Law firms face unique marketing challenges in 2025. Lawyers must balance strict ethical guidelines with the need to maintain client relationships, generate referrals and win new business in an increasingly competitive marketplace. Email marketing delivers an average return of $36 for every $1 spent, making it one of the most cost-effective channels for legal professionals.
The right email marketing platform helps law firms automate client communications, nurture leads during the onboarding process, and stay top of mind with referral partners without sacrificing billable hours.
HubSpot powers email marketing for law firms worldwide. Law firm Campmany Abogados increased its visitor-to-lead conversion rate from under 1% to 4% and increased clients sevenfold in just four months. This article compares the seven best email marketing tools to help lawyers automate client communications and grow their practices. Read more to find the right tool for your business.
Table of contents
What is Email Marketing for Lawyers?
Email marketing for lawyers involves strategically communicating with current clients, potential clients, and referral sources through targeted email campaigns that effectively reach and engage these audiences. Law firms use email marketing to nurture leads during the client intake process, share legal insights that demonstrate expertise, provide case updates, and nurture relationships that lead to referrals. Effective email marketing for lawyers combines legal advertising compliance, data protection, and personalized messaging that inspires trust.
Comparison Table: Email Marketing Tools for Lawyers
|
Email marketing tool |
Best for |
Key Features |
Prices |
Average rating |
|
HubSpot |
Law firms need CRM integration |
All-in-one platform, advanced automation, CRM sync, analytics |
Free plan; paid from $15/month |
4.5/5 |
|
Mailchimp |
Sole proprietors and small businesses |
User-friendly interface, templates, basic automation |
Free plan; paid from $13/month |
4.4/5 |
|
ActiveCampaign |
Companies requiring advanced automation |
Sophisticated workflows, segmentation, CRM functions |
Starting at $29/month |
4.5/5 |
|
Constant contact |
Event-driven legal marketing |
Event management, social media integration, simple interface |
Starting at $12/month |
4.1/5 |
|
Brevo |
Budget-conscious small businesses |
SMS marketing, transactional emails, automation |
Free plan; paid from $25/month |
4.5/5 |
|
GetResponse |
Companies with webinar needs |
Webinar tools, landing pages, automation |
Starting at $19/month |
4.3/5 |
|
Moosend |
Budget-conscious small law firms |
Intuitive interface, automation, reporting |
Free plan; paid from $9/month |
4.7/5 |
Best Email Marketing Software for Lawyers
Choosing the right email marketing platform helps lawyers maintain consistent communication with clients and referral partners while focusing on billable work.
1. HubSpot
HubSpot is best for: Law firms looking for a complete marketing and CRM solution
HubSpot offers email marketing tools integrated with customer relationship management to help law firms automate marketing while effectively managing customer relationships. A Houston-based law firm improved team productivity by 25% and reduced time spent on non-billable activities by 40%. after implementing HubSpot.
Key HubSpot features:
- Integrated CRM and email platform – HubSpot combines contact management with email marketing, allowing lawyers to track every client interaction from initial contact to case closure without having to switch between systems.
- Legal-specific workflows – Create automated email sequences for customer onboarding, case status updates, and post-case follow-ups to maintain communication without manual effort.
- Advanced segmentation and personalization – Target specific practice areas, case types, or client stages with personalized content that demonstrates relevant expertise and builds trust with potential clients.
HubSpot Pricing:
2. Mailchimp
Best suited for: Solo practitioners and small law firms with limited budgets
Mailchimp offers easy-to-use email marketing tools that make creating campaigns easy for lawyers without extensive marketing experience. Mailchimp’s versatility, integration options, and ease of use make it a solid option for law firms seeking CRM-linked email marketing.
Key Mailchimp features:
- Integration of legal practice management – Direct integration with Clio, MyCase and PracticePanther automatically syncs new contacts, enabling immediate marketing to potential customers.
- Drag and drop email builder – Pre-built templates and intuitive editing tools allow lawyers to quickly create professional emails without any design knowledge.
- Audience segmentation – Organize contacts by practice area, case type, or client status to send targeted communications that stay relevant.
Mailchimp Pricing:
- The free plan includes up to 500 contacts and 1,000 monthly email sends
- Essentials: $13/month for 500 contacts with basic automation
- Standard: $20/month for 500 contacts with advanced automation and A/B testing
- Premium: $350/month for 10,000 contacts with advanced segmentation
3. ActiveCampaign
Best suited for: Law firms that require sophisticated automation and customer support
ActiveCampaign offers powerful automation features that enable law firms to create complex client journey workflows. ActiveCampaign seamlessly combines email marketing, automation and CRM features, making it ideal for lawyers looking for integrated marketing solutions.
Key ActiveCampaign features:
- Advanced marketing automation – Create sophisticated drip campaigns that automatically guide prospects through consultation scheduling, document submission, and engagement processes.
- CRM with pipeline management – Track leads through all intake stages while automating follow-up communications based on customer actions and engagement levels.
- Forward-looking sending – ActiveCampaign’s AI determines optimal send times for each recipient, increasing open rates and engagement with legal marketing content.
ActiveCampaign Pricing:
- Lite: $29/month for 1,000 contacts with basic automation
- Plus: $49/month for 1,000 contacts with CRM and advanced automation
- Professional: $149/month for 2,500 contacts with predictive shipping
- Enterprise: Individual pricing with dedicated support
Learn more about ActiveCampaign
4. Constant contact
Best suited for: Law firms host seminars, CLEs and client events
In addition to email campaigns, Constant Contact also specializes in event marketing, making it valuable for law firms that regularly host educational events. Constant Contact helps businesses automate personalized emails based on customer interactions, including cart abandonment features that can be customized for service requests.
Important constant contact functions:
- Event management tools – Create invitations, manage registrations, sell tickets, and handle check-in for legal seminars, continuing legal education events, or customer appreciation meetings.
- Social media integration – Schedule posts on Facebook, LinkedIn and Instagram directly from the platform while creating coordinated marketing campaigns across all channels.
- List growth tools – Leverage SMS signups, Google Ads integration, and Facebook lookalike targeting to expand your contact database with qualified prospects.
Constant Contact prices:
- Lite: $12/month for 500 contacts with basic email features
- Standard: $35/month for 500 contacts with automation and event marketing
- Premium: $80/month for 500 contacts with advanced features and SEO tools
- 60-day free trial and 30-day money-back guarantee
Find out more about Constant Contact
5. Brevo
Best suited for: Small law firms require email and SMS communication
Combining email marketing with SMS capabilities, Brevo allows law firms to reach clients across multiple channels while maintaining budget-friendly pricing.
Key Features of Brevo:
- Transactional email features – Send automated appointment confirmations, case status updates, and document arrival notifications to keep clients informed throughout their legal matter.
- SMS marketing integration – Reach customers via SMS for time-sensitive communications such as court date reminders or urgent document requests.
- Advanced contact segmentation – Create detailed contact segments based on interest in practice area, case status, or engagement history to deliver highly relevant communications.
Brevo prices:
- The free plan includes 300 emails per day
- Starter: $25/month for 20,000 emails
- Business: $65/month for 20,000 emails with marketing automation
- Enterprise: Individual pricing with advanced features
6. GetResponse
Best suited for: Law firms conduct educational webinars
GetResponse offers comprehensive marketing tools, including webinar hosting, making it ideal for lawyers educating potential clients through online presentations.
Key GetResponse features:
- Integrated webinar platform – Offer training webinars on legal topics to up to 100 participants, generating leads while demonstrating expertise in your field.
- Landing page builder – Create high-converting landing pages for case evaluation forms, consultation bookings, or downloadable legal guides without coding knowledge.
- Automation workflows – Design email sequences triggered by webinar participation, consultation requests, or website behavior to effectively nurture leads.
GetResponse Pricing:
- Email Marketing: $19/month for 1,000 contacts
- Marketing Automation: $59/month for 1,000 contacts with advanced automation
- Ecommerce Marketing: $119/month for 1,000 contacts with ecommerce features
- 30-day free trial available
7. Moosend
Best suited for: Budget-conscious small law firms
Moosend offers powerful email marketing features at competitive prices, making advanced automation accessible to sole proprietors and small businesses.
Key features of Moosend:
- Intuitive email editor – Design professional legal marketing emails with easy drag-and-drop functionality and responsive templates that display correctly on all devices.
- Behavioral automation – Trigger email sequences based on customer actions such as form submissions, email opens, or link clicks to effectively nurture leads.
- Real-time analytics – Track email performance with detailed metrics like opens, clicks, and conversions to refine legal marketing strategies.
Moosend prices:
- Free plan for up to 1,000 subscribers
- Pro: $9/month for 500 subscribers with unlimited emails
- Enterprise: Individual pricing with advanced features
- 30-day free trial for paid plans
Benefits of Email Marketing Software for Lawyers
Email marketing platforms address specific challenges law firms face when maintaining client relationships and generating new business:
Time efficiency through automation – Lawyers maintain billable hour requirements while automated email sequences nurture leads, update clients on case progress, and nurture relationships with referral sources without requiring manual effort on every communication.
Cost-effective lead generation – Email marketing generates one of the highest ROIs in digital marketing, with a return of $36 per $1 spent. This makes it more economical than paid advertising while delivering targeted messages to qualified prospects interested in specific legal services.
Compliance and professionalism – Purpose-built email marketing platforms help lawyers maintain ethics by managing opt-in consent, providing clear opt-out options, and adhering to professional communications standards required by bar associations.
Customer relationship management – Built-in CRM capabilities track every client interaction, ensuring attorneys stay informed about client needs, follow up consistently, and provide attentive service that generates referrals and positive reviews.
Measurable marketing performance – Detailed analytics show which areas of activity generate the most interest, which messages resonate with potential customers, and which campaigns lead to consulting bookings, enabling data-driven marketing decisions.
7 Key Features of Email Marketing Software for Lawyers
When choosing email marketing software, lawyers should prioritize features that meet the unique needs of legal services marketing:
- Integration of legal practice management – Seamless connection with practice management software such as Clio, MyCase or PracticePanther eliminates duplicate data entry and ensures marketing communications remain in sync with customer records.
- Advanced segmentation features – Organize contacts by specialty interest, case type, referral source, or client status to provide highly relevant content that demonstrates expertise in specific legal matters.
- Compliance and data protection features – Built-in tools to manage consent, provide clear opt-out options, and protect sensitive customer information help ensure compliance with ethical standards and privacy regulations.
- Automated workflow builder – Create sophisticated email sequences for customer onboarding, case updates, post-case follow-ups, and referral nurturing without manually sending each message.
- Mobile optimization – 36.6% of emails are opened on smartphones every day. Therefore, mobile-responsive design is essential to reach customers who primarily check their email on mobile devices.
- High delivery rates – Good sender reputation and technical infrastructure ensure that legitimate marketing emails end up in customers’ inboxes rather than spam folders, maximizing campaign effectiveness.
- Detailed analysis and reports – Track open rates, click-through rates and conversion metrics to understand which legal topics interest potential clients and which calls-to-action lead to consultation bookings.
How to Choose an Email Marketing Tool for Lawyers (Step by Step)
Follow this systematic approach to select email marketing software that meets your law firm’s specific needs:
Step 1: Map your current communication processes.
Document how your company currently communicates with leads, customers, and referral sources. Identify repetitive communications that could be automated, e.g. B. Consultation confirmations, emails to onboard new clients, case status updates, or newsletters from referral partners.
Step 2: Identify must-have features.
Based on your practice, determine which features are essential and which are “nice-to-have.” Solo practitioners may value ease of use and affordability, while larger organizations may require multi-user access, advanced segmentation, and CRM integration with existing practice management software.
Step 3: Compare usability and team suitability.
Test platforms during free trials to evaluate the intuitiveness of the interface, the quality of the templates, and determine whether your team can use the software effectively without extensive training. Consider how much time team members can realistically spend on email marketing beyond billable work.
Step 4: Check costs at scale.
Check pricing tiers carefully as costs increase significantly as your contact list increases. Calculate the total cost including contact limits, monthly email sends, and additional fees for features like SMS marketing or inbox preview testing.
Step 5: Choose a flexible platform – like HubSpot.
Choose software that grows with your business and integrates with other tools you use. Legartis reduced cost per lead by 75% and increased the number of marketing qualified leads by 20x HubSpot’s integrated platform demonstrates how comprehensive solutions deliver outstanding results as companies scale their marketing efforts.
How to Create Email Marketing Campaigns for Lawyers
Effective email marketing campaigns for lawyers follow a structured approach that builds trust while demonstrating legal expertise.
Define campaign goals.
Set specific goals for each email campaign, whether it’s generating consulting bookings, educating potential clients about specific legal matters, cultivating relationships with previous clients who may refer new business, or staying on top of referral sources.
Build your email list ethically.
Collect email addresses through website forms, consultation requests, networking events and existing customer relationships. Ensure clear opt-in consent and provide transparent information about email frequency and content to ensure compliance with CAN-SPAM, GDPR and bar association rules.
Segment your audience.
Divide contacts into meaningful groups based on interest in the practice area, current customer status, type of referral source, or level of engagement. Send targeted content that addresses specific legal needs rather than general messages to your entire database.
Create valuable content.
Develop emails that provide real value through legal insights, answers to frequently asked questions, helpful case studies, or practical guides. Avoid legal jargon that confuses non-lawyers and focus on clear explanations that demonstrate expertise while remaining accessible.
Design professional templates.
Use responsive email templates that ensure a professional look on desktop and mobile devices. Add your firm’s branding, clear calls to action, and appropriate legal disclaimers to attorney-client relationships.
Test and optimize.
Run A/B tests on subject lines, send times, and content approaches to find out what resonates with your audience. Monitor metrics like open rates, click-through rates, and consultation bookings to continually improve campaign performance.
Ensure consistent communication.
Set regular sending schedules that keep your business top of mind without overwhelming recipients. Most law firms find success with monthly newsletters, supplemented by targeted campaigns for specific areas of expertise or current legal developments.
Frequently asked questions
What is the best email marketing tool for lawyers?
HubSpot is the best email marketing tool for lawyers because it integrates CRM, email marketing, and automation into a single platform. Campmany Abogados increased its visitor-to-lead conversion rate from under 1% to 4% and increased customers sevenfold with HubSpot. For price-conscious solo practitioners, Mailchimp offers great value with practice management software integration, while ActiveCampaign offers sophisticated automation for companies with complex care needs.
What features should I look for in email marketing tools for lawyers?
Prioritize practice management software integration, advanced segmentation by practice area and case type, compliance features to manage consent and privacy, automation for client onboarding and case updates, mobile optimization for clients checking email on smartphones, high delivery rates to ensure messages reach inboxes, and detailed analytics to track which campaigns generate consultations. CRM features help track every customer interaction, improving relationship management.
Is HubSpot good for lawyers?
Yes, HubSpot is great for law firms of all sizes. A Houston based law firm Improved productivity by 25% and reduced non-billable time by 40% with HubSpot. The platform combines contact management, email marketing, automation and analytics in one system, eliminating the need to switch between multiple tools. HubSpot’s free CRM makes it accessible to sole proprietors, while paid tiers scale effectively as the business grows. The platform integrates with law firm management software and provides workflows specifically designed for client onboarding, case management and referral nurturing.
How much does email marketing software for lawyers cost?
Email marketing software costs vary significantly depending on features and contact list size. For small contact lists with basic features, there are free plans from HubSpot, Mailchimp and Brevo. Paid entry-level plans start at around $10-20/month for 500 contacts, but increase significantly as lists grow. Mid-range plans with automation typically cost $30 to $60 per month, while enterprise solutions can exceed $100 per month. Consider the total cost, including contact limits, monthly sending volume, and additional fees for features like SMS, inbox previews, or additional users. Most platforms offer free trials to test functionality before purchasing.
What are the compliance considerations when email marketing for lawyers?
Lawyers must comply with numerous regulations when conducting email marketing. The CAN-SPAM Act requires accurate sender information, clear opt-out mechanisms, and truthful subject lines. The GDPR applies to emailing to EU citizens and requires explicit consent and easy data access. Bar association rules vary by jurisdiction, but generally prohibit false or misleading communications, require legal disclaimers, and may limit testimonials. Always include unsubscribe links, use professional language, avoid guaranteed results, and keep clear records of consent. Email marketing platforms typically offer built-in compliance tools, but ethical advertising practices remain the responsibility of lawyers.
Meet HubSpot, the best email marketing software for lawyers
HubSpot gives law firms the comprehensive platform they need to automate their marketing, manage client relationships, and efficiently grow their practice.
Why Lawyers Choose HubSpot:
HubSpot enables law firms to automate client communications while maintaining the personal touch that builds trust and generates referrals. The platform allows lawyers to focus on billable work while sophisticated automation nurtures leads, updates clients, and nurtures relationships with referral sources.
Ready to see how HubSpot can transform your law firm’s marketing? Get started with HubSpot today Join thousands of legal professionals who have streamlined their client communications and grown their practices with the industry’s leading all-in-one platform.