How To Follow Up Email Leads For Law Firms

How To Follow Up Email Leads For Law Firms

When someone signs up for your email list, they’re interested in what more you can offer them. After all, they decided to keep connected with you outside your law firm website. They might be interested in learning more about your law firm, consuming more of your content, or considering working with you in the near future.

That said, just because you got them to sign up for your email list doesn’t mean they’re set on becoming clients. Some people who sign up for law firm email lists subscribe to keep in touch with you just in case they need you or are about to make their choice.

Hence, it’s important to ensure you’re giving them the best impression and gradually build trust. In addition, you want to make sure that your warm leads eventually convert.

So, for a more successful law firm lead generation strategy, here are a few tips on doing lead follow-ups:

Tip #1: Avoid Generic Emails

Bland emails aren’t going to deliver the best impression. You don’t want your emails to sound like generic ads blasted to hundreds of people.

The easiest way to personalize your emails is by addressing your subscribers by their first name. This is a common tactic employed by almost every email marketing strategy, and you could easily do it with the right tools and email drip services.

Although an address and greeting seem like a relatively small change, it helps make your emails sound more sincere and less like an insistent advertisement.

The same principle should apply if you correspond with a potential law firm lead. Avoid using very dry language, address the potential client by their names, and don’t use template responses. The more human you sound, the more welcoming you’ll come off.

Tip #2: Respond To Inquiries Right Away

Some potential clients are going to send your emails and inquiries. When they do, you want to ensure you get back to them immediately. You don’t want to be known as the law firm that takes days to respond.

Not to mention, some clients will need lawyers as soon as possible. In addition, some of them might be looking into multiple law firms at a time and find one from a list of law firms they’re currently reaching out to. So, you (or someone in your law firm) need to be on the lookout for subscribers responding to your emails or sending you inquiries.

Of course, it’s not always possible to respond mere minutes after every time. However, you also want to ensure potential clients aren’t waiting an entire day just to get a response. An ideal response time would be in a few hours—this means clients who reached out to you in the morning can hear back from you in the afternoon at the latest.

Tip #3: Personalize Your Strategy For Different Leads

Some leads are “cold”, which means these subscribers might not be interested in working with you right now. However, some “warm” leads might be close to hiring you for their legal concerns.

So, make sure you’re categorizing your leads and sending them emails to help draw them closer to converting.

For warm leads, you want quick follow-up time and more personalized content. For example, if a warm lead is very interested in Personal Injury, you should try sending them more relevant content on that topic. You could adjust your engagement, CTAs, and offers accordingly.

As for cold leads, you should try sending them more interesting and informative content. For example, if you notice that cold leads are opening specific emails on a particular topic, try sending them more of those.

In other words, you want to make sure you’re not just blasting emails to everyone. Each lead will have their own preferences. And since we’re at the final steps of conversion, it’s worth putting in the effort to do so.

Tip #4: Stay In Contact For As Long As Possible

If a potential client reaches out to you, keep the conversation going. Ask about how you can help them, whether that’s information about the law or your law firm. This is why responding quickly is crucial, so you’ll be able to engage with the potential client longer.

The more potential clients engage with your law firm, the more familiar they’ll be. This is a great way to build trust, as communication fleshes out your law firm outside of your well-designed website and well-written content.

Tip #5: Always Offer High-Quality Content

Whether it’s an announcement, a short listicle, or a piece of news, leads still need to get something that’s in some ways valuable to them. But, again, they’re not going to immediately hire you just because they’ve expressed some interest in your law firm and your content.

So, even when personalizing emails and categorizing leads, ensure you’re still giving them quality content. This isn’t a blog, so you won’t be able to provide the same amount of information as you did before. However, you can make up for the lack of length in the quality of the things you send them.

Remember, providing consistent and high-quality content is a great way to build trust. After all, no one will trust a law firm that sends poorly-written, unedited, or bland emails.


Contrary to popular belief, people still use their emails quite frequently. Your social media accounts, bank transactions, and online activities are linked to emails, so people check them more often than you think. Just being able to send them an email or two will remind the subscriber of your law firm, which can come in handy should they need a lawyer in the future.

More importantly, emails are a direct link to your potential clients. You’re communicating with them even when they aren’t on your website. Not to mention, they’ll be able to quickly send you an inquiry should they want to ask about something.

You want to leverage this communication channel, optimize your strategy, and boost your lead generation capacity.

Author’s Bio

JC Serrano is the founder of, one of the very few private enterprises certified to process lawyer referrals by the California State Bar. His marketing strategies have continuously evolved since 2005, incorporating ever-changing SEO strategies into