7 Best Practices for Law Firm Lead Nurturing Emails | Good2bSocial media

[author: Noreen Fishman]

Well-planned lead nurturing strategies play an important role in securing new customers. Building a relationship with prospects and guiding them through each stage of the sales funnel requires multiple marketing tactics – with email lead nurturing at the forefront. A lead nurturing email is a message sent to contacts as they move through your company’s sales funnel, with the goal of guiding them to become customers. Effective prospecting emails for law firms will engage and attract the reader and drive interaction with your firm.

If your firm is hoping to implement or refine an email lead nurturing process, be sure to keep these best practices in mind when creating law firm lead nurturing emails.

1. Offer valuable information and real expertise

It’s important that you offer something substantial to your prospects from the get-go. Many email marketers think of lead nurturing campaigns as mini blog posts. Items with topics like “Top Considerations for…” or “5 Steps to…” are likely to generate interest and provide information that your prospects will find useful.

Position your communications as if you were a recognized expert in your field and aim to teach recipients something new. You’d be surprised how eager people will be to receive your email when they know they’ll be receiving some useful new information.

2. Reduce topics to one per email

Each empowering email should focus on a single hot topic and include a compelling call to action. In this phase, it is important to keep the content of the emails closely related to the subject that initially aroused the interest of the prospect.

It is also essential to ensure that the content provided corresponds to the appropriate stage of the sales funnel. For example, if someone downloads an article about creating an estate plan, chances are they’re in the research phase. Send them content that provides additional answers, not material more appropriate for the bottom of the funnel, like specific case studies. Seek to resolve issues with the material you send, but don’t overwhelm email recipients.

3. Be concise

To put it simply: keep things short and sweet. Ideally, a prospect can take a look at your email and within seconds be able to tell what value it will bring them.

Information overload can happen quickly in an email. Adding busy graphics, links to unrelated content, or multiple calls to action will only confuse readers and distract. In some cases, it’s okay to have longer emails if the word count really helps you connect with prospects better. But in most cases, a shorter email will be better received.

4. Plan the email flow carefully

A well-rounded campaign will gently guide prospects through your sales funnel. For example, the first email sent on first contact should be educational in nature. Subsequent emails should balance providing useful information with more conversion opportunities.

As the lead progresses through the funnel, they should have more opportunities to interact with your business and take more actions, such as downloading a white paper or signing up for a webinar. Work with your business development team to understand what constitutes a sales-ready lead, then build your campaigns accordingly.

5. Pay attention to email performance

Various forms of testing will be key to the success of your messaging strategy. Test each campaign, then monitor metrics to see which version worked best and where to optimize. Try A/B testing, try new subject lines or times of day, different content, etc. Regularly review the click-through rate and unsubscribe rate.

A successful email campaign should have an unsubscribe rate of less than 5%. If you see numbers climbing, it’s time to re-evaluate your strategy. Be proactive to understand how campaigns are received and make changes to improve future performance.

6. Personalize as much as possible

You need to segment prospect lists and send different types of emails to different groups. You should also add more personalization where you can, using knowledge of who the manager is and their interaction with your business so far.

Ideally, you use tools and software that allow you to see if a prospect has registered for events, signed a previous contract with your company, etc. How long has it been since you heard from your company and what was that communication? All of this context should inform how you communicate with a prospect, and contacts should be able to tell when they read your emails that you’re seeing their “big picture.”

7. Be loyal to your brand

Even small businesses have voice, personality, and brand elements that need to be consistent across all email campaigns. Make sure every email you send represents your business well and adheres to brand guidelines. Use each touchpoint as an opportunity to build familiarity over time and build lasting relationships.

Anatomy of a lead nurturing email

Now that you’ve reviewed some of the best practices for running email lead nurturing campaigns, think about how you’ll compose each individual email.

Here are some best practices to keep in mind when running campaigns:

  • Document the purpose of each email.
  • Personalize both the greeting and the subject line.
  • Address specific pain points. Ask yourself, “What problem will this content help solve?” »
  • Include testimonials or other social proof.
  • Provide compelling research or statistics (we consider these “knowledge bombs”).
  • Include a CTA.
  • Make sure your unsubscribe button is present and visible.
  • Tracking – i.e. make sure you understand what happens once the email is sent. Track metrics, see who opened emails and what they clicked on, and more.


Remember that a potential customer’s first interaction with your business is only the beginning of your relationship. A first interaction can kick-start a long and productive partnership, provided you do everything possible to nurture the prospect through your sales funnel. Effective law firm lead nurturing emails are one of the best channels to stay top of mind with future clients, build trust, and demonstrate expertise.

About Bernice Dyer

Check Also

Seven heavyweights converge on $4.5 billion Mediclinic deal

Seven leading international and South African law firms are advising on the £3.7 billion ($4.49 …