Trends to Watch: Email Marketing For Lawyers (2022)

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Email marketing can be a great way to connect with potential clients, nurture current clients, and promote your law firm. In this post, we’ll explain what email marketing is, how it can benefit your law firm, and some tips for getting started. 

Email marketing is a form of marketing that uses email to communicate with potential and current customers. It can be used to promote products, services, events, or to build relationships with customers. Email marketing works for all law firms of all sizes. No matter your niche or area of practice, whether that’s personal injury, business litigation, or real estate; emails can and should have a place in your firms marketing strategy. In fact, research shows that email marketing has the highest ROI for a small business compared to other marketing mediums.


All law firms can benefit from email marketing. Here’s why:

There are a number of benefits to using email marketing for your law firm. Emails are a great way to reach a large number of people quickly and cost-effectively. Additionally, email marketing allows your law firm to target your database (audience) based on factors like practice area, demographics and interests. This helps you to ensure that your messages are reaching the right people. Email also allows you to track the results of your campaigns, so you can see how well they are performing and make adjustments as needed. 

Following these 5 guidelines can help your law firm get the most out of your email blasts, newsletters, and overall email strategy.


  1. Decide what you want to achieve with your campaign. Do you want to increase brand awareness for your law firm? Drive traffic to your website? Convert leads into clients? Nurture your potential new clients? Knowing what you want to achieve will help you determine the type of content and messaging you should use in your campaign. Not all emails should go to the same landing page. Some should have their own dedicated page to drive leads with a clear call to action. 


  1. Create a list of contacts. The best way to get the most out of email marketing is to have a list of contacts who are interested in hearing from you: AKA, your database. You can create this list by collecting contact information from past and current clients, or by gathering leads from your website or other marketing efforts.


  1. Draft catchy subject lines. The subject line is one of the most important elements of an email campaign, as it determines whether or not someone will open the email. Make sure your subject lines are catchy and relevant to the content inside the email. Don’t just say “click here” and don’t focus 100% on how great your firm is. Meet your audience at their level and speak to them in a way that answers the questions to their problems. 
  2. Write engaging content. Once someone has opened your email, you need to keep them engaged by writing interesting and relevant content. Be sure to vary the type of content you send (e.g., articles, videos, case studies) and use call-to-action buttons (e.g., “Learn More,” “Download Now”) to encourage recipients to take action.


  1. Test and measure results. Test different versions of your emails before sending and along the way in your email marketing strategy plan. This will help you determine which emails are resonating with your audience and which ones need improvement.

5 email marketing trends to follow in 2022

Email marketing is constantly changing and evolving, making it incredibly important to keep up with the latest trends. If you want to stay ahead of the competition, email marketing is one area you need to focus on. By following these trends, you’ll be able to keep your email marketing campaigns fresh and effective. 

Here are 5 email trends to watch out for in 2022:


  • Personalization will be key. With so much spam email being sent, recipients will appreciate emails that are personalized to them. This means using their name in the subject line and body of the email, and tailoring the content to their interests. Personalized content is one of the most effective ways to increase engagement and ROI. According to Campaign Monitor, personalized emails produce 6x the open rate and 5x the click-through rate than non-personalized emails. So make sure to personalize your emails as much as possible, using the recipient’s name, location, and other demographic information.


  • Segmentation will also be important. By segmenting your email list, you can send more targeted and relevant emails. This means that your email open and click-through rates will be higher, and you’ll be able to better nurture leads. Keeping accurate records of your database is huge. By using a CRM, you could organize your database and segment your list efficiently.


  • Automation will continue to grow in popularity. Automated email campaigns can save you a lot of time, and they can be very effective. If you’re not already using automation, now is the time to start.



  • Mobile should not be ignored. It’s easy to think that emails are mostly associated with desktops. The fact is that the growth in mobile devices (smartphones has lead to a change in the types of email businesses and marketers focus on.

Maximize your value

Email marketing is one of the most effective ways to reach and engage your clients and community. It allows you to reach a broad base of clients, other lawyers, and folks in your community. It’s effective and quick: Compared to other forms of marketing, email campaigns can be built and maintained with little hassle. On top of this, the segmentation and statistics allows you to really target a specific audience.

Are you using email marketing for your law firm? If not, let us know how we can help you make the most of this powerful tool. Our agency focuses exclusively on helping lawyers and law firms grow their practice. Give us a call at (786) 505-2667 or click here to schedule a consultation.

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