • Zapier

Ease of use

Omnisend has a usability rating of over 9 on most review sites, making it one of the most user-friendly email marketing tools.



  • Reach up to 250 contacts
  • Unlimited contact list size
  • 500 emails/month
  • Up to 60 SMS
  • Up to 500 web push
  • Professional-looking email templates
  • Pre-built automation & workflows
  • Popups & signup forms
  • Segmentation & customer analytics
  • Sales & performance reports
  • A/B testing
  • Customer support via email

Standard: Starting at $16/month

  • All free plan features and
  • Reach up to 500 contacts
  • 6,000 emails/month
  • Up to 60 SMS
  • Unlimited web push
  • Customer success manager (from 60K contacts)
  • 24/7 Chat and live support

Pro: Starting at $59month

  • All features in the Standard plan and
  • You can reach up to 2500 contacts
  • Unlimited emails
  • Up to 3,933 SMS/month
  • Advanced reporting
  • Customer success manager (from 27K contacts)
  • 24/7 Priority support


Omnisend’s support is available 24/7 via email and live chat for paying subscribers.

Check out Omnisend

Law Firm Email Marketing Wrap-up

Whether you aim to attract new clients, connect with past clients, or find ways to engage potential clients, following the guidance in this article will help you achieve your legal firm's goals.

Selecting from the email marketing services outlined will give you a leg up on the competition and allow your email marketing strategies to scale as your business grows. Most law firms will choose to start small and implement a few ideas and strategies at a time. The ultimate goal of any email marketing effort should be to inform clients and provide value with every send.

Helpful Related Email Marketing Content
Easy Ways You Can Turn Law Firm Email Marketing into Success

WTA Contributing Writer

Web Tools Advisor is committed to supplying the best information, insights, and advice for businesses, entrepreneurs, freelancers, and others who want to use the technologies available on the internet better to grow their opportunities and success online.

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