Nicole Gant

The Power of SMS Marketing for Lawyers

4 min read

In today's digital age, traditional marketing strategies are no longer sufficient for lawyers looking to grow their firms and attract new clients. With the rapid rise of mobile technology, SMS marketing has emerged as a powerful tool that can help lawyers unlock new opportunities and drive real, measurable results. In this blog post, we’ll explore the untapped potential of SMS marketing for lawyers and demonstrate how it can revolutionize their marketing strategies.

SMS versus Email Marketing

Spam emails are now so commonplace that most people ignore or auto-delete them. In fact, last year, almost 49% of emails sent globally were considered spam, and 39% of that content comes from advertising. Worse still for the email marketer, Gmail blocks 100 million spam emails each day. So many emails arrive daily that many fall through the cracks and remain unseen.

But there’s one form of communication to which the average person is more closely attuned: text messages. 90% of people now prefer texting over voice calls, and 98% of adults in the US own a mobile phone. Better yet, the average open rate for text messages is 98%, and 91% of mobile users prefer communicating with companies via SMS.

Understanding SMS Marketing

SMS marketing, also known as text message marketing, involves sending promotional or informational messages to individuals' mobile phones via SMS (Short Message Service). It is an effective marketing strategy due to its immediate reach and high open rates. Unlike emails or social media posts, SMS messages are typically read within minutes of being received, making them an ideal way to communicate important information to clients.

Moreover, SMS marketing offers a direct and personalized form of communication, allowing lawyers to engage with their clients in a more meaningful way. Lawyers can leverage SMS marketing to connect with clients, nurture leads, and schedule appointments. By sending targeted messages to specific groups of clients, lawyers can tailor their communication and provide relevant updates or offers. This level of personalization can lead to increased client engagement and ultimately build stronger relationships.

The Benefits of SMS Marketing for Lawyers

There are several unique advantages that SMS marketing offers for lawyers:

  1. Increased client engagement: SMS marketing allows lawyers to reach their clients directly and instantly. By sending timely reminders, updates, or even personalized offers, lawyers can keep their clients engaged and informed. The average open/response time for text messages is under five minutes, making it a great way to contact clients about time-sensitive issues.
  2. Improved communication: Text messages have a higher open rate than emails or other forms of communication. By leveraging SMS marketing, lawyers can ensure that their clients see and read their important messages.
  3. Cost-effective marketing strategy: SMS marketing is a cost-effective marketing strategy compared to traditional advertising methods. With the right SMS marketing platform, lawyers can reach a wide audience without breaking the bank.

Implementing SMS Marketing for Lawyers

To successfully implement SMS marketing for lawyers, there are a few key steps to follow:

  1. Building a targeted opt-in list: It is important to obtain permission from clients before sending them SMS messages. Lawyers should provide an opt-in option on their website or during client consultations to build a targeted and engaged list of recipients.
  2. Creating engaging SMS content: SMS messages should be concise and engaging. Lawyers should focus on providing valuable information or offers that are relevant to their clients. Including a call-to-action or link such as for scheduling an appointment can also encourage clients to take the desired action.
  3. Complying with legal regulations: When implementing SMS marketing, lawyers must ensure compliance with legal regulations, such as obtaining consent and providing an opt-out option for recipients.

Best Practices for SMS Marketing

To maximize the effectiveness of SMS marketing campaigns, lawyers should follow these best practices:

  1. Timing and frequency of messages: Timing is crucial when sending SMS messages. Lawyers should consider their target audience and their daily routines to determine the best time to send messages. It’s also important to avoid sending too many messages, as it can lead to recipient fatigue and opt-outs.
  2. Personalization and segmentation: Personalizing SMS messages can greatly enhance their impact. Lawyers should segment their audience and send tailored messages based on their clients' interests or previous interactions.
  3. Testing and optimizing campaigns: Continuous testing and optimization are essential for successful SMS marketing campaigns. Lawyers should track key performance metrics, such as open rates and click-through rates, and adjust their campaigns accordingly.


SMS marketing has the power to revolutionize the way lawyers communicate with their clients and promote their services. By leveraging the benefits of SMS marketing, lawyers can increase client engagement, improve communication, and drive business growth.

To unlock the full potential of SMS marketing, lawyers must follow best practices and implement a targeted and personalized strategy. Embracing SMS marketing can lead to real and measurable results for lawyers, helping them thrive in today's competitive legal landscape.

Marketing through texts is only part of the story, however. Even the benefits of SMS marketing can’t save you from wasting efforts on cold leads who aren’t interested in yoru services. To make the most of SMS outreach, start with vetted leads who are ready to convert. Legal Growth marketing gives personal injury attorneys like you access to pre-qualified leads who are ready to take the next steps. Reach out and see what Legal Growth Marketing can do to help your practice thrive.