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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:

  1. Educational Emails – “5 Estate Planning Mistakes to Avoid”
  2. Story-Based Emails – Client success stories or lessons from past cases
  3. Engagement Emails – Polls, surveys, or Q&A invites
  4. Authority Emails – Feature firm awards, media appearances, or testimonials
  5. 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:

  1. Problem – Identify a common legal issue (e.g., “Are you prepared for tax season?”)
  2. Promise – What the reader will gain (e.g., “5 legal tips to save money”)
  3. Timeframe – Why it’s urgent (e.g., “These tax laws change next month!”)
  4. Specificity – Use concrete examples
  5. Simplicity – Avoid legal jargon, keep messages clear
  6. Credibility – Highlight expertise, past results, and testimonials
  7. 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.

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.

✅ 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.

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.

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 Set Up a Review System like Birdeye or ReviewLead using GoHighLevel Automation: Step-by-Step Guide

Collecting customer feedback is essential for any business that wants to grow and build credibility. Reviews not only help potential customers make informed decisions but also improve your business’s reputation. But manually managing reviews can be time-consuming. That’s where automating the review process comes in. In this blog, we’ll walk you through setting up an automated review system in GoHighLevel to streamline feedback collection, manage negative experiences, and boost your positive reviews.

Let’s dive into the step-by-step process of setting up this system to automatically gather and manage reviews for your business.

Creating a Custom Review Link

The first step to automating your review process is creating a custom review link that you can share with your customers. This link will direct them to your review page.

  1. Log into your GoHighLevel account.
  2. Navigate to Settings and click on Domains.
  3. Add a subdomain specifically for reviews. We recommend using something like reviews.yourdomain.com.
  4. Verify the DNS settings with your provider (e.g., GoDaddy, Namecheap) by adding the required CNAME record. Once verified, your domain is ready for use.

Designing a Thumbs-Up/Thumbs-Down Review Page

Next, you’ll need to create a simple review page where users can indicate if they had a good or bad experience. This will allow you to filter feedback based on customer satisfaction.

  1. Go to Sites > Websites and create a new page.
  2. Design the page with two simple buttons: Thumbs-Up for positive feedback and Thumbs-Down for negative feedback.
  3. Add a thank-you message above the buttons, expressing appreciation for their time.

Example text: “Thank you for choosing us! Your feedback helps others find trusted businesses like ours.”

Redirecting Positive Reviews to Google

If a customer clicks on the thumbs-up button, you’ll want to direct them to leave a review on your Google Business profile.

  1. Go to your Google Business Profile and copy the direct link for leaving a review.
  2. In GoHighLevel, select the thumbs-up button, set the action to open a URL, and paste the Google review link.
  3. Save your changes.

Now, anytime a customer has a positive experience, they’ll be directed to leave a review on Google!

Creating a Bad Experience Feedback Page and Staying Google Compliant

One of the most important steps in building an automated review system is handling negative feedback effectively. For this, GoHighLevel allows you to create a separate page for customers to share their bad experiences, ensuring you receive private feedback and maintain Google compliance.

Step 1: Create a "Tell Us About Your Bad Experience" Page

After setting up your main review request page, it’s time to add a dedicated page for customers who didn’t have a positive experience. Here’s how to do it:

  1. Navigate back to Websites in GoHighLevel, and select the Request Review site.
  2. Create a new page named “Tell Us About Your Bad Experience.” You can create the URL path as something like /sorry/tell-us-more to keep it simple.
  3. For the design, start with a blank, full-width layout. Add a single-column section where you’ll include your logo and a headline, such as:
    • “Please tell us about your experience with our company.”

Step 2: Add a Feedback Form

ext, you’ll need to collect detailed feedback about their bad experience. Here’s how to add a form:

  1. Add a form element to the page that asks for basic information, such as First Name, Last Name, Phone, Email, and a multiline text box for them to describe their experience.
  2. Customize the form’s submit action by selecting Form Builder, then under Options, set up a message that thanks the customer for completing the form. Example message:
    • “Thank you for taking the time to share your feedback. A member of our team will be in touch shortly.”

This ensures the customer feels heard and reassures them that their concerns are being addressed.

Step 3: Linking the Bad Experience Option

After creating the feedback page, link it to the “I had a bad experience” button on your main review page. Follow these steps:

  1. Copy the URL of your bad experience page.
  2. Edit your main review request page, go to the “I had a bad experience” image, and set the action to go to website URL.
  3. Paste the URL of the bad experience page and save your changes. Now, when a customer clicks on “I had a bad experience,” they’ll be directed to your feedback form.

Step 4: Staying Google Compliant

Google requires that all customers, including those with bad experiences, be given the option to leave a public review. To comply with this:

  1. On the bad experience page, add a text link at the bottom that says:
    • “No, thank you. I would like to leave a review.”
  2. Link this text to your Google review page. Be sure to open the link in a new window, so customers don’t lose their place on your feedback form.

Step 5: Publish and Test

Once you’ve set up everything, preview your pages to ensure they function correctly. Customers should be able to navigate smoothly between the review request page and the bad experience page. For the final step, publish your changes and test the system.

With this setup, you’ve created an effective way to privately manage negative feedback while still complying with Google’s requirements for review collection.

By ensuring that negative feedback is handled internally while still allowing customers to publicly review your business, you can address concerns privately and maintain your reputation. This is a critical component of building trust with your customers and ensuring you’re continuously improving.

Creating Review Request Automations

Now that your review pages and forms are set up, it’s time to implement automations that will simplify the process of collecting reviews. Automations help you send reminders and requests without manual effort, ensuring that you stay engaged with your customers and gather more reviews.

1. Creating the Review Request Emails and SMS

To keep your review requests polite but effective, we recommend sending three emails and one SMS over the course of a few days. Here’s a breakdown of what each email and text message should include:

  • Email 1 (Day 1):
    Subject: Thank you for placing your trust in us
    Body:
    • Thank the customer for their business and offer to answer any questions they may have.
    • Ask them to take a moment to leave a review and provide a direct link to the review page.
    • Example: “Would you take a moment to review us at the link below? Your review will help others find the best service for their needs.”
  • Email 2 (Day 3):
    Subject: Just a reminder and a thank you
    Body:
    • Remind the customer about your review request and thank them again for their trust.
    • Reiterate how their review will help others in the market find your services.
    • Include the review link again.
  • Email 3 (Day 6):
    Subject: One last reminder
    Body:
    • Let the customer know that this is the final reminder and that you won’t send any more review requests.
    • Provide the review link and mention how their feedback helps others.
  • SMS (Day 1):
    Message:
    • Keep it short and simple: “Hi, [Company Name] here. Just wondering if you could take a moment to leave us a review. [Insert Link]”

Each email and SMS should include a review link to make it easy for customers to click through and leave their feedback.

2. Automating Review Requests

Now that your messaging is ready, it’s time to build the automations in GoHighLevel:

  • Step 1: Create a Workflow
    Go to Automation > Create Workflow, and start from scratch. Name this workflow something like “Review Request Automation.”
  • Step 2: Trigger the Workflow
    You can trigger the workflow by adding a tag to the customer’s profile after they’ve completed a service with you. For example, you can create a tag called “Request Review.” When the tag is added, the workflow starts.
  • Step 3: Send the SMS
    Once the workflow starts, send the first SMS message, asking the customer to leave a review.
  • Step 4: Wait for 15 Minutes
    Add a 15-minute wait to see if the customer responds by clicking the review link. If they do, the automation ends. If not, proceed to the next step.
  • Step 5: Send Email 1
    If the customer hasn’t clicked the link in the SMS, send the first email request with the review link.
  • Step 6: Wait for 3 Days
    Wait for three days to see if the customer clicks the review link in the email.
  • Step 7: Send Email 2
    If they haven’t left a review yet, send the second email reminding them to review your business.
  • Step 8: Wait for 3 More Days
    Wait another three days to give the customer time to click the review link.
  • Step 9: Send Email 3
    Send the final reminder, letting the customer know it’s their last chance to leave a review.

3. Creating Trigger Links

To stop sending review requests once a customer has completed a review, you need to create trigger links:

  • Step 1: Go to Marketing > Trigger Links, and add a link to your review page.
  • Step 2: Name the link something like “Request Reviews” and save it.
  • Step 3: Use this trigger link in your emails and SMS messages. When the customer clicks on it, the automation will stop sending further review requests.

4. Internal Notifications for Bad Experiences

Finally, set up a separate workflow for handling bad experiences:

  • Step 1: Create a new workflow called “Bad Experience Submitted.”
  • Step 2: Set the trigger as the submission of the bad experience form.
  • Step 3: Assign an internal notification to alert your team when someone submits the form. The notification can include the customer’s name, email, phone number, and their feedback so your team can follow up quickly.

Launch Your Review Request System

Once you have your workflows, trigger links, and messaging set up, your automated review request system is ready to go. Now, you can start tagging customers and collecting reviews effortlessly, all while handling negative feedback with care.

With everything in place, your business will enjoy more customer reviews and valuable feedback, which can help boost your online presence and improve customer satisfaction!