Law Firm Marketing Agency
How strong is your virtual handshake? Your firm’s welcome email is basically your virtual handshake, so let’s make sure it’s rock solid.
Welcome Emails 101: Say it simply, set their expectations, and add value. Most importantly, do not underestimate the power of a well-crafted welcome email to grow your list and grow your firm. You only get one chance to earn their next click.
So, allow us to suggest some copy for your law firm welcome emails. Take our templates and customize them to work for your practice.
Here’s a quick guide to welcome emails for lawyers, 3 templates for welcome emails, and key statistics on welcome emails.
What is a welcome email?
A welcome email is the first email a person receives after subscribing or submitting their email.
These emails matter because they’re your first impression. Welcome emails can deliver videos, special offers, a sign-up form, or just a friendly hello that will establish your firm’s relationship with new prospects.
The good news: You can expect most people to open an initial welcome email.
The bad news: If you blow that chance, you may not get another one.
The visuals and the tone of the copy in welcome emails are absolutely critical. Use your branding colors and fonts. Go for simplicity and don’t overcomplicate. Consider videos to encourage engagement and add authenticity. Always include something of value and include your social links, if your platforms are robust.
A good welcome email for lawyers should include:
- Compelling subject line
- Personalization
- Special offer or value-add with CTA
- Opt-out option
Welcome: When a prospect schedules a consultation
These emails should:
- Confirm the details and clarify next steps
- Provide an initial, related resource
- Offer your personal story (without making it all about you)
Always include the date, time, and link for the consultation or key logistics for the upcoming meeting. Link to your attorney profiles or a “Meet the Attorney” video that gives your background and qualifications.
Sample email
Hi [prospect name],
Thank you for requesting a consultation with [law firm/lawyer]. We look forward to helping you navigate your next steps.
Here is your consultation confirmation, event location, date, and more.
[Meeting Details]
[Prospect name]
[Prospect email]
[Prospect’s other information]
[Event date and time]
[Link, if applicable]
We will [explanation of what the consultation will include]. You’ll be speaking with [name of attorney, linked to their profile].
We‘ve also included [links to related blog posts or downloadables] which could be helpful.
If you have any questions, contact [staff member] or respond to this email.
Best regards,
[attorney name, law firm name]
Welcome: When a prospect submits a web inquiry
These emails should:
- Answer their inquiry
- Set expectations for future interactions
- Link to other FAQs or popular posts on related topic, if you have a dropdown
You can use auto-response to web inquiries, followed up by a personalized response.
Customize the verbiage of this welcome email to your specific area of law. For instance, you wouldn’t say “Thanks for inquiring, we’re excited to help!” if your firm does something sensitive like probate or child custody. Tone matters.
Sample email
Hi [prospect name],
Thanks for inquiring about [your service here] with [law firm name].
We are here to help you get the results you need from [industry, specific situation]. We specialize in [reiterate niche].
Within 24 hours, you’ll receive an email from [law firm name/lawyer] in response to your inquiry.
Meanwhile, we recommend checking out these resources:
[Resource 1]
[Resource 2]
[Resource 3]
For additional concerns, you can reply to this email, give us a call at [###-###-####], or book a consultation [here with a link to book].
Best wishes,
[law firm name]
Welcome: When a prospect subscribes or requests a lead magnet
These emails should:
- Say welcome and thank you
- Confirm their action—and their choices
- Set expectations
- Build trust
- Show how they can benefit from further engagement
This moment is much more than a simple confirmation of their action—it’s about inviting the prospect into a relationship with your firm.
Deepen the story by sharing more about yourself and your firm. Feature an About Us video or share messaging that represents your brand. Captivate them with a valuable story that communicates your expertise and your track record in a way that resonates. Audience research is critical to writing an effective welcome email. This email should make the prospect feel like you understand them and the problems they’re facing.
Sample email
Hello [prospect name],
You requested [lead magnet] and here it is. [OR] You’re on the list for valuable content and updates on [topic/niche] from [law firm name].
We are a [description of your law firm and the problem it solves].
[About Us video, photo of your team, or recent news feature]
To help [description of your target client] with [problem or opportunity], we share [resources and updates]. We’ve [helped XX companies or other statistic] and we are proud to [be an award recipient, a change you’re making to better serve clients].
Please reach out if we can play a role in your story, or if there’s a topic you’d like us to cover.
Glad to be in touch!
[lead attorney name]
Statistics you can’t ignore
- 74% of people expect to get a welcome email immediately after they subscribe.
- Welcome emails have an 86% lift in unique open rates compared to other promotional emails.
- Welcome emails have an open rate higher than 91%.
- Personalized emails have a 29% higher open rate and 41% higher click-through rate.
Review and next steps
It matters what you say in your welcome email. While it can be a challenge to get the words right, the potential payoff is well worth the investment.
In reality, welcome emails are just a small part of an entire suite of digital marketing tactics available to you.
Grow your firm with expert, affordable help—starting from your website and ending with welcome emails to greet your slew of incoming prospects.