IFTS, Inc. Blog

The Ultimate 13-Point Email Marketing Checklist for Law Firms in 2025

Are you using email marketing to help grow your firm?

If not, you are missing out on a LOT more business.

Email marketing is one of the most powerful tools that law firms have. It allows them to engage current clients, establish authority with both clients and prospects and it helps generate leads.

With ever-increasing competition and digital trends changing almost constantly, attorneys need a strategic and planned approach to maximize the effectiveness of their emails.

Enter this 13-point checklist!

We are going to show you key strategies that your firm should implement to build an email marketing system that works for YOU – converting prospects into clients and building your relationship with existing clients with ease.

✅ 1. Send Consistent and Valuable Emails

Consistency is THE KEY when it comes to email marketing.

You should be sending at least one high-quality email per week…and maybe more.

Why?

It helps your firm maintain visibility with current clients and builds up trust with prospects on your email list.

So, What Should Law Firms Email About?

Legal insights on popular cases in the news and industry updates
Case studies and success stories, staying within your attorney-client privilege guidelines
Answers to frequently asked legal questions
Updates about your firm’s services, awards, and recognitions
Common legal mistakes and how to avoid them
Additional services that you offer current clients
Videos that you have created (Wanna know how to create these videos? Check out our article on video content creation for law firms!)

When you provide this valuable, expert content, your firm will remain top-of-mind when the need for legal services arises.

✅ 2. Automate Follow-Ups for Leads and Clients

When you receive a lead from your website or ads, how fast do you get back to the person?

People like to see a reply right away and this doesn’t always happen.

In fact, many potential queries that attorneys receive never are followed up with because they get lost in the day-to-day shuffle. Email automations help keep these prospects engaged.

Key Automated Email Sequences For Law Firms:

Consultation Follow-Ups: If someone books a call but doesn’t show up, send a friendly reminder.
Website Submission Sequences: When someone submits via your website, immediately send them an email to let them know that you will be in touch shortly, then send them information about your firm over the next few days.
Lead Nurturing Sequences: If a potential client downloads a legal guide but doesn’t reach out, send a series of emails explaining how your firm can help.
Case Progress Updates: Keep existing clients informed with automated updates on their legal matters.

Automation ensures that no potential client falls through the cracks. You can even add yourself and your team into the email sequence. Using GoHighLevel? Here’s a step by step guide to creating an email sequence.

✅ 3. Make Sure Your Emails Reach the Primary Inbox

If you are landing in spam or in the promotions tab, it will substantially reduce your firm’s open rate. To have your email show up in the primary tab, you need to improve your email deliverability.

How A Law Firm Can Improve Email Deliverability:

Authenticate emails with DKIM, SPF, and DMARC records within your DNS records. Typically, your email sending program will give you the records to add (Here’s how to add those DNS records)
Do not use spam trigger words like “free consultation” or “guaranteed win” within your email subject or text
Get the recipients to reply and engage, which signals to email providers that people want to receive emails from you
Use a recognizable sender name (e.g., “John Doe, Esq.”) instead of a generic firm name

Better deliverability means higher open rates, more engagement, increased conversions, and more clients!

✅ 4. Plan Your Firm’s Email Content in Advance

When you have an email plan, you are able to send consistently with a sequence of topics that make sense. You’ll never find yourself scrambling to send a last-minute email with low quality.

How to Generate Endless Email Ideas:

Use your website FAQs to expand on your original answer
Talk about any legal updates in the news and explain how they might impact clients
Highlight your firm’s success stories and talk about any time you are in the news
Discuss additional legal services that you offer that clients and prospects may not be aware of

By creating a plan with a proactive approach, your law firm will always have compelling emails ready to send.

Want to ensure your law firm’s emails are engaging, effective, and converting prospects into clients? Download your FREE 7-Point Email Success Checklist to craft high-performing emails that drive results.

✅ 5. Use High-Performing Email Formats

Not all emails are created equal.

Stick to formats that have already been proven to engage your legal clients. You want your open rates to be as high as possible so you stay in that Primary Email tab.

Five Effective Email Types for Law Firms:

Educational Emails – “5 Estate Planning Mistakes to Avoid”
Story-Based Emails – Client success stories or lessons from past cases
Engagement Emails – Polls, surveys, or Q&A invites
Authority Emails – Feature firm awards, media appearances, or testimonials
Conversion Emails – Promote consultations, webinars, or legal services

Mix up these email types to keep your clients and prospects interested and engaged.

✅ 6. Master the 7-Point Checklist for Email Success

Don’t just write emails to write emails. You want to be sure that they are successful at accomplishing your goals.

These successful emails should include:

Problem – Identify a common legal issue (e.g., “Are you prepared for tax season?”)
Promise – What the reader will gain (e.g., “5 legal tips to save money”)
Timeframe – Why it’s urgent (e.g., “These tax laws change next month!”)
Specificity – Use concrete examples
Simplicity – Avoid legal jargon, keep messages clear
Credibility – Highlight expertise, past results, and testimonials
Relatability – Speak in a way your audience understands

Following this structure improves engagement and response rates, which ultimately will get you more clients and grow your business.

✅ 7. Write Subject Lines That Get Opened

You only get one chance to make a first impression.

This applies to emails as well. Your subject line determines whether your email gets read or moved to the trash. Make sure that you have high-impact subject lines that pique curiosity.

High-Impact Subject Line Examples For Law Firms:

“Do You Actually Need a Lawyer for This?”
“3 Common Contract Mistakes That Could Cost You Thousands”
“How a Simple Will Saved This Family Years of Legal Trouble”
“Don’t Sign That Contract Until You Read This”
“How To Protect Your Business From A Lawsuit – Fast!”

As you can see, curiosity-driven subject lines increase open rates significantly. Open a loop in the reader’s mind that they can only close by reading the emails.

✅ 8. Repurpose and Refresh Old Content

Stop reinventing the wheel!

Look at your emails from years past. Which ones performed the best?

Take those and update them for the current year. Then, you can re-send them to get similar high-performing rates.

How to Repurpose Emails For Law Firms:

Change the subject line or update it with the year
Update statistics or case examples
Add a different or new call to action
Add an image, gif or meme

By tracking the emails that perform well, you can maximize your firm’s best content and save time.

✅ 9. Leverage SMS Alongside Email

Is your firm sending out text messages to clients?

Many law firms ignore SMS marketing, but it’s a highly effective tool for follow-ups and appointment reminders.

Best Uses for SMS in Legal Marketing:

Consultation reminders
Court date reminders
Urgent legal updates
Webinar invitations

Did you know that SMS has a 98% open rate?

By sending texts, you can all but ensure that clients will see your most important messages. By improving your communication methods, you are also at a lesser risk of legal malpractice claims.

✅ 10. Build a 30-Day Email Plan

It’s really easy to create a 30-day email plan using an Excel spreadsheet or even a Word doc. This helps to ensure consistency, keeps your audience engaged, and prevents last-minute scrambling for content. Start by mapping out a mix of educational, promotional, and engagement-focused emails to maintain variety and value.

Example Weekly Email Schedule For Attorneys:

Monday: Legal tip or case study
Wednesday: Story-based email about a past client success
Friday: Call to action (consultation, webinar, etc.)

When you plan everything in advance, you can align your schedule with seasonal trends, firm events and more. Also, having a set schedule helps you track email performance over time, so you can adjust based on engagement and response rates.

✅ 11. Track Email Results and Optimize Results for Growth

As Peter Drucker says, what gets measured, gets managed.

This applies to email results as well. Measuring performance is crucial to improving email effectiveness.

Key Metrics to Track:

Open rates
Click-through rates
Response rates
Conversion rates

To refine your strategy every month, you’ll want to try A/B testing subject lines, CTAs, and email formats.

✅ 12. Grow Your Email List with Smart Strategies

To grow your firm, you’ll want to continue adding to your email list over time. The more people that receive your emails, the more chances that you have to get clients and referrals.

Best List-Building Strategies for Law Firms:

Offer free legal guides or pdf checklists on your website in exchange for a prospect’s email
Host webinars or Q&A sessions monthly
Try to be a featured guest on legal podcasts
Run lead-generation ads on Facebook and LinkedIn offering free consultations or downloads.
Cross-promote with financial advisors, real estate agents, and business consultants.
Use exit-intent pop-ups to capture visitors before they leave.
Collect emails at industry conferences, bar association events, or local business meetups.

A growing email list means more potential clients engaging with your firm.

✅ 13. Make Unsubscribes Work for You

A big question that we get from attorneys is “What if we are bugging people with these emails?”

Most people will just unsubscribe from your list, which is what you want.

Losing subscribers isn’t always a bad thing.

How Your Law Firm Can Benefit from Email List Unsubscribes:

Direct them to follow your firm on LinkedIn or YouTube instead
Offer a “less frequent emails” option
Include a final offer before they leave (e.g., “Need legal help? Schedule a free call before unsubscribing!”)

Believe it or not – strategic handling of unsubscribes can still lead to new clients!

So, What Now? How Can My Law Firm Start Sending Effective Emails?

Email marketing is one of the most cost-effective ways for law firms to attract and retain clients. By implementing these strategies—consistent emails, automation, high-performing content, and deliverability best practices—your firm can build stronger client relationships and grow in 2025.

Content Marketing in 2025: Essential Strategies for Law Firms to Attract and Retain Clients

Content marketing strategies are evolving rapidly! It seems like we hear about a new AI tool or social media trick every week.

Is your law firm doing everything you can to stay ahead of the curve to remain competitive?

In 2025, the strategies that are successful will embrace dynamic, client-focused personalization. With the rise of AI-generated content and the sheer volume of information online, standing out requires more work than ever before – clarity, authenticity, and a willingness to adapt.

Let’s discuss the best content marketing strategies that are working for law firms right now.

Step 1 - Be Clear About What You Want Your Prospect To Do Next

A huge shift that we are seeing with law firms is the importance of your call to action (CTA). Typically, attorneys will put our informative and educational blogs and videos with the hope that people will contact them.

This no longer will work…unless you add a specific CTA.

Every piece of content your law firm creates should guide prospects towards a specific next step. These steps can include:

Scheduling a consultation
Downloading a helpful guide (pdf) on a specific topic
Requesting a phone call
Registering for a webinar on the topic of their choice

For example, if your firm writes a blog about bankruptcy, a strong CTA may ask readers to download a free “The 5-Step Bankruptcy Plan” pdf or schedule a free 15-minute consultation with the attorney.

When you guide a prospective client through a structured journey on your website (and YouTube channel), you are much more likely to convert readers into clients. This journey is called a “sales funnel” and is now essential to growing your business.

Step 2 – You Need A “Face” For Your Business

The internet has made it so easy to make law firms a “digital-first” world. However, human interaction can be a great difference-maker!

Use your firm’s blog, social media and YouTube channel to educate and build trust. Then, offer a real human interaction to close the deal. Potential clients often like to connect with attorneys face to face before making a legal decision.

A popular way to do this would be to host a live Q&A session weekly using webinar software, like Zoom. This will allow people to interact with the attorneys directly.

As an example, a law firm that specializes in divorce may host a live webinar on “Understanding Custody Agreements” where participants can submit questions in real time.

These sessions allow you to accomplish multiple goals at one time:

Showcase your expertise
Build actual connections with potential clients that foster trust
Get a list of questions that people have about a particular topic, which makes your marketing easy (create videos and blogs that answer each of the questions)

By combining high-quality content with opportunities for face-to-face interaction, your law firm can create a more engaging and client-focused experience.

Step 3 - Create A Shared Place To Keep Content Ideas

Ideas for content for your blog and videos often come from real-life interactions and observations. This not only applies to you, but your paralegals and staff as well.

So, where should you keep all of these ideas?

A shared folder or document usually does the trick!

Create a shared repository where everyone in the office can jot down ideas, stories or inspiration when they happen. A spreadsheet normally works very well for this purpose. It’s even better if this spreadsheet is located in the cloud and can be accessed via mobile device. Another program that can be used easily for this is OneNote or EverNote.

For instance, if an attorney has a unique experience in court or encounters a common client question, they can record it immediately. These notes can later be transformed into blogs, social media posts, or even video scripts.

By having this system in place, no ideas will go unforgotten! It also makes sure that your firm always has a steady stream of new relevant topics that should resonate with their audience.

Step 4 - Personal Branding Is A Must

In 2025, a strong personal brand is more valuable than ever. Clients often choose law firms based on trust, and having a recognizable, authoritative brand helps establish that trust.

Attorneys should focus on building their individual reputations through podcast interviews, media features, and speaking engagements. Winning awards or being quoted in reputable publications not only boosts credibility but also improves SEO for your website.

For example, if a law firm’s managing partner is frequently interviewed on local news about criminal defense cases, it signals expertise to both search engines and prospective clients.

Encourage your team to actively participate on platforms like LinkedIn by sharing insights, engaging with industry news, and showcasing successes.

Step 5 - Keep On Testing

You are never “done” with your content marketing. Because the internet and social media are so dynamic, what it takes to be successful changes all of the time. The most successful law firms experiment with different formats, posting times, and messaging to determine what resonates best with their audience.

For example, test whether short-form videos about legal tips perform better than long-form articles. Experiment with posting blogs on weekdays versus weekends or using different tones in your email campaigns.

Tools like Google Analytics and social media insights available with the social media platforms can help track what’s working and where to pivot. Look at views, clicks, impressions and more to see what’s the best strategy for you.

The key is to remain agile and open to change. Regularly review your content metrics and refine your strategy accordingly.

Step 6 - Refresh Content Regularly

Stale content can kill your website’s engagement (and your SEO).

In 2025, law firms must consistently refresh their content to maintain audience interest. New content also satisfies Google’s SEO algorithms.

However, we don’t have to reinvent the wheel – you just need to repurpose and update the content that you already have created!

For example, any firm that deals in tax law has it easy. If they wrote a blog called “Tax Brackets for 2022”, they can update it with the new numbers for 2025. Not only that, they can point out the differences and offer insights as to why things may have changed this way. Once the update is done, it then gives a reason to share it again with your audience.

An example of something you could repurpose would be if your firm had a video and you turned that into a blog by using the transcript.

Regularly updating your content not only improves its relevance but also signals to search engines that your website is active.

Step 7 – Be Spontaneous!

Being authentic is a powerful tool in your marketing toolbelt…and it’s easy for prospects to see.

Some of the most engaging content comes from spontaneous moments, like an attorney’s reaction to a recent legal development or a quick tip shared after being in court. Encourage your team to create on-the-spot content using their cell phones.

For instance, a real estate lawyer might record a short video explaining the implications of a new zoning law while walking through a recently rezoned neighborhood. This type of unpolished, real-time content often resonates more with audiences because it feels genuine and relatable.

Content marketing in 2025 requires law firms to be intentional, innovative, and client centered. By focusing on clear calls to action, human interaction, personal branding, and agility, your law firm can not only attract more clients but also establish long-term trust and authority.

Remember, the online landscape is constantly evolving and it’s hard to hit a moving target.

Regularly review your strategies, adapt to new trends, and always prioritize the needs of your clients. With these approaches, your firm can position itself as a leader in the competitive legal market.

In the spirit of this article, here is our CTA – If you need help creating a 2025 content marketing strategy, please complete the form below. IFTS specializes in helping law firms get more clients using videos, blogs, social media and more!

How To Create A Video Content Creation Strategy For Your Law Firm

In today’s digital-first world, potential clients are increasingly seeking trustworthy, knowledgeable professionals online before making decisions.

For attorneys, creating a video content strategy is not just a marketing trend—it’s an essential tool for building trust, showcasing expertise, and standing out in a competitive field. A well-executed video can provide you an edge over your competitors who rely solely on text-based content or static images, allowing you to connect with prospective clients in a more personal and impactful way.

However, a successful video content strategy doesn’t just happen overnight…

This guide will walk you through creating a robust video content specifically for your law firm. By the end, you’ll have actionable steps to position your firm as a trusted advisor and attract the right clients to your practice.

Why Video Content Matters for Attorneys

1. Builds Trust with Prospects

Legal services often require a high degree of trust.

A video allows potential clients to see you, hear your voice, and get a sense of your personality. This can be incredibly reassuring for someone deciding whether to hire you.

In fact, many people are more likely to trust an attorney they’ve “met” through video over one whose presence is limited to a static headshot and bio. By addressing client concerns and demonstrating your expertise on camera, you position yourself as approachable and credible—qualities that are invaluable when clients are choosing an attorney.

2. Sets You Apart from Competitors

The legal industry is saturated, and many attorneys still haven’t adopted video marketing.

By creating high-quality, informative videos, you differentiate yourself from competitors who rely solely on written content. A video provides a dynamic medium to tell your story, share client testimonials, and explain complex legal concepts in an accessible way.

3. Enhances Search Engine Optimization (SEO)

Search engines prioritize video content.

In fact, YouTube is the world’s second largest search engine (and Google owns it). Including video on your website or social media platforms can significantly improve your search rankings, driving more traffic to your practice’s online presence. Google’s algorithms favor video because it increases time spent on a page—a key factor in ranking. They also like to see you using their tools.

Steps to Develop a Video Content Strategy for Your Law Firm

1. Define Your Firm’s Goals

Before creating any video content, identify what you want your firm to achieve. Common goals for attorneys include:

Educating potential clients about legal processes
Answer commonly asked questions
Building trust and credibility
Driving traffic to your website
Generating leads

Align each video with a specific goal to ensure your efforts are focused and measurable.

2. Know Your Client

Your content should speak directly to your ideal client. Consider their needs, questions, and concerns. For example:

Family law clients may want guidance on custody battles or divorce proceedings.
Corporate clients might need advice on contracts or government compliance.
Personal injury clients could benefit from an explanation of the claims process.

By understanding your audience’s pain points, you can create videos that resonate and provide real value. You’ll also let your audience get to know you.

3. Plan Your Content Topics

Develop a list of topics that align with your expertise and your audience’s needs. Here are a few ideas:

“5 Things to Know Before Filing for Divorce”
“How to Handle a DUI Charge in [Your State]”
“Understanding Your Rights After a Workplace Accident”
“First 5 Steps to Take When Starting a Business”

Aim for a mix of educational, FAQ-style, testimonial and client-centric videos to cover a broad range of interests.

4. Choose the Right Format

There are several video formats you can use to engage your audience. These include:

Explainer Videos: Simplify complex legal concepts.
Client Testimonials: Showcase real success stories to build credibility.
Q&A Sessions: Answer frequently asked questions in a conversational tone.
Behind-the-Scenes Videos: Humanize your practice by showing your team, office environment or office events, like parties.

5. Invest in Quality Production

While you don’t need a Hollywood-level production, quality matters. Here’s what to prioritize:

Lighting and Sound: Ensure your videos are well-lit and free from background noise. Consider buying a microphone that will easily connect to your phone.
Professional Editing: Clean edits, transitions, and on-screen text can elevate your content. Check out this article on costs associated with video editing and more for your firm
Clear Messaging: Write a script or outline to stay concise and focused. You can use a teleprompter app on your phone to record the video easily

6. Optimize for Multiple Online Platforms

Your videos should be tailored for the platforms where your audience is active:

Website: Embed videos on your homepage, service pages, testimonial pages or within blog posts.
YouTube: Use this platform as your video hub and where you upload everything. Optimize titles, descriptions, and tags for SEO. Try using tools like SEMrush or ChatGPT to figure out the best keywords to target.
Social Media: Share short, engaging clips on LinkedIn, Facebook, and Instagram. Want some ideas for what to post? Check out this article on law firm social posts.
Email Campaigns: Include video links in newsletters or client outreach emails.

Each platform has its own best practices, so adjust your content accordingly. For example, keep LinkedIn videos professional and concise, while Instagram can be more casual and visually engaging.

How to Build Trust Through Video

1. Be Authentic

Avoid using overly technical jargon or reading from a script robotically. The most effective marketing has a seventh-grade education level (or below).

Instead, speak naturally and convey genuine concern for your clients’ needs. Authenticity fosters trust and makes your content more relatable.

2. Showcase Your Expertise

Position yourself as an authority by sharing insights and actionable advice. This doesn’t mean giving away free legal consultations but rather addressing common concerns or misconceptions. For instance:

Explain what to expect during a court appearance.
Outline the steps in a legal process like estate planning.
Talk about your opinion on an ongoing case that is in the news in your area

3. Include a Call-to-Action (CTA)

Every video should end with a clear next step for your audience. Examples include:

“Visit our website to learn more.”
“Schedule a free consultation today.”
“Download our free guide on [topic].”

A strong CTA encourages viewers to take immediate action, moving them closer to becoming clients.

4. Leverage Testimonials

Client testimonials are incredibly powerful. Hearing from satisfied clients can reassure potential clients that they’re making the right choice. Consider creating video testimonials that highlight your expertise and successful outcomes.

Measuring Success and Refining Your Strategy

To ensure your video content strategy is effective, track its performance using these metrics:

Views and Engagement: How many people are watching your videos? Are they liking, commenting, or sharing?
Website Traffic: Is your video driving more visitors to your site?
Lead Generation: Are viewers converting into consultations or inquiries?
Phone Calls: Is your firm receiving more calls for consults?

Use analytics tools like YouTube Insights, Phone number tracking like CallRail, Google Analytics, and social media analytics to gather data.

Based on the results, refine your approach by experimenting with new topics, formats, video lengths, or social platforms.

Final Thoughts on Your Firm’s Video Content Strategy

In an industry where trust and expertise are paramount, video content offers attorneys a unique opportunity to connect with potential clients on a personal level. By creating a thoughtful, well-executed video content strategy, you can set yourself apart from competitors, build lasting relationships, and ultimately grow your practice.

Start small, focus on authenticity, and continuously improve based on feedback and performance. With the right approach, your videos can become a cornerstone of your marketing efforts, helping you reach and resonate with your target audience like never before.