Practice Management

Branded emails

Why every law firm should brand its emails

Are you a property law firm wanting to open up a new commercial law division? Do you perhaps want to highlight your expertise in family law to all your conveyancing clients? It is is always a great feeling expanding your service offerings and growing your business.

Now you need to tell your clients all about it. You need to tell them – and keep reminding them until it sinks in – about your full range of services. What is the best way to go about it?

There are many ways that a firm can give their marketing materials exposure, all of which have their own unique advantages.

As a case study, LawDotNews recently launched a range of new email marketing and social media services. Marketing lists were dusted off, affiliate marketing contacts were got in touch with and they started spreading the word – all with great response.

However, there was one tool in particular that LawDotNews found invaluable – branded emails.

What are Branded Emails and why do they work?
A branded email isn’t simply an email branded with your business logo. It’s a powerful solution for adding a marketing message to every single email your firm sends out.

Not only does it provide a great impression with beautifully branded emails, but your branding and signatures are consistent across all users in your firm, everything is managed from one central platform, and the marketing message at the top is guaranteed to be seen by the recipient because it is incorporated in the main email’s body.

Increasing Awareness and Changing Perceptions
Having been a specialist eNewsletter provider for almost 10 years LawDotNews has a long established relationship with many of their clients.

Building on this, a key focus was on how to increase awareness about our new services and also change perceptions about what we do. Changing perceptions is a tricky thing, as it involves getting your message into your client’s subconscious.

A great way of doing just this is using spaced repetition – having many small reminders moves the message from short term memory into long term memory and therefore into the subconscious – mission accomplished!

The proof is in the pudding. We’ve found these banners to be incredibly effective at increasing awareness of our new services. They can do the same for you.

Best of all, getting your message and your brand across to your clients is virtually effortless.

What should you look for in an email branding service?
Look for these features before choosing a system –

  • The ability to choose multiple rotating banners, thus ensuring that each of your clients is exposed to a variety of your messages,
  • Flexibility to make sure that the right message goes out at the right time,
  • Eye-catching and creative banner layouts,
  • Assistance with creating subtle messages tailored to your particular marketing needs,
  • A full reporting suite that allows you to see exactly which messages are working and the kind of interest they are generating.

If you’re looking for a new channel to communicate with your clients, promote your full range of services, and improve client awareness, an email branding solution might just be the kick-start your firm needs.

Paddy Crook is head of Email Services at DotNews (well known to law firms for its LawDotNews client newsletter) and is a specialist in the DotMailBranding system. Having completed his BSc at Rhodes University and UCT’s specialist Digital Marketing Course, Paddy has specialised in email marketing, social media, PPC, ad-serving and other online marketing mediums for professional firms. Readers are welcome to contact Paddy at or visit  for further details. © DotNews

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