Marketing

Overview

Marketing (/admin/marketing) is the home of your firm's outreach tools. It holds the overview page, Leads Finder, your Leads library, client Audiences, email and postcard Campaigns, the prepaid Balance and the Sender and compliance page. SMS and WhatsApp campaigns are added in later releases.

Requirements

Your plan must include the Marketing feature. If it does not, the menu item is hidden and the page redirects you to the dashboard with a message. Ask the platform owner to move you to a plan that includes it.
Staff members need the Website permission to open the page.
Your jurisdiction must allow it (see below).

Usage limits

Your plan sets monthly allowances: lead searches, new leads, campaigns, campaign emails and postcards. A usage strip on the Marketing pages shows how much of each you have used and when it resets (the first of the month, in your firm's time zone).

A limit of zero means the item is not in your plan. Unlimited plans show no ceiling.
When an action needs more than you have left, the whole action is refused. Nothing is saved partly and nothing is cut off silently; reduce your selection or ask for more.
The platform owner can add a one-off bonus to this month's allowance. It does not carry into next month.

Leads Finder

Leads Finder (/admin/marketing/leads/find) needs the Leads Finder plan feature. It searches a directory of businesses (Overture Maps places data) around your office.

Check the search centre. It starts at your firm's address; Change lets you type another address.
Set the radius (miles or kilometres) and tick the target groups, such as offices, real estate or finance. Tick Law firms to include other law firms.
Press Search nearby businesses. The estimate shown before you search is free. A search uses one lead search; repeating the same search within 10 minutes is free.
Tick the businesses you want. Rows already in your library are marked and cannot be picked twice.
Press Save leads, choose an existing list or name a new one, and confirm. Only businesses that are new to your library use your lead allowance.

Results show the business name, distance, address and whether a phone, website or email is known. You can also export the visible results to CSV. The results carry an attribution line for the data source.

Leads library

Leads (/admin/marketing/leads) has four views: Leads, Lists, Suppression list and Search history.

Leads: filter by list, category or status, open a lead to edit its details, add notes or delete it. Select several for bulk actions.
Lists: group leads by hand. Saving search results into a new list creates one.
Import: upload a CSV with the columns name (required), email, website, phone, address, city, region, postcode, country, contact_name, contact_title, category. Limits are 5,000 rows and 2 MB. You must confirm that these are business contact details you are entitled to contact. New leads use your allowance; duplicates and invalid rows are reported, not saved.
Export: download your leads as CSV.
Suppression list: email addresses and domains that must never be contacted. Contacts who unsubscribe, bounce, complain or are marked do not contact are added automatically; you can add your own. A suppressed address or domain is refused or marked do not contact when you import or save a lead. Removing an entry asks for confirmation. Platform-wide entries also apply to your firm but are read-only, and only hashes are stored.

Finding emails on websites

When you save a lead that has a website but no email, LawyerPara looks for a contact address on the business's own site in the background (every few minutes, a small batch at a time).

It fetches at most three pages per lead: the home page, /contact (or /contact-us) and /about.
It first reads the site's robots.txt and honours it for the crawler LawyerParaBot/1.0. A path that robots.txt disallows is never requested, and a site that disallows everything is skipped.
It refuses private or internal addresses, large pages and non-HTML content, and it stops after a few redirects.
If the home page redirects to a different site (another domain, not just www.), that site is not the business's own, so nothing is read from it. The lead is skipped and its notes say where the website redirected.
It prefers addresses on the site's own domain and ones given as mailto: links. The page it came from is saved with the lead as evidence.
If a page says it does not accept unsolicited email (for example "no solicitation"), the lead is marked do not contact, no address is stored, and the site's domain is added to your firm's suppression list so no other lead on that domain is contacted either.
Suppressed addresses and domains are never stored.

You can ask for a new pass on a lead from its drawer.

Audiences

Audiences (/admin/marketing/audiences) are saved groups of your own clients, picked by rules. Every rule you fill in must match, and the group is worked out again each time you send.

Rules: had a matter in the last N days, had no matter for N days, at least N matters, practice areas, matter status (open or all closed) and client portal access. With no rules, the audience is every client with an email address.
The table shows how many clients in each audience can be emailed. Clients without an email address, who opted out or who are suppressed are never counted.

Campaigns

Campaigns (/admin/marketing/campaigns) lists every campaign with its status and progress. Use New campaign to open the six-step wizard. Your work is saved as a draft automatically.

Goal and channel. Choose Client care (check-ins, reminders and event invitations for your own clients, sent to a client audience) or Outreach (an introduction to businesses in a saved lead list, see below). Email is available to every firm with Marketing. Postcards appear only when your plan includes Direct mail and your firm is a US firm billed in USD (see Postcards and the marketing balance below); SMS and WhatsApp show as coming soon.
Audience. Pick a client audience or a lead list. The preview counts who will receive it and why others are skipped.
Content. Start from a template or write your own subject and message, or let AI draft one. Use merge fields such as {{client.name}}, {{firm.name}}, {{attorney.name}}, {{practice_area}}, {{lead.name}}, {{lead.category}}, {{distance}} and {{cta_url}}. An unknown field blocks the draft. Choose the message type (introduction, partnership proposal, event invitation or client care).
Call to action. One button under the message: book a consultation, request a consultation, practice areas, call the firm or another link.
Sending. Start now, or schedule up to the number of days shown. Outreach campaigns also show the sending window and today's limit.
Review and launch. Check the summary and the compliance checks, send a test email to yourself (it uses none of your allowance), then launch.

A launched campaign cannot be edited. Its page shows progress, a deliveries list you can filter and export, and Pause, Resume and Cancel. Launching uses one campaign and reserves one email per recipient from your monthly allowance; skipped, failed and cancelled emails are returned to it. Cancelling a campaign that never sent also returns the campaign. If your allowance is short, the launch dialog offers to send to the first recipients that fit (client care) or to schedule for when the allowance resets.

Emails go out in the background, a few every minute. A message whose delivery result is unknown is marked uncertain and is never resent automatically; open it in the deliveries list and mark it sent or retry it yourself. If more than 5% of at least 20 attempted emails bounce, the campaign pauses itself and your administrators are notified. Two such pauses within 30 days freeze outreach for the firm until the platform owner unfreezes it.

Postcards and the marketing balance

Postcards are printed and mailed for you. They are available only to US firms that pay in USD, on a plan that includes Direct mail, where the jurisdiction rule allows direct mail. Other firms do not see the Postcards channel or the Balance page.

The balance

Balance (/admin/marketing/balance) holds prepaid funds for postcards and household lists. Nothing is charged to a card per campaign.

Add funds charges the card saved on your subscription once. Choose $50, $100, $250 or $500, or enter an amount from $20 to $2,000. The funds are available once the payment is confirmed. Only firm administrators can add funds. If the card needs bank confirmation or an attempt could not be confirmed yet, the page says so; press the button again to check, and you are not charged twice.
The page shows Available, On hold and Spent this month, the current prices, and a ledger of every entry (top-up, hold, charge, release, refund, adjustment) that you can filter and export as CSV. A banner warns when the balance would cover fewer than 25 postcards at the 4x6 price.
Request a refund of unused funds tells the platform team, who contact you. Refunds are handled by hand; funds on hold stay until the postcards are sent or cancelled.
Prices are per postcard with printing and postage included: 4x6 in $1.49, 6x9 in $2.09, 6x11 in $2.39, and $0.08 per household for a household list. The platform owner can change them; the Balance page always shows the current ones and a launched campaign keeps the price it launched at.

Who receives postcards

A postcard campaign mails one of three audiences:

Your clients with a mailing address. Add addresses on the client page, import a CSV on Audiences, or let clients fill them in through the client portal or a Smart Form. A client who asked not to be mailed is skipped.
A saved lead list whose leads have a street address.
A household list by radius. Enter a centre address and a radius and choose all households, new homeowners, businesses only or new businesses. The price is shown before you buy. A household list is charged to your balance when you buy it and is not refundable, even if you do not launch. Buying the same list again within 30 days reuses it free of charge.

Addresses that are incomplete, duplicated within the campaign, or on your stop-mail list are skipped and are not charged. The campaign preview shows how many postcards will be mailed and why others are skipped.

Designing the postcard

In the wizard choose Cold outreach or Client care, then the Postcards channel. The designer offers three sizes (4 x 6 in, 6 x 9 in, 6 x 11 in), three front layouts (Classic, Banner, Centered), a headline, subheadline and optional offer badge, a handwriting-style message for the back with a choice of ink colour, and your logo. Draft with AI writes the words for 2 AI credits. To use your own front image, upload a PNG or JPEG at exactly these sizes at 300 dpi, including a 0.125 in bleed: 1875 x 1275 px (4x6), 2775 x 1875 px (6x9) or 3375 x 1875 px (6x11). Keep text at least 75 px inside every edge, and leave the address area clear.

The system adds the lines you cannot remove: the Advertising Material mark, the responsible attorney, your return address and the stop-mail line with the address of your stop-mail page. A QR code on each card links to your website and credits bookings to the campaign (see Tracking). The message plus these lines must fit the printer's length limit; the designer warns you when it does not.

Press Create printer preview. The printer renders the real card, including the mark. Tick I have checked the preview and approve it for printing. Any later change to the design clears the approval and needs a new preview.

Launch, review and mailing

Launching shows the cost (for example 2 postcards at $1.49 = $2.98). The amount is held from your balance; the balance never goes below zero, and a launch that the balance cannot cover is refused until you add funds. Postcards go to the printer in batches of up to 500, a few minutes apart, and each batch is charged only when the printer accepts it. A rejected batch releases its hold and tells you.

Review. A firm's first postcard campaign, and any campaign above 2,500 postcards, is reviewed by the platform team before anything is sent. The page shows "under review"; you can still cancel it. A rejected campaign releases its hold.
Status. The campaign page shows Overview, Deliveries and Print orders tabs. A card moves through processing, printed, shipped and delivered, or returned.
Cancelling. Cancel remaining postcards stops every card not yet sent to the printer and returns its held funds. Cards in a print order that is already printing cannot be stopped. Cancelling is possible only before printing starts.
Stop-mail. Every card carries your public stop-mail page (/m/stop/{your-firm-slug}). A household types its street address and ZIP; the system keeps only an irreversible fingerprint, never the address, and does not say whether the address was on your list. A request covers every unit at that street address and ZIP. Matching addresses are skipped on every later campaign, and the entries are listed read-only under Sender and compliance.
Scans. Scanning the QR code is counted per campaign and, when the visitor then books a consultation or submits a Smart Form within 7 days, credited as a conversion like an email click.

Retention

Household addresses used for a campaign are deleted 90 days after the campaign ends. Delivery counts, scans, costs and the ledger are kept. Printer events are kept for 90 days.

Tracking and results

Every campaign has a Track opens and clicks switch (step 5 of the wizard, and Turn tracking on / off on the campaign page at any time). With tracking on, each email carries an invisible image and its links go through a tracked address that forwards the reader to the original page. The campaign page then has three tabs: Overview, Deliveries and Link clicks.

Opens are estimates. The page always says "Opened (estimated)". An email counts as opened when its reader opened it or clicked a link in it (a click proves the message was read even when the image was blocked), and each email counts once. Apple Mail Privacy Protection loads images on its own as soon as a message arrives, so those loads are counted as suspected automatic opens and left out. Gmail loads images only when someone opens the message, so Gmail opens count as real. Judge a campaign by clicks and bookings first. Tick Include suspected automatic opens and clicks to see the totals with the automatic ones added; it is off by default.
Clicks. A click is a person following a link in the message body or the button. Clicks from security scanners and link previewers, and several different links followed within two seconds, are treated as suspected and left out. The unsubscribe link and the footer are never tracked.
Conversions. A booking, Smart Form submission or marked reply is credited to the campaign when it follows a click within 7 days (the last campaign clicked wins). The sources are a confirmed consultation booking, a Smart Form submission and a reply you mark by hand in the lead drawer. A booking that still waits for online payment counts only once it is paid and confirmed; a hold that expires never counts. The fee shown is the consultation fee at confirmation ("Excludes later case value"); a later cancellation does not remove it. The conversion total never goes down: if you delete a credited form submission or booking later, the campaign keeps counting it and the page adds "N removed later" next to the breakdown by type. The Book a consultation and Request a consultation buttons lead to your own website, so their bookings and form submissions can be credited. Request a consultation opens your newest open Smart Form without a PIN, or the consultation request page when there is none.
Leads. A lead moves forward as it is emailed, opens, clicks, replies and books, and a booking by a lead's own email address or business domain links the lead to the new client. The lead drawer shows a timeline of these events.
Switching tracking off. Emails sent afterwards have no image and no tracked links, so nothing from them is counted or credited. Links in emails already sent keep working and record nothing.
Mark as bounced. For a bounce your mail provider reports later, open the delivery and choose Mark as bounced. The address joins the do-not-contact list and the mark counts toward the automatic bounce pause.
Privacy and retention. Detailed events are kept for 13 months, then summarised into the campaign totals. Totals, the funnel and fees stay the same; only the number of unique people who clicked each link is no longer shown. IP addresses are stored only as hashes under a key that changes every day, so they cannot be traced back.

The overview page at /admin/marketing adds the last 30 days of new leads, people reached, conversions and fees, a consultation fee trend, a lead funnel, and a warning when the sender queue has not run for more than 5 minutes while emails are waiting.

Outreach to leads

Outreach is cold email to the businesses in a lead list. It is stricter than client care and is available only when all of the following are true:

The plan has Leads Finder and your jurisdiction allows cold email.
Sender and compliance (/admin/marketing/sender) has an active outreach mailbox, a passed sender domain check (SPF and DMARC; DKIM is shown for information), accepted outreach terms, a responsible attorney and the firm office address.
The leads in the list have an email address that is not suppressed or marked do not contact.

Outreach also follows pacing rules:

Daily limit. The smallest of your plan's daily allowance, 150, and the warm-up limit: 20 a day in the mailbox's first week, then 10 more for each further week. Mailboxes on free email providers (Gmail, Outlook, Yahoo and similar) are limited to 20 a day.
Contact limits per lead. At most your plan's number of touches in 90 days (never more than 4), and at least 3 days between touches. Leads over the limit are skipped.
Sending window. Weekdays 09:00 to 17:00 in your firm's time zone by default. Emails due outside it wait for the next opening.
Message types. Introduction, partnership proposal or event invitation only. Outreach must not target people known to need legal help in a specific matter; you confirm this when you launch.

The Sender and compliance page also holds the firm region and the responsible attorney, and lets you send a test message and re-run the domain check.

Every marketing email ends with a footer that the system adds and you cannot edit or remove: the jurisdiction's advertising label (for example "Attorney Advertising"); for outreach, a line saying it is a commercial message from your firm; your firm name, the responsible attorney, office address and phone or website; an unsubscribe link; and the line "Unsubscribing takes effect immediately." Where the local rule requires it, the label is also added to the subject.

Each email carries a one-click unsubscribe. Mail apps can use the List-Unsubscribe header, and the link opens a page where the recipient confirms. The unsubscribe applies at once: the client is opted out of marketing email, or the lead is marked unsubscribed and its address is suppressed. Nothing further is sent to them from any campaign.

Jurisdiction notice

Rules for lawyer advertising differ by country and, in some places, by state or province. The platform owner records a reviewed rule for each jurisdiction. Cold email and direct mail are available only where an approved, unexpired rule allows them. Direct mail is further limited to US firms that bill in USD.

If Marketing is switched off, or a rule is missing, unverified or expired, the page explains why instead of opening. The platform owner can fix this under Super Admin → Marketing → Jurisdiction policy.