Casetext was one of the fastest-growing legal technology companies in the US — an AI-powered legal research platform serving over 100,000 attorneys. In June 2023, the company was acquired by Thomson Reuters for $650 million in cash, driven largely by the rapid adoption of its AI legal assistant, CoCounsel.
Before that acquisition, Casetext needed a reliable external partner to support their internal marketing team with email design, copywriting, and campaign execution across multiple products and audience segments. We worked as an embedded email marketing partner alongside their team for 9 months.
The Challenge
Casetext was scaling fast across multiple products — Parallel Search and Compose — while simultaneously trying to reach a highly specific audience: attorneys across different practice areas including employment law, plaintiff’s law, and litigation.
Their internal marketing team had the strategy. What they needed was a trusted execution partner who could move fast, work directly inside their systems, and deliver production-ready email campaigns without adding friction to their workflow.
Our Role
We worked as an embedded partner alongside Casetext’s internal marketing team — not as an outside vendor, but as an integrated extension of their team. We had direct access to Iterable, their email platform, and worked within their live workflows throughout the engagement.
Our work covered every stage of email execution:
Email Design & Copywriting
We designed and wrote 200+ emails across multiple campaigns — all concepts created in Figma and delivered as production-ready assets. Campaigns included:
- Parallel Search product launch and nurture emails
- End of Year (EOY) tax sale campaigns
- March Madness promotional campaign
- California Business Reopening campaign — including custom Golden Gate Bridge themed graphics and GIF countdown timers
- AALL “Product of the Year 2021” award announcement for the Compose product
- Webinar promotion campaigns driving 2,500+ registrants
Audience Segmentation & Personalisation
Every campaign was personalised using dynamic fields — first name, firm name, and practice area — ensuring attorneys received messaging relevant to their specific legal context. We developed separate drip sequences for employment attorneys and plaintiff’s attorneys, each with distinct messaging tailored to their workflow and pain points.
A/B Testing & Subject Line Strategy
We developed A/B test variations with subject line recommendations for key campaigns, continuously refining performance based on audience response patterns.
Funnel Setup in Iterable
We worked directly inside Casetext’s Iterable instance — building and managing drip sequences, setting up workflow logic, and collaborating closely with their team on campaign analytics and optimisation.
The Results
- ✓ 200+ emails designed, written, and delivered
- ✓ 9-month sustained engagement as an embedded partner
- ✓ 2,500+ webinar registrants from a single campaign
- ✓ 5-star Upwork review from the Casetext team
- ✓ Client acquired by Thomson Reuters for $650 million
Due to Casetext’s internal data policies, campaign-level performance metrics remain confidential — a standard practice for enterprise SaaS companies.
What This Case Study Really Shows
One webinar campaign drove 2,500+ registrants, with the Casetext team confirming strong results.
The engagement ran for 9 months — sustained, deeply collaborative, and trusted enough that we had direct access to their live marketing systems. In B2B partnerships, longevity is the clearest signal of performance.
Casetext gave us a 5-star review, with their marketing lead noting our “detailed knowledge of email marketing and thinking through the user’s journey.”
In June 2023, Casetext was acquired by Thomson Reuters for $650 million — one of the largest legal tech acquisitions in history. We’re proud to have played a role in their growth story alongside their exceptional internal team.
Rukmee Patel Marketing, Casetext (acquired by Thomson Reuters)“I cannot recommend Pulkit highly enough. I really appreciate his detailed knowledge of email marketing and thinking through the user’s journey in order to create the best copy and experience.”
