If your law firm’s email strategy begins and ends with a “Happy holidays” message, you're likely missing a huge opportunity. Because while you’re busy juggling deadlines, opposing counsel, and a teetering mountain of intake forms, you could also be building lasting relationships and client loyalty with just a few smart emails.

41% of law firms use email newsletters, according to a 2022 ABA Tech Report. That’s up from just 26% in 2020. So, while more firms are dabbling in email, very few are using full-on marketing campaigns — things like drip sequences, automation, and lifecycle tracking — to actually turn leads into clients.

This is your cue to stop treating email marketing like a someday project and start ensuring you have a sound strategy in place to turn leads into clients today. 

Why Following Up (Quickly) With Leads Is Your Firm’s Secret Weapon

Generating leads costs significant time and money. Letting them sit in your inbox? That’s like buying front-row seats and never showing up to the game.

Following up via email (or automatic responders) doesn’t just keep your firm top-of-mind. It builds trust, increases conversion rates, and helps you stay professional and organized. It’s especially helpful when a client’s legal issue is stressful or complex (read: nearly always).

Even a quick “Just checking in” or “Here’s what happens next” email can be the nudge they need to hire you over the attorney who ghosted them after intake.

Use CRM Tools That Actually Work

Not to name names (okay, we’ll name one: Smokeball), but using a legal customer relationship management system (CRM) built specifically for law firms changes the email game.

A legal CRM helps you:

• Keep track of contacts and communication history
• Segment leads by case type or urgency
• Automate follow-up messages
• Personalize outreach at scale

In short: Your clients expect timely, thoughtful responses. Your CRM should help you make that effortless.

If you’re still relying on sticky notes, inbox searches, or good ol’ memory, it might be time for an upgrade. Smokeball’s legal CRM brings order to the chaos and makes email marketing not just possible — but powerful.

Automate the Follow-Up (Without Sounding Like a Robot)

Manually sending follow-up emails is a one-way ticket to burnout (and missed opportunities). Automation is your new best friend because it’s fast, reliable, and never takes a vacation.

Take some time to set up the following:

• A welcome series for new leads
  This is your digital handshake. A short sequence of emails that says, “Glad you reached out — here’s who we are, how we work, and what to expect next.” It builds trust and shows you're organized right out of the gate.
• Drip campaigns for different practice areas
  Think of this as slow-and-steady nurturing. A curated set of emails spaced out over days or weeks, tailored to specific case types. For estate planning, for example, this might mean a short sequence on topics like “FAQs about Writing Your First Will” or “What to Consider Before Creating a Trust.”
• Check-ins after key milestones
  Don’t ghost your clients after the consultation. Set automated messages for when someone books a meeting, signs a retainer, or even hits a quiet patch in their case. A quick “We’re on it” goes a long way.

With a few well-planned automations, your email system becomes a behind-the-scenes assistant by following up, staying friendly, and never dropping the ball. You’re still the brains of the operation, but now you’ve got much-needed backup.

Understand the Client Lifecycle (Without a Spreadsheet)

Every client journey has stages: inquiry, consultation, engagement, resolution, referral (hopefully). Email helps you show up at the right time with the right message.

Track how and when clients interact with your emails to:

• Spot drop-off points (which you should research and ultimately solve for)
• Time follow-ups better by understanding when is the best time to send
• Tailor content for each phase

Tracking email engagement — like open rates and clicks — can give you valuable insight into what’s working and what’s falling flat. The better you understand the lifecycle, the easier it is to guide leads from “I think I need a lawyer” to “This is the lawyer I’m hiring today.” And when you see opportunities to improve your email sequences, it will only help your results.

Subject Lines & CTAs: Skip the Legalese

Subject lines should spark curiosity, not confusion. They should make the recipient want to read on. Think:

• "What to expect after your consultation"
• "3 mistakes to avoid in your custody case"
• "Your case is moving — here’s what’s next"

Avoid: "Important communication regarding your legal matter pursuant to previous correspondence." Nobody’s opening that.

Same with your calls to action. Be clear, specific, and give them a reason to take the next step.

• “Book your free consultation — let’s talk about what’s possible in your case.”
• “Download your estate planning checklist to avoid the most common (and costly) mistakes.”
• “Reply to this email with your questions — you’ll get answers straight from an attorney.”

Avoiding Email Fatigue: Quality > Quantity

More isn’t always better when it comes to email. Bombarding your contacts with daily newsletters or sending seventeen updates about a single hearing date is a fast track to the dreaded “unsubscribe” click — or worse, the spam folder. 

Set clear expectations about how often you’ll be in touch, so clients and leads aren’t caught off guard by an influx of communications. Every email should offer real value, answering a common question, sharing important updates, or providing useful resources that make their legal journey easier. 

And don’t forget the simple courtesy of an easy unsubscribe option. Per the CAN-SPAM Act, unsubscribe links may not be legally required in purely transactional emails. But they are a must for any promotional or marketing content — and a smart way to keep your audience engaged and your list healthy. 

Turn Leads Into Clients One Email at a Time

Email marketing isn’t just another task — it’s a powerful way to build trust and turn leads into loyal clients. Timely, thoughtful follow-up often makes the difference between a lost lead and a long-term client.

With targeted, automated emails, your firm stays top of mind without overworking your team. Clear subject lines, strong calls to action, and well-timed messages create a helpful, engaging conversation — not a sales pitch.

Tracking client engagement helps you send the right message at the right time. It’s about meaningful connections, not inbox overload. Try Smokeball and automate your follow-up. 

Book a free demo to explore smarter email marketing and practice management tools.