Email marketing is one of the cheapest, most direct, and, arguably, most effective forms of legal marketing. A well-crafted subject line can be the difference between an opened email and one that’s ignored or sent straight to the trash. For law firms and legal professionals, where credibility and trust are paramount, subject lines need to be both engaging and professional. Here’s how to make sure your legal email marketing stands out in a crowded inbox.
1. Keep It Short and Clear
Your subject line should be concise while still conveying enough information to entice the reader. Aim for 50 characters or less to ensure full visibility on both desktop and mobile devices. Subject lines you use for legal email marketing should avoid confusing jargon that may overwhelm the reader.
Example: "What to Do After a Car Accident"
Example (for attorneys): "Mass Tort Litigation Update: Key Changes"
2. Create a Sense of Urgency
A subject line that conveys urgency can encourage immediate action. However, it should feel natural and not overly aggressive.
Example: "Time-Sensitive: Filing Deadline for Claims Approaching"
Example: "New Employee Rights Take Effect—Know Your Protections"
3. Personalize When Possible
Emails with personalized subject lines are more likely to be opened. Including the recipient’s name or referencing their interests makes the message feel more relevant.
Example: "Mark, Is Your Estate Plan Up to Date?"
Example (for attorneys): "Are Your Clients Eligible for Compensation?"
4. Highlight a Benefit or Solution
Your audience is more likely to open an email when they see a clear benefit. Focus on how your services can solve a problem or improve their situation.
Example: "Protect Your Assets: Essential Estate Planning Tips"
Example (for attorneys): "Refer Complex Cases with Confidence—We Can Help"
5. Use Numbers and Lists
Numbers help create structure and set expectations for the reader. They also make the email feel digestible and easy to scan.
Example: "5 Legal Pitfalls Every Business Owner Should Avoid"
Example: "3 Simple Steps to Start Your Injury Claim Today"
6. Ask a Thought-Provoking Question
Questions naturally engage the reader’s curiosity and encourage them to seek answers.
Example: "Do You Know Your Rights After a Workplace Injury?"
Example (for attorneys): "Is Your Referral Strategy Bringing in New Clients?"
7. Avoid Spam Triggers
Words like "Free," "Guaranteed," or "Act Now" can trigger spam filters, reducing the likelihood of your email reaching the inbox. Instead, focus on informative and valuable messaging that feels natural and professional.
8. A/B Test Your Subject Lines
Different subject lines resonate with different audiences. Conduct A/B testing by sending two variations of the same email and tracking open rates to see which style performs better.
9. Match the Tone to Your Brand
Legal professionals must balance professionalism with approachability. Ensure that your subject lines align with your firm’s voice—whether it’s authoritative, compassionate, or informative.
10. Leverage FOMO (Fear of Missing Out)
People are more likely to take action if they believe they might miss out on something valuable.
Example: "Limited Slots: Free Consultation for First-Time Clients"
Example: "Major Legal Update: Don’t Miss These Key Changes"
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