Email marketing and CRM for law firms
Most of a firm’s next instructions are already in its address book: past clients, enquiries that were not ready, referrers who have forgotten you exist. This item turns that list into a database that gets written to on a schedule. Measured in opens, clicks and enquiries booked from email.
A 30-minute video call. The audit document and the 90-day plan.
The enquiry that went cold in an inbox
Someone called in March, was not ready, and was never contacted again. A client from two years ago has a new matter and instructs whoever they saw last. A colleague who used to refer work has stopped, and nobody in the firm noticed. None of that is a marketing problem you can see: it is invisible, it is expensive, and it repeats every month until somebody writes it down.
Newsletter & CRM
A segmented CRM
Clients, live enquiries, cold enquiries and referrers, separated by practice area and territory, with the state each one is in and who is responsible.
A fortnightly newsletter, written and sent
Not a summary of legislation nobody asked for: the two or three things a client of yours would want explained, in the firm’s voice, signed by a partner.
Three automations
The follow-up for an enquiry that did not book, the sequence for the enquiry that did, and the reactivation of a client whose matter closed. Written once, running always.
Confidentiality and GDPR as standard
Lawful basis, consent records, unsubscribes and a data processing agreement. In a firm this is not a compliance chore, it is the minimum.
Intake forms and booking
The route from the web page to the diary, with the qualification questions that stop the wrong enquiry taking a partner’s half hour.
How it runs
- 01
01 · The address book
We collect what exists: spreadsheets, the practice management system, business cards and inboxes. We clean it, deduplicate it and check the lawful basis for each contact.
- 02
02 · Segments
Four lists that behave differently and should never receive the same email: clients, live enquiries, cold enquiries and referrers.
- 03
03 · The calendar
A fortnightly send with the subjects fixed a quarter ahead, so nothing depends on a partner having a free Friday.
- 04
04 · The automations
Three sequences written, tested and connected to the intake form, so the answer no longer depends on who is on reception.
What changes
A past client with a new matter thinks of your firm before they think of a search engine.
The enquiry that was not ready in March comes back in September, on its own.
Referrers stay warm without a partner having to remember to call them.
Every enquiry gets an answer at the same speed, whoever picks it up.
The firm owns a list it can write to, instead of renting attention on a platform.
Who we work with
Personal injury and liability
The speciality of the house: the enquiry that is searched for once and decided in a day.
Family and succession
A long, private decision: the client reads for weeks before anyone calls.
Employment
Two clients in one practice: the dismissed employee and the company that needs a retainer.
Criminal defence
The most urgent enquiry there is, and the one where restraint matters most.
Commercial and tax
A long sale to a board: the retainer is decided months before anyone asks for a proposal.
Boutique firms
Two to fifteen lawyers, one speciality, and no marketing department to run it.
Questions
Can a law firm email its client list?
With a lawful basis, a record of it and a working unsubscribe, yes. Part of the work is exactly that: establishing which contacts can be written to and separating out the ones that cannot.
Who signs the newsletter?
A partner. We write it and it goes out in the firm’s voice under a real name, because a newsletter signed by nobody gets read by nobody.
Do you need access to our case management system?
Not to the matters. We work with contact data and its state, never with the substance of a file. Confidentiality is not something we negotiate around.
What if we already have a CRM?
Better. We work in yours if it can do the job, and we say so plainly if it cannot. Nobody needs a migration for its own sake.
Related services
Book your free audit
A 30-minute video call. The audit document and the 90-day plan.