Ever sent an email that landed with a thud? You’re not alone. Most sales emails barely make it past the subject line. But fear not—today, we’re uncovering the secrets to crafting emails that actually get responses and close deals.
Forget the faff, bin the jargon—this is your no-nonsense guide to sales email success. Let’s dive in.
What’s a Sales Email, Anyway?
Sales emails come in all shapes and sizes—proposals, follow-ups, deal negotiations. But let’s focus on the big one: first-contact sales emails. This is your first communication with a new potential client; the handshake before the handshake. Get it wrong, and you’re just another message clogging their inbox. Get it right, and you’re golden.
The goal? Keep it short, sharp, and all about the recipient. Nobody cares about your firm's backstory—they care about what’s in it for them.
Table of Contents
How to Write a Sales Email That Works
Every killer sales email has these five ingredients:
1. A great subject line.
2. A personal opening.
3. A valuable body.
4. A clear closing ask (call to action.)
5. A professional, polished signature.
Here’s how to master each one:
Subject Line: Keep It Short and Effective
Think of the subject line as the opening statement of your email—the first impression that sets the tone. Get this wrong, and the rest won’t matter. Keep it concise and compelling. For best results, aim for 3-5 words. Avoid overused and spammy terms like “free consultation” or “exclusive offer”—your potential clients have seen it all before. Instead, try these lawyer-specific subject lines:
“Quick Insight on [Legal Issue]”
“Thoughts on [Their Industry/Case]”
“Great to Connect at [Event or Networking Opportunity]”
Writing an intriguing subject line shows you're attentive, professional, and focused on their needs—exactly what they’re looking for in a lawyer.
Opening Line: Make It Personal
You’ve got their attention—don’t lose it. Show you’ve done your homework. Mention a recent legal development, a newsworthy event in their industry, or a mutual connection. Remember, you're not "pitching"—you're a trusted legal professional offering insight and solutions.
Here’s how to start strong:
“I came across your article on [Legal Topic] and thought…”
“It was great to hear your insights at [Event/Conference]…”
“[Mutual Contact] suggested I reach out to discuss [Specific Issue]…”
A personal, thoughtful opening shows you’re engaged, knowledgeable, and genuinely interested in helping—not just making a sale.
Body Text: It’s About Them, Not You
This is your chance to provide value and establish trust. Skip the lengthy spiel about your firm—focus on their legal challenges and goals. Use smart, tailored questions to engage and demonstrate your understanding of their needs:
“What’s your biggest concern with [specific legal issue]?”
“How are you planning to navigate [upcoming change/regulation]?”
“What’s your top priority for resolving [legal matter]?”
By addressing their needs, you position yourself as a solution provider, not just another lawyer selling services.
Closing: Ask Without Being Pushy
This is where many lawyers falter. Always conclude with a clear, actionable question that’s polite yet confident:
“Would you be available for a quick consultation on [date]?”
“Do you have time this week to discuss options for [specific issue]?”
“Shall I draft some initial thoughts to review?”
The right closing makes it easy for them to say yes, moving the conversation forward.
Signature: Look the Part
Think of your email signature as your digital letterhead. Include your full name, title (e.g., “Associate Attorney” or “Partner”), firm name, and contact details. Add a LinkedIn profile link or a link to your professional portfolio for bonus credibility. The small details build trust and reinforce professionalism.
Timing Is Key
When should you hit send? Studies suggest that Tuesday and Thursday mornings often see the highest open rates. Based on CoSchedule's analysis of 10 separate studies, Thursday stands out as the top day for email open rates, with Tuesday as a close second. Choosing the right timing, such as the widely recommended 10 AM slot, can significantly enhance client engagement and response rates.
However, experimenting can help you find the sweet spot. Try sending emails early in the morning, during lunch breaks, or even late evenings when clients may be catching up on correspondence.
Top Tips for Email Success
Keep It Brief: Busy clients don’t have time for lengthy emails.
Be Personal: Tailored emails show you care about their specific situation.
Ask Insightful Questions: Encourage dialogue with thoughtful prompts.
Test and Adjust: A/B test subject lines and approaches to see what resonates.
Be Persistent: It may take several follow-ups to get a response.
Can AI Write Sales Emails for Lawyers?
We tested AI tools for crafting lawyer-focused emails. The verdict? While useful for generating ideas, the lack of personalisation and legal nuance often falls flat. A human touch remains critical for connecting with potential clients.
Final Word
Writing a compelling sales email as a lawyer isn’t complex—it’s strategic. Focus on your reader's needs, show genuine interest, and present clear next steps. With practice, your emails can be the bridge to building lasting client relationships. So, what’s stopping you? Start drafting and watch your caseload grow.
Until next time dear reader.
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