Email Marketing Best Practices for Law Firms in 2020 Date: September 2020 The COVID-19 pandemic didn't just change how we work- it fundamentally changed how we communicate. By September 2020, the initial panic had subsided, but the uncertainty remained, forcing law firms to abandon old, aggressive marketing tactics in favor of a more empathetic, value-driven approach. The firms that thrived during this period were the ones who recognized that their email list was their most valuable asset. It was the direct line to clients and prospects who were desperately seeking clarity on everything from employment law changes to estate planning needs. This post outlines the critical email marketing best practices I implemented with my clients to ensure they stayed connected, communicated with compassion, and positioned themselves as indispensable resources. ## The New Imperative: Staying Connected During Lockdowns The sudden shift to remote work and the closure of physical offices and courtrooms meant that traditional networking and in-person meetings vanished overnight. For law firms, this created a massive communication void. Real-World Consulting Experience: I worked with a mid-sized litigation firm in Dallas that relied heavily on local chamber of commerce events and lunch-and-learns. When those stopped, their lead pipeline dried up. My advice was simple: treat your email list like your new networking event. We implemented a weekly "Legal Clarity Check-in" email. It wasn't a sales pitch; it was a short, digestible summary of the week's most important legal news affecting their clients' industries. This strategy of staying connected during lockdowns not only kept them top-of-mind but also generated three high-value consultations in the first month, simply because they were the only firm consistently providing useful information. The key takeaway here is consistency. In a world of chaos, a predictable, helpful email from your firm is a source of stability. ## Empathy Over Everything: The Messaging Shift If there is one lesson the pandemic taught us, it's that tone matters more than ever. A sales-first email in September 2020 is not just ineffective- it's damaging to your brand. My role as a Fractional CMO is often to be the voice of the client, and right now, the client is stressed, uncertain, and looking for a partner, not a vendor. ### Good vs. Bad Pandemic Emails I saw a stark contrast in how firms handled their messaging. | Category | Bad Example (Tone-Deaf) | Good Example (Empathetic) |

| :--- | :--- | :--- | | Subject Line | "Don't Miss Out! Our Lowest Rates Ever on Litigation Services!" | "A Message of Support: How We're Helping Clients Navigate New Employment Challenges" | | Content Focus | Aggressive sales pitch, focus on firm's revenue goals. | Focus on client's pain points (e.g., remote workforce compliance, lease renegotiations). | | Call to Action | "Book a paid consultation now." | "Download our free guide on the CARES Act's impact on small businesses." | The "bad" emails, which I call the "business-as-usual" emails, failed because they ignored the reality of the moment. The "good" emails, however, led with empathetic messaging. They acknowledged the difficulty of the time, explained the firm's remote capabilities, and offered genuine help. This is the foundation of effective Law Firm Marketing right now. ## Value-Driven Content and the Power of Segmentation In the pre-COVID world, a law firm might send a generic newsletter to its entire list. That approach is a liability today. To provide true value, you must provide relevant value, and that requires segmentation. Specific Email Strategies That Worked During COVID: 1. The Bankruptcy/Restructuring Segment: Sadly, many businesses are struggling. We helped firms create a highly targeted segment for business owners and CFOs. The content was purely educational: "Understanding Chapter 11 in the Current Climate," "Navigating Creditor Negotiations." This content was high-value and timely, but crucially, it was only sent to the people who needed it, preventing unnecessary alarm among other clients. 2. The Estate Planning Segment: With the focus on health and mortality, estate planning saw a surge. We segmented clients by age and family status and sent content focused on the practicalities of remote notarization and the importance of digital asset planning. 3. The Employment Law Segment: This was a goldmine of value. Every week brought new rules on FMLA, paid leave, and remote work compliance. We used email to deliver concise, easy-to-read alerts to HR professionals and business owners, establishing the firm as the definitive authority. This focus on value-driven content and hyper-specific segmentation is what separates successful Law Firm Marketing from the noise. It ensures that every email is perceived as a helpful resource, not an intrusion. ## Scaling Communication with Email Automation The idea of a lawyer manually sending thousands of personalized emails is absurd. This is where email automation becomes the unsung hero of the pandemic-era marketing strategy. Automation allows you to deliver timely, segmented, and personalized content at scale, without sacrificing the human touch. Practical, Actionable Advice for Automation: * Welcome Series: Every new subscriber (e.g., someone who downloads a CARES Act guide) should immediately enter a 3-5 email welcome series. The first email delivers the promised content; the subsequent emails introduce the firm's relevant practice area and offer a low-friction next step (e.g., a free 15-minute Q&A call).*

• Re-engagement Campaigns: Many firms had "stale" leads from 2018 or 2019. We used automation to send a gentle, "We know things are busy, but we wanted to share this critical update on [relevant topic]" email. The goal was not to sell, but to re-establish contact with a helpful piece of content. This strategy had a surprisingly high success rate, as many of those old leads now had new, pandemic-related legal needs.
• Post-Consultation Drip: After an initial consultation, automation can send a series of follow-up emails that reinforce the firm's expertise and provide testimonials or case studies relevant to the prospect's specific issue. This keeps the firm top-of-mind during the decision-making process. The beauty of automation is that it frees up your attorneys and marketing staff to focus on the high-touch, complex client work, while the system handles the consistent, empathetic communication that keeps your pipeline warm. ## Conclusion: Looking Ahead The challenges of 2020 have permanently altered the landscape of Law Firm Marketing. The firms that will emerge stronger are those that have embraced email not as a broadcast tool, but as a relationship-building platform. They are the future of professional services marketing. By focusing on the client's needs first, you build the trust and authority that will sustain your firm long after the lockdowns are a distant memory. --- About the AuthorJacovia Cartwright is a highly sought-after Fractional CMO and marketing leader based in Houston, Texas. With a focus on professional services, Jacovia specializes in developing data-driven, empathetic marketing strategies that drive sustainable growth for law firms, accounting practices, and consulting groups. She helps firms transition from outdated, transactional marketing to modern, value-based communication that builds long-term client relationships.