Email marketing is underutilized in the legal industry. Done right, email campaigns are a cost-effective way to strengthen client relationships and generate repeat business, even in today’s fast-paced world where social media dominates.
No firm should rely solely on a single marketing strategy. But if you’re not sending emails, you’re missing out. You could be sharing case study updates or sending client follow-ups in your newsletters. It’s an untapped source of connection between you and your community.
The truth is that emails are a powerful tool in your referral toolkit. Past clients are one of your greatest sources of future business. A good email can help you turn a past client into a long-term advocate who will refer new business straight to your door.
Here’s how to make email marketing a part of your firm’s referral machine.
Why email marketing matters for contemporary law firms
The biggest advantage of email marketing for law firms is that it’s a private channel, unlike social media or paid ads.
Emails allow you to communicate directly with clients and prospects.
- Trust and confidentiality: Your clients expect discretion, and email allows you to deliver updates and resources in a secure, personalized way that preserves the notion of a one-on-one relationship.
- High ROI: Email marketing consistently delivers one of the best returns on investment in digital marketing (sometimes up to $36 for every $1 spent).
- Referral potential: Satisfied clients might just need a reminder of your value. A simple, well-timed newsletter can keep your firm top of mind.
In short, email keeps your firm visible, credible, and connected—all for a price that beats social advertisements by a mile.
Use your emails to build relationships
Relationship-building takes time, but it’s not as complicated as you think.
A monthly or quarterly newsletter is one of the simplest ways to stay connected without overwhelming your readers.
The goal with these emails is not to sell. Remember, these people have already experienced you and what you offer. These emails are to educate and remind clients of your expertise. Keep it professional, but stay away from direct marketing.
Here’s how a law firm newsletter can build relationships:
- Firm updates: Talk about promotions, new hires, or community involvement. These help humanize your brand, spotlighting real people and real-world impacts.
- Helpful resources: Offer checklists, FAQs, or guides that people can use and forward to friends or family. Niche down and share trusted tips, not generic suggestions.
- Legal news, explained: Explain new legislation or talk about case outcomes in plain language. Concisely tell clients how these changes might affect them.
The relationship is the goal, which means you need to respect their time and offer valuable content. So keep it short, scannable, and client-centered. Focus less on the firm’s achievements and more on what’s useful to them.
Prove your worth with case studies and client success stories
Attention spans are short, so you need to earn every second of their attention.
Case studies are one of the strongest tools to build credibility and inspire referrals.
Yes, former clients will already know how you’ve helped them. But a concise case study is a good reminder that you’ve helped others, too. When people remember how you’ve solved problems similar to theirs, they’re more likely to recommend your services.
You can link back to the full study on your legal website, but a short version is best for email.
When sharing a legal case study via email, follow these best practices:
- Tell the story, not just the outcome: Frame it as a problem/solution narrative that highlights your expertise and the client’s relief.
- Protect client confidentiality: Always anonymize details unless you have explicit permission.
- Add a call to action (CTA): End with an invitation to forward the content to someone who may benefit or schedule a consultation.
Remember, case studies double as literal referral tools. It may inspire them to send your name to a friend facing similar legal challenges, but it may also inspire them to forward your email directly to them. Write with that secondary audience in mind.
Stay top-of-mind to earn repeat business
Email follow-ups are an overlooked yet effective example of email marketing. It only takes a moment, but this is how you stay top of mind.
When the case closes, don’t move on for good. Commit to follow-up regularly.
A strategy email follow-up strategy shows you care beyond the transaction:
- Thank-you emails: A sincere note of appreciation builds goodwill. This can be brief and personal, thanking them for their trust.
- Check-ins: Send a message at the six-month or one-year mark to see how they’re doing. Don’t flood them with emails every month, but don’t forget about them either.
- Seasonal reminders: For practice areas like estate planning or business law, reach out to former clients when it’s time to update documents or review contracts.
You won’t get a referral or repeat work after every note. Instead, focus on your reputation. Remind clients you’re approachable and still hard at work.
Optimize your emails for engagement and referrals
Finally, it’s not enough to send an email—you need to send optimized emails.
Delivery, design, and strategy matter in emails just as much as strong content.
You can work with a legal marketing firm to optimize your content if you don’t have time, but here are the email optimization tips we recommend:
- Segment your list: Make your messages super relevant by dividing your contacts into groups by practice area, referral source, or client type.
- Make it mobile-friendly: Most clients read emails on their phones. Keep text concise and use buttons for CTAs. Make sure it’s responsive.
- Use clear subject lines: No legal jargon. Aim for clarity and curiosity to get an immediate click, like “5 Winter Tasks for Sole Custody Parents” or “3 Common Mistakes in Small Business Contracts”.
- Make it referral-friendly: Be explicit yet conversational about asking people to share the email. “Know someone who needs help with a will?”
- Track performance: Monitor open rates, click-throughs, and referrals. Find out what works and adjust based on results.
Emails are not just a communication tool. With consistent optimization, your email marketing can become a referral engine.
Final tips
Email marketing is still important, even in the age of SEO and social media marketing.
Attorneys can use emails to build relationships with former clients and grow referrals. Thoughtful content and optimized emails will help your firm stay top of mind.
Emails are more powerful if they’re built on a solid foundation, aka a website that’s built for conversion. Make sure your digital house is in order with a free consultation.
