Email Marketing for Family Law – Part 3 of the Top 5 Family Law Marketing Strategies

Last Updated on September 24, 2021 by

Email Marketing for Family Law Firms

In this section, you’ll learn how to:

  • Turn potential clients into paying clients with email marketing
  • Capture email addresses
  • Segment email lists to acquire even more clients
  • Set up drip campaigns
  • Use the right tools

Why Email Marketing for Family Law Works

When done right, the average ROI of email marketing is $32 for every $1 spent.

Sometimes your prospects need more time to make a decision. Divorces, custody, and other areas covered by family law are sensitive. And by using email marketing, you can steer your prospects towards making the (right) decision: hiring you.

How to Capture Email Addresses

In order to start marketing your services to your (potential) clients, you have to capture their email addresses. Fortunately, there are two simple ways to do it:


Your landing pages should include contact forms where your prospects leave their email addresses. From there, you can sync the forms to your email marketing software.

Lead magnets

Since you’ll mainly use SEO to attract prospects who still need more information, you can offer them a lead magnet: a highly-valuable piece of content.

For example, a guide on what to expect from divorce proceedings.

In it, you could outline the most important parts of the process, as well as necessary documentation. Make sure you reference your own experience and case studies.

Then, set up your landing page in a way that requires your prospects to fill out a form (their email address included) to receive the lead magnet.

Email List Segmentation

If your firm focuses on more than one area of family law, you should segment your mailing list according to particular practice areas.

For example, if you cover divorce and adoption, you should separate people who signed up for divorce from those who signed up for adoption.

The goal is to use your mailing list to turn your prospects into clients, not simply keep them updated on the awards your firm has won (even though that can be beneficial in some cases). Therefore, you should distinguish between different prospects and segment them into specific audience groups.

You can also segment by location, gender, behavior, and much more.

Your criteria depends on your law firm.

If you operate in multiple states, you should have separate lists. Similarly, you can also track user behavior and segment them accordingly.

If they’ve reached out to you by phone but never scheduled a consultation, you can tag them as such.

This way, you’ll know that they have demonstrated interest in your services, and you can customize the emails you send them.

Similarly, if they only downloaded lead magnets, it’s a sign that you should “nurture” them with more information on proceedings, and emphasize the benefits of hiring your attorneys.

Drip Campaigns

When you have segmented your mailing list, it’s time to implement drip campaigns.

A drip campaign is a mailing campaign in which you send prospects materials over a period of time, with the ultimate goal of turning them into a client.

It’s possible to automate drip campaigns.

For example, after a prospect receives the lead magnet email, you could schedule the next email to be sent after a few days, and so on. This way, you’re constantly staying on top of their mind.

Differentiate between prospects

Prospects who didn’t show up for a consultation should receive different emails from prospects who only downloaded lead magnets.

Similarly, divorce prospects should never receive emails about other practice areas.

Instead, everything should be optimized to show them you understand their unique needs.

Improve opens and views

  • Create compelling subject lines. Reference the prospects’ problems and hint at the solution.
  • Use text, but don’t forget about images, videos, and infographics. People skim written content; make it engaging.
  • Formatting is key. Use bold, italics, headings, and break up your paragraphs.
  • Avoid legal jargon. Focus on emotions.
  • Use CTAs. Invite your potential clients to get in touch with you, or reply to your email with their questions.

Selling and educating

Your drip campaign should balance between offering your services to your potential clients, and educating them on the value of having your firm represent them.

For example, you may send a quarterly newsletter talking about the awards and successful cases.

The most successful drip campaigns make the best of both worlds: pitching and education.

If you are looking to set up an email marketing strategy for your family law practice to reach your target audience, contact us today!

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