Email Marketing Software for Lawyers

There are a lot of email marketing apps out there that your law firm can use. There are tons of flavors that can do different things. But, which email marketing apps are the most appropriate for your law firm?

There are a lot of email marketing apps out there. So, we’ve broken them down into three categories:

  • Basic
  • Next-Level
  • Marketing Automation

Below is a look at each of these categories, with recommended apps for each category.

Here is a rundown of the different types of email marketing apps, and our recommended software applications.

Related: Why Firms That Do Email Marketing are Winning

Basic Email Marketing

At a very basic level, you will want email software because you want to send emails to your lists of contacts.

At the basic level, you will want to be able to send newsletters and announcements to people who have been in contact with your firm.

Colleagues, current clients, former clients, referral sources – all of these people should be getting period communications from your firm via email marketing. They need to know that you exist, and that should they or a friend need a lawyer, you can help them out.

If you don’t need any fancy bells and whistles, and you really just want to be able to send emails, software in this category is probably the most appropriate for you.

Some of the core features you will want in your email marketing software are:

  • Set up and customize email lists of contacts
  • Customize emails and newsletters in a drag-and-drop builder
  • Templates to work with
  • Create, schedule, and send emails to your lists
  • Track results of your email campaigns
  • A/B test emails
  • Set up email automation series for website downloadables

So, which apps check the box, and can help you easily send newsletters to your lists?

Here are our main recommendations:

  • Mailchimp
  • Aweber
  • Campaign Monitor

Each of these can do most all of what you need.

Mailchimp is by far the most popular email marketing software. If you listen to podcasts, you have probably heard advertisements for Mailchimp. As far as email marketing goes, Mailchimp has my favorite drag-and-drop email builder. It’s extremely easy to work with.

Related: An Email Marketing Guide for Lawyers

The only thing I would ding it for is that I don’t love its automation setup and sequences. For something better with automated emails (e.g. sending an email after someone wants to download a piece of content on your website), I would recommend checking out Aweber or Campaign Monitor.

Aweber and Campaign Monitor are also very solid applications. They do everything you need at the basic level. And their pricing is also similar. Based on personal preference, you may prefer one of their interfaces more than Mailchimp, but otherwise, they all work similarly well. They also all integrate with third-party apps and website forms pretty easily.

Next-Level Email Marketing / Marketing Automation

One step up from basic email marketing is a medium-end application that can do it all.

Your well-rounded app, in addition to sending and tracking emails, can:

  • Track your website visitors and know how they interact with your content
  • Gather data on where your email list subscribers are coming from
  • Have a CRM so you can track who on your list becomes a customer
  • Set up complex automation sequences
  • Integrate with other marketing apps you use

If you are looking for the next step in email marketing, ActiveCampaign is best for you. It can do everything basic email marketing software can do and more. Aside from sending emails, it can do lead magnet campaigns (i.e. downloadable guides on your website), complex email automation sequences, and track your subscribers and customers’ activities and interactions with your content so you can see how effective your campaigns are.

ActiveCampaign also has a CRM so you can track where your subscribers are on the path to becoming customers. Working with a CRM that is also tracking your marketing efforts and email campaigns is useful because it lets you know how your potential clients are interacting with your emails and website, and help you ultimately make better marketing decisions.

Related: Effective Email Marketing Tips for Lawyers

As far as pricing goes, ActiveCampaign is a little more expensive than a basic email marketing app, but nowhere near as expensive as a more high-end complete marketing automation platform. Overall, ActiveCampaign is a great fit if you are looking to do a bit more with email marketing than just send out emails to your lists.

Complete Marketing Automation Platforms

If you don’t just want the ability to send emails, but to manage your firm’s entire marketing operation from a piece of software, you will need marketing automation software. Beyond sending emails, you will want to be able to:

  • Track website visitors by source
  • Know how visitors are interacting with your website and content
  • Create landing pages and contact forms
  • Integrate with social media platforms and track social activity
  • Track data from across multiple sources of analytics
  • Provide robust marketing analytics tools
  • Have a CRM so you can track who on your list becomes a customer
  • Integrate with other marketing apps you use

For apps that can handle all of this, there are two main recommendations we have:

  • Infusionsoft
  • Hubspot

Hubspot and Infusionsoft are less like email software and more like platforms for your firm’s entire marketing operation.

Law firms that are looking to track all of their marketing campaigns with serious data can get a lot of Infusionsoft and Hubspot.

These apps have a drawback in that they are not perfect – if you cannot get your data to connect with Hubspot or Infusionsoft, you will not be able to track everything your firm is doing for marketing.

But, as far as software goes, these apps are heavy-duty.

They can do most anything you would want to do when it comes to online marketing for your law firm.

I liken these apps to a jack-of-all-trades for marketing. They have the ability to send emails, create landing pages, track your campaigns and visitor sources, and more.

Now, I want to give a caveat – most law firms do not need these apps. These apps are hardcore. Basic email marketing apps are suitable for most law firms. ActiveCampaign is suitable for most of the law firms who need something more advanced than basic email marketing. Infusionsoft and Hubspot are for law firms that need something really high-end.

One reason I want to caution you on marketing automation software is because these apps can be very expensive. You can spend $800+ per month on marketing automation software. And, if you are not taking advantage or have no need for most of their advanced features, it can be a waste. Hence, why I would first steer your towards ActiveCampaign or basic email marketing software. But, that being said, if you are looking for a marketing platform, beyond just sending emails, these can help.


Hopefully this helps your law firm in choosing the right email marketing software for your practice.

If you have any questions or comments, please share them in the comments box below.

Andrew Cabasso
About the Author: Andrew Cabasso
Andrew Cabasso is an attorney and co-founder of JurisPage, an online marketing agency for law firms, now part of Uptime Legal. Andrew has given many lectures and CLEs on website design and Internet marketing to legal professionals. He is the author of Search Engine Optimization for Lawyers and The Complete Guide to Attorney PPC. Follow Andrew on LinkedIn, Google+, or Twitter.

2 comments on “Email Marketing Software for Lawyers”

  • Great article (and our SmallLaw Pick of the Week later today). We just evaluated many of these apps so five observations.

    1. ActiveCampaign more or less matches HubSpot regarding marketing automation for much less money but its CRM component lags far behind (e.g., poor export tools).

    2. InfusionSoft also has very good marketing automation tools but it lacks email tracking in the CRM so you would need to use a product like YesMail for that.

    3. Don’t pay list price for any of these, especially HubSpot. Your best bet is to negotiate a deal on the last day of the quarter if you can wait.

    4. SharpSpring is the closest product to HubSpot in terms of feature set — it has pretty much everything except website hosting and customer service.

    5. There’s now a legal product that is probably a better fit for law firms than any of these — Lawmatics. See our coverage here:

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