Email Marketing for Lawyers 101: Campaign Logistics

Now, let’s get into the nitty-gritty of email marketing campaigns.

You’re going to send an email. You’ve decided that much. But when will you send it? What should you say? What is the right formula to ensuring my recipient actually opens and reads my email?

This chapter is going to break down every element of your email, with evidence-based recommendations to help you ensure people actually read your emails.

Subject Line

The subject line is what gets people to open your email. Without a compelling subject line, your recipient will not open your email and your effort spent writing thoughtful and interesting content is wasted. Here are my rules for crafting subject lines: the “6 E’s of Subject Lines”

(note: these are not E’s, but when you read them, they all end in an “E” sound, though they all actually end in the letter Y… I thought it was a cute device, so let’s just move on with it)


They need to open your email now! Not later. If they see your email and don’t open it now, they may not open it ever. A sense of urgency makes it more likely that as soon as they see your email they open and read it.

Sample urgency subject line: “Your business may be affected by this new regulation”


Create some mystery on what is inside your email. Pose a question. “What’s in the box?” Make it so your recipient has to know what it is you are talking about in your email body text. Also, a tip here: talking about what your readers’ competitors are doing (if they are running a business) is a sure way to get them to open your emails.

Sample curiosity subject lines: “The Supreme Court is banning what?”; “How are these businesses coping with this new regulation?”


Every email marketing app has the ability to create dynamic / personalized content, including subject lines. If you have names associated with each of your subscribers, you can send them personalized emails they are sure to notice in their inbox. There’s nothing quite as scary like seeing an email in your inbox that says “[Your Name] – I know you killed that girl!”

Sample personality subject line: “[ABC Construction] may be affected by this Supreme Court opinion”


Ensure that your subject lines are 50 total characters or less, so they will be less likely to get cut off by your subscribers’ email client.


Fool me once, shame on you; fool me twice, shame on me.

Don’t overpromise or trick subscribers in your email subject lines to get them to open your emails. You may get them to open an email of yours once, but if they are not happy after opening your email, they will not do it again. They may just unsubscribe. So, don’t use subject lines like, “Urgent Action Required”.


Spend time on your subject lines. I’ve heard marketers say things like, “For every email I write, I spend half my time thinking up the perfect subject line.” Remember, the subject line is what gets people to open and read your emails. Poorly constructed or unenticing subject lines means no one reads your email content and no one takes the action you want them to.

From Name

Who is your email going to be from? Your email marketing software gives you an endless array of options. You will need to choose a From Name as well as a From Email.

The From Name is the name of the sender that appears alongside the email address. It’s ultimately your choice what to send as. You can do:

  • Your Name
  • Your Law Firm Name
  • Your First Name from Law Firm Name
  • Your Full Name from Law Firm Name

So, if your name is John Smith from Smith Law Group, you could have your from name be either:

  • John Smith
  • Smith Law Group
  • John from Smith Law Group
  • John Smith from Smith Law Group

If your From Name is too long though, it might get cut off by your recipient’s email client. Your From Name should depend on the size of your law firm. If you are running a solo practice, it should probably come from you. If you are running a larger firm, you may want to send them from the law firm name. Another idea: If you are running a firm larger than a solo practice, you may want to send your recipients emails from the From Name of the lawyer at the firm who is their main contact (if you have a field for that set up in your email software).

From Email

From Email is the email address that recipients will see associated with your emails. Like with the From Name, your email software will let you customize the From Email. You can use a generic mailbox like “[email protected]” or the email address of a person at your firm.

One recommendation: do not send from “[email protected]”. First, it’s very impersonal. Second, you will want to be able to get replies to your marketing emails. That’s how you can continue conversations. Without the ability to get email replies, it puts a burden on your recipient to try and figure out how to get in touch with you. Email marketing software can filter out auto-responses and send real replies to your inbox.

When to Send

When is the perfect time and day to send?

I get a lot of questions about this. There have been tons of studies. The main consensus is: Send your marketing emails on Tuesday, Wednesday or Thursday in the morning. Weekends are bad.

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.

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