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The cornerstone of many successful businesses is a strong marketing strategy. In today’s marketing world, there are so many different avenues your law firm can take to reach the right audience, including implementing an email marketing strategy.

Email marketing for a law firm can significantly impact your business and provide a great return on investment compared to other types of marketing campaigns.

Types of Email Marketing Campaigns Your Firm Can Use

There are several types of email marketing campaigns your law firm can utilize. The most common and successful forms of email marketing include:

  • Drip Email Campaigns
  • Newsletters
  • Event Promotions

Your law firm needs to understand the purpose of each type of campaign and know how to use them to grow your business.

Integrated Marketing Strategy Checklist 

Drip Email Campaigns

Email drip campaigns are a series of pre-written emails that work together to move your lead toward a final conversion point. Drip emails provide ongoing value to your email subscribers by slowly “dripping” helpful legal information, updates, and promotions over time.

For example, your email system sends an email as soon as someone subscribes to your email list and then follows a schedule of sending out emails over a specific amount of time — like sending an email every Tuesday over a five-week period. If a lead has been visiting a landing page and downloaded your asset but hasn’t taken the next step of scheduling a consultation, an email drip campaign can help explain the benefits of working with you.

Simply put, email drip campaigns are all about delivering your subscribers the correct information at the right time to push them further down your funnel and eventually convert them into your next client.


Email newsletters are the most traditional and popular form of email marketing that law firms use. Newsletters serve the purpose of keeping your law firm top of mind for your clients and prospective clients. Your newsletter should focus on firm updates and be sent out monthly or bi-monthly. The messaging is simple and digestible for your target audience.

Examples include general updates of your law firm, like upcoming webinars or other events. Newsletters can also link to educational content on your website, like blog posts that promote your legal services. These emails contain messages that add value to the user’s experience, leading to someone being more willing to open and read the email.

Event Promotions

Event promotions are a great way to drive sales, signups, and offerings. If your law firm wants to educate your community on a specific law change or practice area, hosting a webinar or live event with email promotions is a great way to connect and inform your leads. Email marketing campaigns can be a great way to build your registration list ahead of time and promote events in a very cost-effective and efficient way.

For example, if your law firm helps with estate planning and decides to put on a free webinar for a financial planner or advisors in their area. The local advisors don’t work for attorneys, but your firm may see many referrals from their local network and hence want to offer them some free education on estate planning strategies. After the event, you can nurture these relationships with event attendees or referrals with targeted emails.

>>> Tips to Get More Clients and Referrals <<<

LAB Services Can Help You Launch a Winning Email Marketing Campaign

An email marketing campaign is a powerful tool that your firm can use to engage, acquire, and retain clients. Implementing a successful email marketing campaign can be beneficial for your law firm, but it’s critical to select the correct email marketing campaign to achieve your goals.

Is your law firm ready to implement an email marketing campaign? Law As a Business (LAB) has the tools your business needs to succeed. We work with elder law and estate planning firms on all aspects of email marketing for your business.

Create effective email campaigns to communicate with clients and to avoid mistakes when budgeting your law firm's marketing plan

During this video, we discuss some preliminary steps you’ll need to accomplish before getting started with a full-blown email campaign. We will cover how to efficiently store contact information, utilize common email programs, and write compelling copy.