A lot of lawyers like the idea of sending a monthly email newsletter. But when it comes time to actually hit send, they freeze.
What do I say?
What if I sound stupid?
What if nobody opens it?
So they wait. And edit. And overthink. And by the time they’re ready, it’s been five months, and now it feels even harder to start.
If that’s you, take a breath. You don’t need a copywriter. You don’t need a design team. And you definitely don’t need a 10-section newsletter with videos, sliders, and a legal quote of the month.
You just need to write like a human and send it regularly.
Here’s how to keep it simple and actually get it done.
1. Pick a Day. Stick to It.
Don’t wait until inspiration strikes. Pick a day—like the first Tuesday of every month—and commit to it.
Your newsletter doesn’t need to be tied to big events or updates. It just needs to show up. When you send on a schedule, it builds familiarity and trust.
Even if someone doesn’t open it every time, your name in their inbox acts as a reminder that you’re still around.
2. Keep It to One Main Topic
Trying to cram five updates into one email is overwhelming for you and your reader.
Instead, pick one thing to focus on:
- A common question clients ask
- A quick legal tip related to your practice area
- A news headline that affects your audience
- A link to a blog you recently published
- A reminder about a service or issue most clients forget about
Write it like you’d explain it to someone in conversation.
3. Add a Personal Line (Optional, But Nice)
You don’t need to tell your whole life story, but a sentence or two of personal context helps readers connect with you.
Think:
“I’ve had three clients this month ask the same question, so I figured it was worth sharing.”
Or:
“I saw this article last week and it reminded me how often people misunderstand this issue.”
That’s it. You don’t need to tell them about your weekend or show a picture of your dog. But a little context helps your message feel less generic.
4. Don’t Obsess Over Design
You don’t need a fancy template. In fact, plain-text emails often get better open and click rates.
A simple format works best:
- Short subject line
- Greeting (optional)
- 2–4 paragraphs of content (like your most recent blog post)
- 1 clear call to action
- Signoff
That’s it. If it looks like an email you’d send to a friend, you’re doing it right.
5. Add One Clear Call to Action
Every newsletter should ask the reader to do one thing. Just one.
- Click to read a blog
- Book a consultation
- Download a resource
- Forward the email to someone
- Hit reply and ask a question
You don’t need to push hard. Just be clear and helpful. Something like:
“Want to talk about how this applies to your situation? Just reply to this email and I’ll get back to you personally.”
Or:
“I wrote more about this here if you’re interested [link].”
6. Use a Simple Subject Line
Avoid trying to be clever or dramatic. People open emails that sound useful or relevant, not ones that sound like spam.
Some good formats:
- “What to do if you’re about to [X]”
- “3 things people get wrong about [Y]”
- “Heads up: [Issue] is coming in July”
- “Here’s what I’d tell a friend about [Z]”
You can always test a few over time, but don’t let subject lines slow you down. Simple and clear wins. If you’re not feeling creative, just use the title of your most recent blog (if that’s the featured content in the email).
7. Don’t Chase Perfection
You’re not sending a legal brief. You’re just staying in touch.
Nobody unsubscribes because your sentence was awkward. But they will forget you if you never show up.
Better to send something short and imperfect than nothing at all.
Final Thought
Most firms never send a newsletter because they overthink it. But clients and referral partners aren’t expecting brilliance. They just want to know you’re still here and still helpful.
Pick a day, write like a human, and send it. The rest will work itself out.