The problem
Employment law keeps changing, and employer clients who hear about it from you come back for policies, contracts and training. If a firm sends no regular update, and a monthly email to 400 HR contacts would bring an assumed 1 extra advice instruction a month at $1,596£1,200€1,428A$2,304C$2,256 that's $1,596£1,200€1,428A$2,304C$2,256 of work a month going to firms that stay in touch.
What the AI does
Brevo is an email marketing service with segmentation and an AI content generator for subject lines and copy. A solicitor writes a short monthly update on changes that affect small employers and what they should check, with a link to book a call. Brevo sends it to HR and owner contacts who can be emailed, segmented by sector or client status, and reports opens and clicks. The email is general information; advice for a particular employer happens on the call.
A worked example
A three-solicitor employment firm in Birmingham has about 400 HR and owner contacts at employer clients and others who have opted in. A solicitor writes a 300-word update each month, a second solicitor checks it, and it goes out from Brevo's Starter plan.
Before
0 regular updates; employer clients hear about changes elsewhere
After
A monthly update to 400 contacts, with an assumed 1 extra advice instruction a month at $1,596£1,200€1,428A$2,304C$2,256
What it's worth
About $638£480€571A$922C$902 a month in profit, at an assumed 40% margin on $1,596£1,200€1,428A$2,304C$2,256 of extra advice work from 1 instruction a month. Brevo Starter is $8£6€7A$12C$11 a month for 5,000 emails and up to 500 contacts, enough for 400; Standard at $17£13€15A$25C$24 removes Brevo's logo. The extra instruction is an assumption; track inquiries that mention the email.
How to set it up
- Import only contacts you can lawfully email, such as people who opted in and existing clients under the soft opt-in, and record the basis for each.
- Write each update yourself, or check every line of any AI draft against the legislation and official guidance.
- Have a second solicitor check the update before it goes out, including the dates changes take effect.
- Include an unsubscribe link, your SRA details and a line saying the email is general information, not advice.
- Send monthly and log any work that comes from it.
What goes wrong
- An update with a wrong commencement date can lead an employer to act too early or too late. Check dates against the legislation and gov.uk.
- Emails to named people at companies still need a lawful basis under UK GDPR, and PECR's consent rules apply to sole traders and partnerships.
- Brevo's contact limit is tied to the email tier. Above 500 contacts, Starter moves to the 10,000-email tier at $16£12€14A$23C$23 a month.
- Generic copied content does little. Explain what each change means for small employers like your clients.