Email and Law Firm Marketing Strategy

We’re often surprised at how many law firms neglect email as a fundamental tool in their law firm marketing strategies.

Despite the whizz and bang of the latest social media tricks, smart email campaign management remains one of the most potent lead generation and client acquisition tools. Yet, so many firms either don’t do it, or are still utilising their in-house mail service to generate each campaign. Big mistake!

Firms acquire massive numbers of email data from past clients, most of which is redundant in their marketing strategy. We see firms who either don’t capture data well, or if they do capture it, have difficulty importing the necessary data into a format, preferably a CSV file for integration into a third party email provider. (Mailchimp is an example)

For firms that have crossed this hurdle, even the integration of their data into a third party platform, they all too often never consider the analytics of such email campaigns (open and click-through rates) to effectively harness the capabilities of this marketing arsenal. Alternatively, they’re miffed by the low open rates and just give up.

According to a recent study of 8 million marketing emails sent by 25 law firms over a two-year period, the average “open rate” for a marketing email is 20%. So, anything above this, your firm should be reasonably comfortable with. The research also found that the average conversion rate (the percentage of subscribers who clicked the links in the emails to read more) is approximately 15.6%. Not surprisingly, recipients won’t click a link to “read more” unless they’re seriously interested the topic discussed.

Email campaigns, like any other marketing touch-point has to be agile. So, you must continually be testing different email layouts, ascertaining what subject headings are getting the most traction in open and click through rates and of course, the time that you’re sending out the campaign.

Incidentally, the eLawMarketing email report can be accessed

Smashing Magazine also did a little expose right here


How to Get More Leads from Adwords – Download the Guide

[sdfile url=””]
24 January 2019 in Adwords, Law Firm Marketing, SEO

5 Things Your Law Firm Marketing Strategy Should Have

We've been marketing law firms for over 10 years with great results and what's crucial of course, is ensuring you're always ahead of your competitors. Integral to this is what…
Read More
28 September 2018 in Law Firm Marketing, Marketing Hub

Why You Need to Run Client Sense in Your Law Firm Now

In this video, I give a rundown on a very potent software platform that I think law firms with over 15 lawyers, regardless of where they are in the World,…
Read More
21 September 2018 in Blog, Law Firm Marketing Podcasts, Marketing Hub, Podcasts

How to Formulate Great Content for Your Law Firm

In this special edition of the Future-Proof Your Law Firm Podcast, we track back into the archives of the "Law Firm Marketing Podcast". We revisit a conversation with Kristina Halvorson,…
Read More
20 September 2018 in Law Firm Marketing

The Importance of Establishing Your Law Firm Brand

In this special edition of the Future-Proof Your Law Firm Podcast, we track back into the archives of the “Law Firm Marketing Podcast” to revisit a conversation with Gary Bertwistle,…
Read More
21 August 2018 in Law Firm Marketing

What Does the New Google Marketing Platform Mean for Your Law Firm?

If your law firm is watching its analytics, as it should be, you may have noticed that there are major changes coming to your Google Analytics Dashboard. Let us explain,…
Read More
17 May 2018 in Law Firm Marketing, Marketing Hub

The Sleeping Giant that May Be Lurking in Your Law Firm’s Marketing

Marketing by nature tends to be always forward thinking. However, if you're a law firm that has historically been a dogged blogger, then taking a deep-dive into your firm’s website…
Read More
Keep your firm on the front-foot, without having to deal with a multitude of service providers.
Law Firm marketing business logo