315: Email is the Most Under-leveraged Marketing Channel for Lawyers (with Tyler Cook)

13 snips

Sep 16, 2025

Tyler Cook, an email marketing expert, shares his insights on why email is the top ROI marketing channel for lawyers. He emphasizes that email consistently outperforms social media and reveals the three essential automations every lawyer must implement. Tyler discusses how to craft emails that captivate readers and the role of AI in streamlining content creation. He provides pro tips on enhancing deliverability and maintaining a healthy email list, proving that even a small list can yield significant results.

Ask episode

AI Snips

Chapters

Books

Transcript

Episode notes

INSIGHT

Email Is A Persistent, Owned Channel

Email remains a core, persistent business channel because nearly every online action ends with an email address.
Owning email reduces dependence on platform algorithms and delivers more consistent ROI than social media.

ADVICE

Use A Branded Domain With Proper Authentication

Do not send marketing from a gmail.com or personal account; use a corporate domain and set SPF, DKIM, and DMARC.
Configure these authentication records before sending to avoid deliverability failure with major providers.

ADVICE

Clean Old Lists Before Uploading

Validate and clean old contact lists with tools like NeverBounce before uploading to your ESP.
Remove invalid addresses to avoid spam traps and protect sender reputation.

Get the Snipd Podcast app to discover more snips from this episode

Get the app

Email isn't dead—it's dominating. In this episode, email marketing expert Tyler Cook explains why email remains the highest ROI marketing channel for lawyers (and just about everyone else). You'll learn:

Why email still outperforms social media by a mile
What kind of emails people actually want to read
The 3 automations every lawyer should set up—no exceptions
How to use AI to write powerful emails fast (without sounding robotic)
The truth about open rates, sender reputation, and avoiding spam filters

Whether you're brand new to email marketing or ready to take your list to the next level, this episode gives you a clear roadmap—and some surprising tactics most lawyers miss.

Plus: Tyler shares his favorite pro-level deliverability tips, and how even a tiny list can bring in big results when used the right way.

Resource Links

Tyler Cook: LinkedIn profile
Tyler Cook: Hypermedia website
Tyler Cook: newsletter about email marketing
Rand Fiskin (SEO expert)
Perry Marshall (author of 80/20 Marketing book)
Neverbounce (email verification)
Beehiiv (email platform for newsletters)
Hubspot (CRM and email sending platform)
Dean Jackson (email marketing guru)
Hoppy Copy (helps write good emails)
Jarvis (AI-powered marketing copy)
Copy.ai (marketing copy assistant)
Google Alerts (get automatically notified of important news)
ChatGPT Lab (a weekly AI workshop for lawyers)
Apply to join the ChatGPT Lab
The 80/20 Principle (my techlaw newsletter)
The Inner Circle (my online community for lawyers)

Follow and Review:

I'd love for you to follow me if you haven't yet. Click that purple '+' in the top right corner of your Apple Podcasts app. I'd love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select "Ratings and Reviews" and "Write a Review" then a quick line with your favorite part of the episode. It only takes a second and it helps spread the word about the podcast.

Thanks to the sponsor: Smith.ai

Smith.ai is an amazing virtual receptionist service that specializes in working with solo and small law firms. When you hire Smith.ai, you're hiring well-trained, friendly receptionists who can respond to callers in English or Spanish.

And they have a special offer for podcast listeners where you can get an extra $100 discount with promo code ERNIE100. Sign up for a risk-free start with a 14-day money-back guarantee now (and learn more) at smith.ai.