Top Email Marketing Campaigns Every Family Law Firm Should Consider

When it comes to email marketing, every industry is different. In the retail industry, for example, email campaigns are likely to be about products you viewed on a website, what was left in your cart, and so on. Or if the industry is financial services, you’ll likely receive educational content on topics like financial literacy, investment tips, etc. The point is, that your email campaigns are going to look different depending on what industry you’re in. But what is the one thing they all have in common? Nurturing the prospect based on where they are in the customer journey. At the core of all quality email marketing campaigns is the awareness of what stage a client or potential client is in.

What do we see when we take a look at the family law industry? We see a unique industry where trust, professionalism, and empathy are paramount. Crafting effective email campaigns in this field requires a careful tone and an awareness of each individual’s unique situation, while still nurturing clients based on their position in the customer journey. Family law firms can benefit significantly from email marketing campaigns that communicate effectively with potential and current clients. From following up with leads who’ve shown interest to staying connected post-case, these campaigns nurture relationships, increase engagement, and can even help boost referrals. Here are some top email marketing campaigns every family law firm should consider to enhance their digital presence and strengthen client relationships.

1. No-Contact Follow-Up Campaign

It’s common for potential clients to reach out to a family law firm but then go silent, often due to uncertainty, a change of heart, or unexpected life events. A No-Contact Follow-Up campaign provides a gentle, respectful reminder of your firm’s services and keeps the door open for re-engagement.

The campaign can span several emails, spaced over a few weeks or even months, offering value without overwhelming the recipient. The focus should be on understanding and empathy—reassuring potential clients that your firm is here to help when they’re ready.

Sample Emails:

• 1st Email: The first email should simply be a check-in on the client. You want to follow up with them to let them know you’ve reached out and are available whenever they’re ready.
• 2nd Email: The messaging in your 2nd email should change to be informative and helpful. It could focus on common challenges faced in family law situations, such as navigating a divorce or understanding your custody options. Whatever you choose the topic to be, make sure to include a relevant resource to add value.
• Final Email: When you near the end of your email sequence (whether that be 16 emails or 2 emails) this is when you really need to drive home the invitation to the client. You can offer a quick consultation to answer their questions and include a scheduling link. You may or may not have included scheduling links in all of the emails leading up to this final email, and that’s completely fine. What is important is to remember is leaving them with a final opportunity to reach out so that they can reference it if they ever need to revisit it.

2. Follow-Up Campaign for Interested Clients

Your follow-up campaign to interested clients is arguably the most important email sequence you will have. The client that falls into this category is one who has expressed interest in booking a consultation but has not yet scheduled. They’re different from the no-contact clients that have ignored at least one call without following up. These potential clients have shown more interest and are thus more likely to become clients.

This campaign should strike a balance between encouragement and respect for their decision-making process. It’s helpful to segment these emails based on the lead’s specific needs, such as divorce, custody, or support cases.

Sample Emails:

• First Email: A thank-you email acknowledging their interest and inviting them to reach out with any questions. Share a few recent testimonials from clients in similar situations to establish trust.
• Second Email: Provide an FAQ or a blog post addressing common concerns and misunderstandings related to their legal situation. This could include topics like “What to Expect in a Custody Dispute” or “How to Prepare for a Divorce Case.”
• Third Email: An offer for a consultation at a convenient time. This email can highlight your firm’s experience and commitment to easing the legal process, reminding the client why your firm is uniquely positioned to support them.

3. Case Closed Sequence

Your client has reached the end of their case and it’s time to wrap it up, but the end of a legal case doesn’t necessarily mean the end of the relationship. Your Case Closed Sequence maintains a connection with these clients and fosters goodwill. From a business perspective, this stage is very important in increasing your chances of generating repeat customers, upselling your services, gathering referrals, and boosting reviews.

It’s easy to see all the ways this stage could benefit your firm, but what’s most important is to make clients feel appreciated and reaffirm your support for them as they navigate life post-case. Even if you don’t drum up the potential business just mentioned, you can at the very least, remain top of mind and a source of valuable knowledge.

Sample Emails:

• Closing Email: This message should express gratitude towards the client. It’s a good idea to mention any important items they’ll need to follow up with and provide your company’s phone number or email for easy contact should they have any questions.
• Follow-Up Email: After the case has been settled for a little bit, now is the time to check in and see how they’re doing. It’s also a good opportunity to ask for feedback, which could boost your online ratings.
• Resource Offering: A month or two after the case has closed is the perfect time to offer helpful resources to the client. The best way to do this is to inform them of other services that your firm offers. You can provide a special discount to former clients or simply inform them of the services while offering a helpful resource like a blog post or guide on life post-divorce.
• Check-In: In your final email, you want to give the client an opportunity to reach out. This could be 6-months after their case, a year after their case, or whenever makes the most sense for your firm. It shows them that you have not forgotten about them and are here should they need any other services or have any questions about their case.

4. Opt-In Follow-Up Sequence for Downloadable Content

Offering a valuable resource—like an e-book, webinar, or informational guide—in exchange for an email address can help grow your firm’s email list and provide clients with resources tailored to their needs. Using automation to follow up with leads who download this content keeps your firm on their radar and can convert passive readers into clients.

The follow-up sequence should continue the conversation started by the downloaded resource, offering related tips and a call to action. This can be highly effective for potential clients in the early stages of seeking legal help, as it allows you to build rapport before they’re ready to make a decision.

Sample Emails:

• First Email: A welcome email thanking them for downloading the content, with an emphasis on your firm’s expertise. Reinforce the resource’s value and offer to answer any specific questions they might have.
• Second Email: A deeper dive into a topic related to the resource. For example, if they downloaded a guide on “Understanding Custody Rights,” provide further insights or links to blog posts on similar topics.
• Third Email: A testimonial or case study from a client who faced a similar situation. This email can build credibility and gently prompt the recipient to consider scheduling a consultation.
• Final Email: A clear call-to-action, encouraging them to take the next step if they’re ready. This email should highlight the benefits of working with your firm and make it easy to schedule a meeting.

Final Thoughts

Effective email marketing campaigns can help family law firms nurture client relationships, encourage engagement, and build a strong foundation of trust and credibility. By focusing on campaigns tailored to different stages of the client journey—from initial interest to case closure and beyond—your firm can position itself as a valuable resource for both potential and past clients.

Implementing these email marketing strategies allows family law firms to maintain relevant and timely communication, reinforce client trust, and ultimately foster stronger, long-term connections. For a deeper dive, check out our free e-book, 5 Email Sequences Your Law Firm Can’t Live Without, packed with actionable strategies for every step of the client journey. (Just a heads-up: you might get a few friendly follow-up emails of our own once you download it!)

Partnering with a marketing agency experienced in legal services, like Cardinal Concepts, can simplify the process and help you maximize the potential of these campaigns. Contact Cardinal Concepts today if you’re ready to take your email marketing to the next level.