The Law Firm Marketing Minute — Episode Summary

Episode Title: How Often Should You Email Your List?

Podcast: The Law Firm Marketing Minute
Host: Spotlight Branding
Release Date: September 5, 2025

Overview

This episode addresses a common concern among law firm owners: how often should you email your contact list? The host breaks down prevailing anxieties around email frequency, dispels some marketing myths, and delivers straightforward, actionable advice for lawyers looking to maintain top-of-mind awareness with clients through email marketing.

Key Discussion Points & Insights

1. Common Reluctance Among Lawyers

• Many lawyers fear appearing “too forward” by emailing their list frequently.
• The host shares:

  "A lot of lawyers that I talk to are so reluctant to send any sort of email marketing to their clients, their list." (00:00)

2. Misconceptions About Email Frequency

• Some lawyers believe emailing once a quarter is sufficient.
• The host refutes this:

  "I could see doing this once a quarter, but that's it. Well, listen, there are very, very effective marketers today that are emailing their list every single day, sometimes multiple times per day." (00:18)

3. Shift in Email Consumption Habits

• People’s relationship with email is changing; regular, valuable content is expected and welcome by most subscribers.
• Occasional unsubscribes are natural and not a major loss:

  "You might offend a few people, but they can unsubscribe. Meanwhile, the value that you create for everybody else because you are sending consistent, valuable content is much more important..." (00:34)

• The host emphasizes that unsubscribed clients could still return as customers in the future.

4. Fear of Being a Bother is Overblown

• Law firms tend to overthink the impact of unsubscribes.
• Quote:

  "A lot of law firms really overthink unsubscribes and the idea that they're a bother to the people that are receiving their emails." (00:55)

5. Clear Recommendations for Law Firms

• At minimum, email your list once per month; weekly is preferred to stay top of mind.
• Email remains a low-cost and highly effective marketing tool—"one of the most underutilized marketing channels for law firms in 2025." (01:17)

Notable Quotes & Memorable Moments

• On unsubscribes:

  "Those people probably weren't going to hire you or your law firm anyways. And maybe they were. They unsubscribe. They can still hire you, right? Like, if. Just not that big a deal." (00:43)

• On overall email marketing:

  "Email is low cost. It's a great way to stay top of mind with your entire list. Highly recommend you take advantage of it." (01:13)

Highlighted Timestamps

• 00:00: Opening discussion—lawyers’ reluctance and fear of being too forward
• 00:18: Effective marketers email more frequently—even daily
• 00:34: On unsubscribes and the value of consistent, valuable content
• 00:55: Overthinking the issue of being a bother
• 01:13: Practical recommendation: minimum once per month, ideally once per week
• 01:17: Concluding: email as underutilized and highly valuable for law firms

Summary

The episode firmly encourages law firm owners not to let anxiety over frequency or unsubscribes hold them back from leveraging email marketing. Consistency (at least monthly, ideally weekly) is key, and the host stresses that value-driven emails keep your firm present in clients’ minds—making email one of the most effective and yet underused marketing channels for law firms today.