The Anatomy of a Follow-Up Letter That Secures New Clients for Lawyers

Writing an outstanding subject line

• Make it concise. Research shows that 81% of email users prefer to open emails on their smartphones. That's why around 41 characters are the optimal length for a subject line. But if it is possible, it's recommended to go even shorter, staying around 35 characters.

• Communicate the importance clearly. Motivate a client to open an email stating the value and using words like "important" or "to remember" that have higher open rates. You can also emphasize the urgency by using the word "now." Clients want to envision how their lives will improve by engaging with your email immediately.

• Use regular case text. Never use capital letters to attract attention. The effect might be negative since capital letters make a follow-up letter look annoying. This is especially relevant in the legal industry since clients seek comfort in communication with a prospective lawyer. Nobody likes being yelled at, especially clients who already have high levels of stress due to legal problems. 

• Avoid first-name personalization. Although first name personalization works in many industries, the research shows that it has a negative impact on open rates for the legal industry.

Crafting a personalized introduction

• Greetings with the client's name. When it comes to the body of the email, always start with a greeting and the client's name. It helps to build a contact and demonstrate both respect and your engagement.

• Personalized content. Make sure to start your legal client letters with a personalized introduction to attract the client's interest. Start with letting a client know from the first lines that you are here to provide help, not to sell something. 

Writing a value-oriented body paragraph

• Provide new explanations to matters discussed during the first consultation.

• Making an introduction to someone who could be beneficial to a client. 

• Add attachments or links to certain sections of the law for further reference.

• Include concrete steps about what clients can start doing right now to solve their legal problems.

Closing lines that call to action

• Secure the after-contact with a call-to-action sentence. Let clients know that they can ask questions about anything they don't understand or any other questions, not just in case they finally choose your legal service. 

• Answer the question, "So what's next?" Include the steps that the client needs to take when he or she is ready to schedule a consultation. That way, the client can save the email as a guide and reference it later when he or she is ready to move forward.

• Emphasize your interest. Let clients know once again that you are interested in their case and look forward to working with them.

• Including the classic ending phrase. When writing the closing to your follow-up letter, stick with the classic ending phrases, such as "Regards" or "Best." They are the most neutral when it comes to follow-up letters.

• Craft an outstanding footer (signature block). The signature should include more than just your name in order to catch the client's eye. It should be clear, informative, and professional. You need to include the following elements: name and title, contact information, firm logo (in case you work for a firm), and a professional photo (an optional element that can contribute to trustworthiness).

1. Including too many details about your legal service. Remember that your prospect already took the time and effort to come in for a consultation. He or she already knows a lot about the services you provide. Plus, you've probably discussed all the details during a consultation. Since the relationships have been already established, there is no need to advertise yourself — you're already dealing with what marketers call a "warm audience." 

2. Using courtroom voice. Emails, especially the ones that are client-oriented with no official agreements, are a personal medium. A courtroom voice will never help you to build a strong personal connection with a client. Don't make the lives of your prospective clients even more complicated. Mark Chatow highlights the importance of showing empathy instead: "Even if you haven't been in business, you can still take a minute to think how the client must feel being in the situation they're in, and let them know that you feel for what they are going through."

3. Using all ways of communication to follow up. No need to engage in all ways of communication to engage with a client after a consultation. The client should not ask themselves how to email a lawyer for a consultation and choose among several channels. Emails are the most non-pushy way, and it's more than enough. It doesn't invade your client's time or make him or her feel pressure to respond by returning a call. 

4. Generic follow-up email copy. Although it might seem to be the easiest route, this type of email is the most likely to be ignored.

5. Minor grammar mistakes and typos. Since a follow-up letter is not an official document, most lawyers feel no need to check it thoroughly. However, Re-read the email once or twice before hitting send since nothing screams more unprofessional than a follow-up letter full of different mistakes. You can check your email using proofreading tools, such as Grammarly, Hemingway, Grammar Checker, or Studious. 

6. Using legal jargon. Remember to use plain language only while explaining any matters. Legal jargon will not represent your professionalism in this case, so make sure to default to plain language instead to make sure that a prospective client can get the most value out of your potential client letter, with no need to google every term. Clients are already stressed out while dealing with legal problems — they look for a lawyer to make their lives simpler.