For most law firms, referrals are everything. But when you only connect with your clients once their case is closed, you lose out on years of potential word-of-mouth. That's where email marketing comes in. It’s one of the easiest, most affordable ways to build long-term trust and make sure your name is the one they remember when someone in their life needs legal help.
Think about the last client who had a great experience with your firm. They probably left happy and relieved. But if you don’t keep in touch, that goodwill fades. Months go by. Maybe even years. Then someone asks them, "Hey, do you know a good lawyer?" And they draw a blank. Not because you didn’t do great work, but because life got in the way.
The truth is, most people won’t remember your name unless you give them a reason to. Email helps solve that. It lets you show up in their inbox in a helpful, respectful way that keeps your firm in the conversation.
And it’s not just former clients. Think about your broader network: friends, family, professional contacts. They might not need legal help right now, but that doesn’t mean they won’t soon. Or that someone close to them won’t. If you're not showing up in their inbox with consistent, useful updates, you're leaving those potential referrals on the table.
The trick with email marketing is not to sound like a marketer. You don’t need cheesy slogans or big promotions. You just need to sound like a real person who knows what they’re talking about.
Here are a few examples of what that could look like:
You can also include occasional updates about your firm, a new team member, a community event, or a recent win. These things help humanize your firm and remind people that you're active and involved.
You don’t need to send daily emails. Once a month is plenty. The goal is to build a relationship over time. Make your emails useful and easy to read. And always include your contact info so it’s simple for them to get back in touch when they need you.
One tip that helps: write the way you talk. If you wouldn’t say something out loud to a client, don’t put it in your email. The more personal and real your messages feel, the more likely people are to read them and hit reply.
If you're using a platform like Levitate, it gets even easier. You can schedule emails, personalize them to your contact list, and see who’s opening what. That way, you’re not just guessing what works, you’re learning from real results.
With Levitate, you can even tag your contacts by case type or referral source. That means your personal injury clients can get different emails than your estate planning clients. It feels personal to them, and it's more effective for you.
Email marketing isn’t about blasting out messages to strangers. It’s about staying connected to the people who already know and trust you. When you show up with helpful advice and stay visible over time, people remember you. And when they remember you, they refer you.
It also opens the door to new conversations. A well-timed email might remind a client to update their will, ask about starting a business, or send their neighbor your way after a car accident. You’re not just showing up, you’re showing up with value.
If you're ready to grow your firm through authentic, relationship-based email marketing, book a demo with a Levitate product expert today. We’ll help you keep your name top of mind, without adding to your already full plate.
We’ll give you a call to set up time for your team and ours to meet virtually for a personalized demo.
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