Email Marketing for Lawyers 101: Content

Now, let’s talk about the content you will be sending your audience.

There are a few types of emails you will want to send. Let’s jump into your content a bit further.


Periodic newsletters (sent out each week, month, quarter, etc.) are a great way to stay top-of-mind with your audience. The content in your newsletter is meant to engage with your visitors and remind them that you are a lawyer in the community serving clients in a specific practice area. Think of your newsletters as a one-to-one conversation with each of your subscribers. It’s like having a conversation over drinks or lunch to catch them up on what you are doing. You’re giving your subscribers an update on what’s going on at your firm, ultimately to keep them in touch. For referral sources and colleagues, it will serve as a reminder that if they know anyone who could use your services, they should refer them to you. For existing clients, it helps build further trust and confidence in you. And for potential clients, it nudges them further towards getting them to hire you.

Newsletters remind your subscribers of your expertise without an overt sales pitch.

You might be thinking, “I don’t know what we would even write about. I have no news to share.”

In your newsletters you can share content like:

  • Recent blog articles on your website (if applicable)
  • New staff added to the team
  • Awards and recognition
  • Important verdicts and judgments
  • Upcoming events
  • Other firm-related news and announcements
  • Community-related information (e.g. goings-on in your area)
  • Updates on your area of law
  • FAQs about your area of law (basically, you write a mini blog article in your newsletter)

If you are ever thinking, “I don’t have any ideas for what we should put in our newsletter,” refer back to this list. There is always something to write about.

Drip Campaigns

Drip campaigns are a form of automation in email marketing. The idea of “automated” emails can sound impersonal, but if done well, it can help you better engage with potential clients and increase your cases.

Unlike individual newsletters, which are more like one-time communications, drip campaigns / automated emails are emails sent that are event-based, occurring after your subscriber takes a particular action. One example would be, you offer a free ebook download or other lead magnet on your website. An email automation ensures that when people provide their information to you, they automatically receive an email with that requested content. And then, they can receive automated follow-up emails to see if they want to set a consultation with you.

Here’s how this would work in practice:

  • Someone gives you their information by filling out a form on your website to downloads your ebook, “The 7 Pitfalls to Avoid When Filing for Bankruptcy”
  • Behind the scenes, your email marketing software verifies their email and adds them to an email list “Ebook Download” that you had set up in your software specifically for those form submissions
  • The Ebook Download automation sequence is triggered for the new subscriber that has been added to that list
  • The new subscriber immediately gets the first email in the automation sequence – a copy of the ebook they requested to download
  • Over the next few weeks, the subscriber receives more emails from the Ebook Download automation sequence that have been pre-written and added in the automation settings in the email software

You can technically just have a drip sequence with one email – just the ebook and no follow-up emails. But, we recommend against that. In that case, the subscriber will be likely to just download your ebook and you will never hear from them again. The whole point of offering the ebook is to get them on your email list. Once they’re on the list, then you work to convince them to hire your law firm. If you do not have follow-up emails, you are putting the burden on the subscriber to read your content and then reach out to you. Being proactive on your part, with a built-out email sequence to engage with your subscribers, is much more likely to convert them to become a client.

An example of an email automation sequence may be something like:

  • Email 1 – sent immediately: “Bankruptcy Ebook Attached”
  • Email 2 – sent +1 day after Email 1: “5 lessons from the Ebook”
  • Email 3 – sent +2 days: “Are there any questions we can answer for you about the ebook?”
  • Email 4 – sent +2 days: “Here’s a case study of an actual client of ours related to the ebook content”
  • Email 5 – sent +1 day: “Here’s how we can help if you want”
  • Email 6 – sent +2 days: “Can we set up a consultation? Here’s our scheduler”
  • Email 7a –IF consult scheduled, sent immediately: “Your consultation is confirmed”
  • Email 7b –IF no consult scheduled, sent +2 days: “Just wanted to see if we can help you out”

This is just a rough example to show you what you can do with drip automation sequences. Every practice area is different. Needs are different. Some clients will require a lot of education and time (e.g. complex area of law), and you can do that through multiple emails in a sequence. Others you will just need to quickly build trust and get on the phone, as time is of the essence (e.g. criminal defense).

Regardless, with a drip campaign, you should map out your entire plan for the emails, the starting point (e.g. ebook) and ending point (e.g. ask to schedule a consult), and what content you have in the middle to build to that end an increase the likelihood you get the subscriber to take the action you want.

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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