6 Types of Emails Every Law Firm Should Send

Email marketing for law firms

Unlock the full potential of your firm’s email marketing strategy and start building stronger relationships with clients by using the 6 types of emails every law firm should be sending out.

Email marketing is a powerful tool for law firms to use to nurture leads, keep clients informed, and build relationships. But with so many different types of emails to send, it can be difficult to know where to start. In this post, we’ll go over the 6 types of emails that every law firm should send to help you get the most out of your email marketing efforts.

Before diving in, let’s discuss why email marketing is essential for law firms. 

Email marketing has been shown to have a high return on investment (ROI) thanks to its high open rates, cost-effectiveness, ability for personalization, automation capabilities, and ease of tracking and measuring performance. Would you like to see proof of success? Take a look at this example from one of our clients: 

Best open rate

The smartest firms are securing a higher email ROI through putting different emails in place. The following are the top 6 emails you can leverage: 

  1. Welcome Emails
    The first type of email that every law firm should send is a welcome email. This is the first point of contact with a new subscriber, and it’s essential to make a good impression. Welcome emails should be brief and include an introduction to the law firm and a call to action that encourages the subscriber to learn more about the firm. They are crucial for building relationships, communicating the firm’s value, providing a clear call to action, setting expectations, and building trust and credibility.
  2. Nurturing Sequence for Lead Magnets
    Lead magnets are a great way to generate new business, and email is an effective way to nurture those leads. A lead magnet nurturing sequence is a series of emails sent to new subscribers over time to convert them into clients. By providing valuable information about the firm and its services, the nurturing sequence helps to build trust and credibility with leads, making them more likely to convert. Nurturing sequences for lead magnets are also cost-effective, targeted, automated, and measurable.Note: A lead magnet is something you give someone in exchange for their email address, like a free guide or ebook, a webinar, or a consultation. It is a way to get people interested in what you offer and get them to give you their contact information so you can follow up with them in the future. It is a way to attract people who are interested in your expertise and want to learn more.
  3. Blog Post Emails
    Blog post emails are a way for law firms to keep their subscribers engaged and informed about the latest developments in the legal industry. They allow the firm to position itself as a thought leader in their area of expertise and can help drive traffic to the firm’s website, leading to new leads and clients. Blog post emails also showcase the firm’s knowledge and skills while communicating consistently with the audience.
  4. Curated Emails
    Curated emails allow law firms to provide value to their subscribers without creating new content. They keep subscribers informed about the latest developments and relevant information from the legal industry and position the firm as a resource for legal information. Curated emails help to keep communication consistent and exciting, encouraging engagement and reducing the chances of unsubscribing.
  5. Newsletter Emails
    Newsletter emails are a way for law firms to keep their subscribers informed about the latest developments and updates from the firm. They also allow sharing of client success stories, testimonials, and upcoming events. This helps to build trust and credibility with subscribers. Additionally, newsletter emails encourage engagement and create anticipation among the audience, which can lead to higher engagement.
  6. Asking Emails
    Asking emails are designed to elicit a specific response from the subscriber, such as scheduling a consultation or signing up for a webinar. They include a clear call to action that is easy to follow and create an opportunity for the law firm to promote its services while encouraging the next step in the relationship with the firm. Asking emails are also easy to track and measure, which can help optimize future campaigns.



Law firms can benefit greatly from a strong email marketing strategy because of the ability to reach potential clients very efficiently, nurture leads, and build relationships with existing clients. 

Do you want to see what email marketing can do for your firm’s bottom line? Download the FREE Anatomy of the Best Law Firm Campaigns.