Crafting Robust Email Marketing for Law Firms

Email marketing can be an incredibly powerful way to bring in new and repeating business for a law firm. However, the vast majority of law firms leave this stream of potential revenue untapped. Compared to other types of law firm marketing strategies, email marketing is relatively low-cost and can have a high return on investment.

Believe it or not, email is incredibly effective at reaching your intended audience, even more so than social media channels. With social media spread out over so many mediums now (Facebook, Instagram, TikTok, Twitter, etc.), it can be difficult to create a coherent marketing strategy. Email, though, has been a constant when it comes to targeting intended law firm audiences that could become clients.

In order to successfully create an email marketing campaign for your law firm, you need to segment your contacts so that you are sending emails that are relevant to the correct people. However, building a contact list for an email marketing campaign can be challenging.

At Blue Seven Content, we are here to help. Here, we are going to discuss how you can use ConvertKit to set up your law firm’s email marketing campaign successfully. The good news is that we have a ConvertKit expert on staff who is ready to jump in and walk you through this entire process.

What Types of Law Firms Could Use an Email Marketing Campaign?

There are many types of law firms out there, and not all of them will benefit equally from having an email marketing campaign. However, there are various fields of law in which attorneys would significantly benefit from having a constant stream of targeted content going to existing and prospective clients. This includes the following:

  • Estate Planning Attorneys
  • Corporate Law Attorneys
  • Business Law Attorneys
  • Immigration Law Attorneys
  • Tax Law Attorneys
  • General Practice Attorneys

This list is certainly not all-inclusive, and there are other types of attorneys who could benefit from email marketing campaign strategies. However, in our opinion, most people who need assistance with personal injury law or criminal defense will not be relying on their email inbox to find an attorney. Prospective clients in these situations never know when they will need an attorney or even think about it until they find themselves in a tricky situation.

That said, you may very well have specific reasons why your particular law firm wants to create an email marketing strategy. The team at Blue Seven Content is more than ready to talk to you about how we can make this work.

Getting Your Email List: Using Your Website

Your law firm may very well already have a running list of email addresses on your servers. This may be existing clients, former clients, and those who have contacted you for information before. This is a good place to start with your email list. However, you are most likely going to need to generate more contacts so you can create a robust email marketing campaign. Gathering emails is going to consist of a strategy using your website and existing social media channels.

Forms and Landing Pages for Your Website

We have all been on websites where there will be a signup form or even a pop-up present. As obnoxious as these may be in some scenarios, the reality is that they are effective at capturing your intended audiences’ emails. Even though you shrug away many of the pop-ups or forms that you come across on websites, there are many others who are on a website looking specifically for the information being offered in the form or pop-up.

ConvertKit allows law firms to create an unlimited number of forms and landing pages. You can create forms specifically for each particular page on your website. For example, if you want to create a form for those interested in “last will and testament assistance,” you can do so and put it on your page devoted to that topic. You can also create a form for those interested in creating a “trust” and put it on that particular topic page.

Another way to capture emails is to give away a free product. This could include:

  • Newsletters
  • Guides
  • E-books

For example, if you have a website devoted to helping those who have been diagnosed with mesothelioma, you may want to have a form or pop-up on each page that offers a free guide to mesothelioma claims. If you are an estate planning attorney, you may have an e-book that explains the various types of trusts or general end-of-life planning.

Giving away a free product not only gets your product into prospective clients’ hands, but it also gets you their email address so you can use it for your email campaigns.

Blasting Your Social Media

Another way to set up ConvertKit to your advantage is by creating landing pages that can be blasted out to all of your various social media platforms. This includes Facebook, Instagram, Twitter, LinkedIn, etc. Landing pages through ConvertKit are easy to create, and you can use them for various purposes (our team can create these pages for you). For example, anything you can do with a form on your website, you can also do with a landing page. You can use a landing page to gather emails and you can use a product landing page to sell or give away any of the products that you create.

Segmenting Your Email List

What do we mean by “segmenting your email list?”

Segmenting means that you will create specifically targeted lists of email recipients who share a certain set of identified characteristics. The goal of segmenting an email list is to ensure that those people who receive your emails are the ones who will actually likely open them and be interested in what you have to offer.

You may have a generic email that could be sent to your entire email list. However, you may have an email geared specifically towards those who have shown an interest in adoption if you are a family law attorney. You may also have an email that would be geared specifically towards a person who is showing interest in divorce. Trust us when we say you do not want the same emails going to both groups in these situations. They clearly have two different goals.

When you are creating segments for your email list, you will want to make sure that each segment has a purpose. You can create “tags” in ConvertKit in nearly an unlimited amount of ways. You can really get specific with the ways that you classify the people on your email list based on the way they responded to your previous emails or based on the forms they have used or the products they have downloaded.

What Goes in Your Emails?

An email marketing campaign can be as robust or as simple as you want it to be. There are various ways that you can craft compelling emails that will entice current or prospective clients. In some scenarios, you may very well only want to send an email. Of course, you can make every email look incredibly professional by using a template created in ConvertKit. However, maybe you do not want to send a regular email. Here, we discuss some of the items that we have helped clients set up and send through their law firm email marketing campaigns.

Recurring Newsletters for Your Law Firm

Newsletters are a fantastic way to deliver valuable information about your practice area to existing clients, prospective clients, and referral sources. A newsletter can be used to educate an audience about changes in the law, let them know about events the firm is hosting, discuss how a certain news story could affect them, and more. Email newsletters are a good way for a law firm to remind people that their attorneys are experts without actually giving an outward sales pitch.

Case Studies

Depending on the goal of your law firm and your practice area, it may be beneficial to send case studies to prospective clients or existing clients. These case studies, of course, will be relevant to the practice area and will need to potentially impact the client in some way.

Informational Videos

More and more, videos are becoming the most beneficial way to convey information to an audience. It is very hard to find a law firm website nowadays that does not have videos featuring their attorneys on the home page or in the individual practice area pages. New videos can also be sent through email for existing and prospective clients to watch.


Let’s be honest – most people do not like to read long blocks of text. When you are scanning a page, your eyes usually go right to the bullet points. A listicle is a fantastic way to create a post that is almost entirely bullet points while also conveying important information to the reader.


Just like a website should have a robust frequently asked question (FAQ) strategy, your email list can also be a fantastic way to answer some of the most common questions that your clients ask.

Community Involvement

If your law firm is involved in the community, we really think your readers should know. Most people are much more comfortable going to a law firm that has deep roots in their community. This shows that the attorneys care and that they are invested in helping others.

Regardless of what your law firm email marketing needs may be, our writers are here to help. You tell us what you need your emails to say, and we’ll get the content drafted. Our team of content writers have extensive experience writing content for law firms throughout the US, and we know what it takes to draft compelling content that can draw your readers in and turn them into clients.

Contact Blue Seven Content for Law Firm Email Marketing Help Today

At Blue Seven Content, we are ready to get to work helping you establish a fantastic law firm email marketing campaign. Our understanding of ConvertKit means that we can get this process started and set up within as little as a week or two so you can start capturing emails and gaining prospective clients quickly. We can:

  • Create two landing pages that host products, including images
  • Set up initial email shells for copy when someone joins the campaign
  • Integration of ConvertKit signups on WordPress (or other website creator)
  • Integration of Stripe account to accept payments
  • Creation of tags and automatons to prevent issues
  • A one-hour orientation through Zoom or Google Meets about ConvertKit’s functionality

Note: Content will not be created (emails written, copywriting/marketing for landing pages) as part of this package. Content can be generated if needed. Please contact Allen Watson at Blue Seven for rates on creating content).

You can contact us for a free 15-minute consultation by clicking here or calling us at 843-580-3158.

Our team also focuses heavily on law firm content across the board. Our team also specializes in all of the following:

Regardless of your law firm’s needs, we think we can help. Do not hesitate to contact us as soon as possible, and we are nearly always near the phone and ready to help in as little as a few minutes after you call.