Recently, we’ve been discussing how effective email marketing can be. Anyone who has worked with us or has read this blog knows how strongly we encourage people to send an e-newsletter at least once a month. It’s a means of staying top of mind and driving referrals. But let’s shift gears for a moment and talk about other forms of email marketing. There are a lot of things you can learn that can also be incorporated into your own legal marketing.
General consumers get ~20-40 promotional emails a day, whereas professionals and business owners get upwards of 70. You know exactly the ones I am talking about. Odds are, you delete most of them without reading or opening them. Though you may see them as useless junk, marketers track these diligently.
For instance, in 2023, a “birthday email” had a conversion rate of .72%. What happens when someone visits a website, puts something in their cart, and then leaves? These people often get reminder emails, and these had a conversion rate of 2.56% in 2023.
Now that you have a general idea of the conversion rates, it’s important to highlight that one type of email is significantly more successful than others. “Back in stock” emails had a conversion rate of 5.84%.
Yes, this is still a legal marketing blog, and law firms will likely never send this type of email. However, the principles behind the back-in-stock email apply to legal marketing—even if your focus is to stay top of mind and drive referrals.
Create Urgency Around Real Opportunities
The best ecommerce emails often create a sense of scarcity—limited stock, flash sales, or expiring discounts. While law firms aren’t selling physical products, you can still introduce urgency by pointing out real deadlines or time-sensitive issues. For example, you might alert clients to upcoming changes in legislation or court filing deadlines. You can also create a sense of exclusivity by offering limited slots for free consultations, webinars, or other time-bound services.
It’s not about manufacturing pressure—it’s about helping your audience take action when timing matters. When clients feel like they’re being informed instead of sold to, they’re more likely to stay engaged.
Build Anticipation by Offering Consistent Value
One reason back-in-stock emails work is that people are waiting for them. That sense of anticipation can also be built into your legal email strategy. Readers look forward to your emails when your firm consistently provides helpful, practical content.
You can build this anticipation by creating multi-part content series or teasing upcoming resources. For example, an estate planning attorney might offer a three-part email series on updating wills, or a business lawyer might share exclusive commentary on a new regulation. When readers expect value, they keep opening your emails—and they’re more likely to think of your firm when someone needs legal help.
Lead with Useful, Shareable Content
The most effective emails don’t always sell—they inform. (This is why we don’t encourage our clients to include things like recipes in their newsletters. Yes, they inform—but they do not convey the right kind of credibility.) Product review emails convert well because they offer insights, not just promotions. In legal marketing, this translates to emails that answer common questions, explain recent legal changes, or provide actionable tips.
When your content is genuinely helpful, your audience is more likely to forward it to others, bookmark it, or follow up with questions. That helps you stay top-of-mind and increases the likelihood of referrals. Don’t underestimate the power of consistency—regular, helpful emails reinforce your firm’s credibility over time.
Let Us Handle Your Email Marketing
Your email newsletter is one of the simplest and most effective tools for staying connected to your audience, growing your referral network, and positioning your firm as a reliable source of information. Schedule a Discovery Call with our team—we’ll help you build a strategy that keeps your audience engaged and your firm top-of-mind.
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