Strategist - The FindLaw Law Firm Business Blog

Marketing Emails Your Firm Should Try

We hope you've ported your client contact information to a proper email marketing software program by now. If you haven't, shop around -- there are a lot of good choices out there.

But email what? Below we've included a few helpful email types you should keep in mind when contacting your former clients and contacts.

Guidance in the Dark

First things first: even the most basic of email marketing software provides you with basic metrics for email. This will tell you who's clicking on your emails, who's opening, and even who is deciding to leave your mailing list. Obviously, this sort of information is your bread and butter, so it behooves you to keep an eagle eye on it and to tailor your emails to fit the needs of the people.

Series Emails

A popular email type is the educational series within which the practitioner gives useful, educational information about a particular practice area that would interest the clients. The nice thing about this type of communication is that if it works, it leaves the client wanting more. Time these so that that between eight and ten get sent out over a two month period. Like all of your emails, there should be a call-to-action that pushes for clients to contact you for further information.

Season's Greetings

The holidays are always good times (and good excuses) to get emails out to your clients. In our opinion, these are more a necessity than a very good means of reaching clients. If you don't wish your client's a happy new year, it might just rub them the wrong way.


Newsletters are a fantastic means of getting your face and firm into the inboxes of your clients in a professional manner. In these you can present legal highlights and news events in your practice and they can be very effective in your marketing strategy. In fact, there are many reasons why newsletters should be a part of your marketing strategy.

The problem is that this requires dedication and it must be painstakingly accurate. Our own research into the subject indicates that smaller law firms can benefit with the newsletter -- particularly family lawyers.

However, keep an eye on your metrics. Newsletters generally tend to be the first emails from lawyers that people get rid of because of spam-expectations. So, again, watch your metrics and avoid overdoing it.

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