Best Email Marketing Software for Lawyers

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Email marketing software for lawyers

Email marketing software for lawyers is important as they make sending targeted and personalized emails to clients a lot easier. This type of law firm marketing software can significantly boost your law firm’s brand recognition, improve client relationships, and attract new clients.

Using email marketing software for lawyers means you don’t always need a dedicated marketing team to execute successful email marketing campaigns. With the right knowledge and the right email marketing software, your law firm can start sending personalized and targeted content to your legal clients today. 

In this blog post, we’ll cover the best email marketing tools available for legal professionals. Also, we’ll discuss key features lawyers should look out for. Finally, we’ll cover email marketing best practices you can implement in your law firm’s marketing strategies.

Which email marketing software Is best? 

With the sheer number of email marketing software options for lawyers, it can be daunting when you’re first starting. Some legal client intake and CRM software like Clio Grow also let you create email drip campaigns. The best solution for you will depend on various factors including the size of your law firm, budget, and feature preferences and needs. 

Here is a list of the most popular email marketing solutions to get you started. To learn more about each tool, check out our in-depth reviews of each solution.

Mailchimp Logo

Mailchimp: The most popular and user-friendly option that does not require technical expertise. 

campaign monitor logo

Campaign Monitor: A solid all-around option with the core email marketing features small to medium law firms need.

active campaign logo

ActiveCampaign: A robust option for law firms wanting to execute complex drip campaigns and targeted advertising. Drip campaigns are automated emails you can send to clients to get them to take a particular action.

AWeber: An affordable but basic option for smaller law firms that only need simple automation features.

SendPulse: A quality option with exceptional phone, email, and 24/7 live chat support for all subscription plans.

MailMunch: An affordable option for law firms that primarily need lead capture forms.

Moosend: A solid option with a free plan that includes up to 1000 subscribers and unlimited email sends. Their different plans offer affordability with capabilities of up to 15 personalized lines per lead.

hubspot logo
HubSpot: A robust tool for sophisticated marketing needs, but is more expensive than others on this list.

Mailshake: A great tool for cold email outreach to generate leads. 

GetResponse: A fully-featured solution with powerful email testing tools.

What are the most important features of email marketing software for lawyers?

Email editor and templates

Since you are a lawyer and not a designer, you shouldn’t need to try learning HTML to create beautiful, user-friendly emails. The best email marketing software for lawyers should include a drag-and-drop email editor that allows you to easily craft emails with little technical expertise. Additionally, you should look for a solution that includes a large library of email templates. As a busy legal professional, you’ll find that these email templates will help you create professional-looking emails faster and more easily. 

automation conveyor belt


Once you have crafted your professional emails, it is time to send them to your clients. The email marketing solutions we included above are email automation tools that offer automation features. That way, you can create a series of emails (or multiple series) that clients will automatically receive at different times. You’ll find that this will save you a lot of time from manually sending email newsletters to your law firm clients. The best email marketing software for lawyers should allow you to create multiple email drip campaigns that send multiple targeted emails to your legal clients based on their behavior. Automation can make it easier to keep clients in the loop and get updated information from them.  For example, intellectual property lawyers might find email automation useful when  IP docketing deadlines are looming. 

Learn more about email automation (and email automation tools) from Mailchimp.


Once you send your emails, you want to make sure they successfully reach your clients’ inboxes. The best email marketing software for lawyers have strong reputations for deliverability (the success rate at which your emails get delivered to your email subscribers’ inboxes).

Deliverability features to look out for

law firm focus
  • Can you automatically remove email contacts that experience hard bounces? Hard bounces occur when the email fails to successfully deliver to your email subscriber’s inbox and there is a permanent reason why the email failed to deliver.
  • Can you send emails through a dedicated IP address versus a shared IP address? With a dedicated IP, your law firm’s emails are sent through a private IP that is only associated with your sender address. A shared IP hosts several companies on one email server. Typically, a dedicated IP address is better. This is because your company will not be negatively affected by the poor marketing habits of other companies. 
  • Is there dedicated click tracking? You want your domain to appear on click-tracking links vs. a default domain offered by your email marketing solution. When you use click-tracking links with a default domain, you are sharing this domain with potential spammers. This could cause your legitimate emails to be marked as spam. 
  • Can you analyze deliverability performance? Many solutions include reporting and analytics that help you improve your law firm’s email deliverability—by monitoring important metrics like open and click-through rates. 
  • Can you include a double opt-in in your emails? When a recipient subscribes to an email list, they receive an additional email confirming their subscription. 
  • Email authentication: The ability to configure domains to allow your servers to adhere to authentication protocols (DKIM, SPF, DMARC). While understanding each protocol is a bit complicated, you should know that email authentication allows your recipients to receive fewer spam and phishing emails.  


Most email marketing software includes a variety of tools to measure the performance of your marketing campaigns. As we will cover later in this article, there are several key performance indicators (KPIs)—like open and click-through rates—you should consistently monitor. With a solid understanding of these KPIs, you can see what is and isn’t working in your email marketing efforts. Additionally, these analytics should inform your strategy for future campaigns. 


You should look for an email marketing solution that seamlessly integrates with the other solutions in your legal tech stack. Most importantly for law firms, your email marketing solution should integrate with your legal practice management and CRM platforms. This ensures your workflows are as efficient as possible. You don’t want to waste time transferring data back and forth between your legal tech tools. 

Mailchimp is one of Clio’s many third-party integrations. Software integrations offer the flexibility to use the solutions you have already or wish to implement easily. 

How to send effective marketing emails to law firm clients

In addition to choosing the right email marketing software for lawyers, you need to know the best practices for executing effective email marketing campaigns. While there isn’t a single list that applies to all law firms, keep these in mind as a general starting point for your email marketing efforts:

Have a clear goal for each email marketing campaign

law firm website goal

Make sure you aren’t sending one-size-fits-all emails to every client in your contact list—you don’t want to waste your email marketing efforts by ending up in spam folders. The key to a successful email campaign is sending targeted and personalized emails to the portion of your clients that it is most relevant for. 

The first step to creating personalized emails is securely collecting data from your clients and storing that data into your email marketing solution. Information that you can collect include:

  • Name
  • Phone number
  • Location
  • Last interaction date
  • Last case date
  • Position in matter pipeline
  • New or existing client

Once you have collected this data, import them into your email marketing solution. Collecting this type of data is simplified through client intake and CRM solutions, like Clio Grow

You can segment your contacts to create different email lists based on the data you have collected. For example, you could create a different list for new leads, old leads, new clients, one-off clients, and recurring clients. Now, you can send targeted content that is most relevant for each list.

Keep each email clear and concise

According to the Nielsen Norman Group, people do not read emails like they read books. They read in an “F” pattern, scanning your emails for call-to-actions and skipping over the copy. Therefore, it is vital to create concise emails and keep content focused on 1 call-to-action. Here are general rules to follow for email length published by leading email marketing solution, Campaign Monitor

  • The ideal subject line length is between 28 to 50 characters
  • Preheader text length should be between 40 to 100 characters
  • CTA length should be between two to five words
  • Keep email copy length between 50 to 125 words

Pay attention to the user experience

Optimize your law firm’s emails for any device or inbox that your clients use. To do this efficiently, there are software tools that simplify the testing and previewing process. 

Emails will appear differently depending on the device your client uses to view your content. That’s why you need to preview emails on both desktop and mobile devices before you send out your email campaign. Most email marketing solutions include a preview feature that allows you to do this easily. 

Also, emails can appear differently depending on the email service provider (Gmail, Yahoo, etc.) that your client uses. Therefore, you need to optimize your inbox display before you begin your email campaign. Solutions like GetResponse, have built-in testing tools that allow you to view how emails appear on 5 popular email service provider inboxes. If your email marketing solution doesn’t include an email testing feature, you can use a third-party platform, like Email On Acid.

Always monitor and measure results

legal analytics

As we mentioned above, consistently monitoring analytics is necessary to understand the performance of your marketing efforts. Here are some of the most important KPIs that you should track. 

  • Open rate: Tracks how many clients opened the email you sent.
  • Click-through rate: Tracks how many clients clicked on links in your email.
  • Conversion rate: Tracks how many people clicked on a link and performed a desired action.
  • Bounce rate: Tracks how many clients didn’t receive your email.
  • Number of unsubscribes: Tracks how many clients unsubscribe to your automated emails.
  • Spam complaints: Tracks the number of clients that mark your emails as spam.

You’re ready to select the best email marketing software for lawyers 

Email marketing software is a powerful tool that law firms of any size can leverage to improve their businesses. There are a variety of solutions available today (including email automation tools) with useful features you can use to execute a successful law firm email marketing campaign. Keep in mind that email marketing takes practice and learning how to effectively use these software platforms can take time. However, these solutions can add immense value to your firm’s marketing efforts and easily a positive ROI move for most law firms today. 

Note: The information in this article applies only to US practices. This post is provided for informational purposes only. It does not constitute legal, business, or accounting advice.

Categorized in: Marketing

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