This question from Ash, an operations manager at a Melbourne litigation practice, highlights a common challenge for law firms: determining the most effective approach to email marketing. Many firms default to monthly newsletters without considering alternatives that might better serve their strategic objectives.
The answer isn’t simply yes or no – it requires understanding the fundamental differences between email newsletters and targeted campaigns, and how each impacts your firm’s marketing effectiveness.
The Critical Difference: Newsletters vs. Campaigns
Before addressing which approach works best, let’s clarify the distinction between these two email marketing strategies:
Email Newsletters:
- Sent on a regular schedule (monthly, quarterly)
- Contain multiple topics and articles in a single email
- Generally lengthy in format
- Often titled with generic references (e.g., “March 2025 Issue”)
- Typically sent to the entire subscriber base
Email Campaigns:
- Delivered on an as-needed basis when relevant content is available
- Focus on a single topic or message
- Concise and specific in content
- Feature targeted subject lines relevant to the specific content
- Sent to segmented lists based on interest or relevance
This distinction isn’t merely semantic – it reflects fundamentally different approaches to client communication that yield markedly different results.
Why Law Firm Newsletters Often Disappoint
Despite their popularity, monthly newsletters present several challenges that limit their effectiveness for law firms:
The Coordination Challenge
Internally, newsletters require significant coordination between multiple practice groups and partners. Gathering content from time-pressed lawyers with court appearances and client demands creates recurring administrative friction. This often results in missed deadlines, last-minute requests, and quality compromises.
Some partners may also express concerns about how their clients are being communicated with, especially when the newsletter contains content from other practice areas that might not align with the specific client relationship.
The Relevance Problem
Unless your firm has an extremely narrow focus, it’s unlikely that any single recipient will find all newsletter content relevant to their needs. For example, if your newsletter contains articles on workplace disputes, commercial property transactions, and estate planning, you’re essentially asking each reader to ignore two-thirds of your content.
This lack of relevance trains readers to view your communications as largely irrelevant, reducing engagement over time.
The Length Issue
The Strategic Advantage of Email Campaigns
Targeted email campaigns offer several distinct advantages that address the limitations of traditional newsletters:
The Power of Specificity
When you send a dedicated email about a single topic, the recipient immediately understands its relevance (or lack thereof). This clarity increases the likelihood they’ll engage with the content if it matters to them.
A focused subject line like “Recent Changes to Employment Termination Laws: What Employers Need to Know” immediately signals relevance to HR directors and business owners, whereas a generic “March Newsletter” provides no such clarity.
The Real Goal: Generating Replies
For law firms, the ultimate objective of email marketing isn’t simply to improve open rates or click-through metrics – it’s to generate conversations that lead to work.
A focused email on a specific legal development is far more likely to prompt a reply like: “Thanks for this – we’re actually dealing with a similar situation. Do you have time to discuss next week?” These direct responses rarely occur with general newsletters.
Impact Amplification
By converting your three monthly newsletter articles into three separate campaign emails, you effectively triple your communication touchpoints. This increased visibility keeps your firm top-of-mind without requiring additional content creation.
Each campaign can be timed strategically rather than forced into an artificial monthly schedule, allowing you to respond promptly to legislative changes, court decisions, or other time-sensitive matters.
When Newsletters Can Work: Exceptions to the Rule
While campaign emails generally outperform newsletters, there are specific circumstances where newsletters can be effective:
Niche Focus
Firms with a highly specialised practice area serving a homogeneous client base may find newsletters more effective. When all subscribers share similar interests and challenges, the relevance issue diminishes significantly.
For example, a boutique firm focusing exclusively on the pharmaceutical industry might find a newsletter format works well, as all readers share common regulatory concerns.
Content Considerations
Newsletters can work when they include:
- 1-2 pieces of non-time-sensitive content highly relevant to a specific audience
- Brief updates on firm initiatives that demonstrate value to clients
- Announcements about events, webinars, or speaking engagements
The Personal Touch
The most successful law firm newsletters typically include a personal note from the managing partner or practice head. This personalisation creates a connection that transcends the informational content.
These effective newsletters are typically:
- Sent less frequently (quarterly rather than monthly)
- Shorter and more focused than traditional newsletters
- Written with a consistent voice that reflects the firm’s personality
Implementing an Effective Law Firm Email Strategy
Whether you choose targeted campaigns, strategic newsletters, or a combination approach, several principles apply:
Segmentation Strategies
Divide your subscriber list by:
- Practice area interests
- Industry sectors
- Client type (business size, role within organisation)
- Relationship status (current client, past client, prospect, referrer)
This segmentation ensures recipients only receive content relevant to their specific needs.
Content Planning Approaches
Instead of creating a content calendar based on publication frequency (“What’s in this month’s newsletter?”), focus on developing content that addresses client challenges:
- Responses to new legislation or regulatory changes
- Answers to frequently asked client questions
- Preventative guidance on common legal issues
- Case studies (appropriately anonymised) demonstrating solutions
Measuring What Matters
Track metrics that reflect business development objectives:
- Reply rates (far more important than open rates)
- Meeting requests generated
- New matter inquiries
- Client feedback on content value
These indicators provide more meaningful insights than standard email marketing metrics for law firms.
Key Takeaways: Making Email Marketing Work for Your Firm
The question isn’t whether email marketing works for law firms – it does, extraordinarily well when executed strategically. Email remains the most effective way to proactively reach your audience with updates and insights.
Consider these actions:
- Evaluate your current newsletter approach against the criteria outlined above
- Experiment with converting one newsletter into 2-3 targeted campaigns
- Track response rates and conversations generated by each approach
- Seek feedback from clients about which format they find most valuable
Remember, effective marketing isn’t about broadcasting information – it’s about creating meaningful conversations that demonstrate your firm’s value. By focusing on targeted, relevant communications, you’ll transform your email marketing from an administrative burden into a powerful business development tool.
Join Our Community of Growth-Focused Legal Leaders
Found this helpful? Join our weekly live Q&A sessions where we answer questions like this from law firm leaders.
Subscribe to our email list to:
- Get invites to our live Q&A training sessions
- Submit your questions for upcoming sessions
- Access our full archive of answers
Have a specific question? Submit to paul.evans@pillarscroll.com
Paul Evans is a legal marketing expert with extensive experience helping lawyers build their practices.
