If your law firm is considering a direct mail marketing campaign, we have some good news. targeted mail-based promotions remain one of the most effective ways to reach people, even in the digital age. however, not just any previous campaign will do. To create an email that is likely to generate solid leads for your business, you’ll need to pay close attention to several critical components. We’ll walk you through each of these essentials in this four-step guide. But first, let’s discuss the key reasons why you might want to try direct mail marketing.
direct mail marketing as a competitive advantage
First, it’s important to understand why you’re doing a direct mail…as opposed to, say, a series of emails. suffice it to say that the advantages of attorney direct mail marketing are many. First, you can be very specific in determining who will receive your mail based on geographic regions, income levels, and any number of other factors based on the data you collect. Second, it automatically increases the likelihood that your message will be seen when you put it on paper. a whopping 98% of people look at their postal mail the day it is delivered. that’s almost double the number of email users who regularly open and read messages, most of whom never receive the 20% of marketing emails intended for their inboxes. Perhaps most notable of all is the fact that your direct mail is more likely to stand out. With so many businesses turning to digital marketing, online competition is fierce and pay-per-click costs are high. While other law firms are bidding thousands of dollars worth of digital ads that consumers have grown accustomed to ignoring, they are far more likely to open, read, and act on your $2 per recipient mail, whether it’s a postcard, letter, or a brochure, several legal marketing tips will ensure you get more ROI from your direct mail campaigns.
4 steps to more successful direct mail marketing
These four proven strategies will help ensure that your law firm’s direct mail campaigns are as profitable as possible. 1. choose the right format.While direct mail can take many forms, the right one will depend on your goals and budget for each individual outreach effort. Are you drawing attention to an important or potentially emotional topic? You can choose to send a long-form letter that allows you to connect with prospects on a meaningful level. Or are you just trying to get more visibility for your legal team? in that case, an oversized envelope or folded brochure may be the best option to stand out in mailboxes.2. personalize each piece. every direct mail piece should have its own call to action. For some campaigns, you may have trained staff ready to take phone calls. for others, it might be better to create a corresponding landing page on your website where recipients can get more information or fill out a form. Whether you’re providing a phone number or a URL, it’s important to first decide what specific action you want people to take. so you can customize your content accordingly.3. automate mailing. no, you don’t have to pay a direct mail company to send your direct mail campaign. With web-based mail merge tools and document creators, you can easily automate those mailings in-house. For example, many businesses choose to use a combination of services such as FormStack and LOB documents so that promotional letters are automatically generated, printed, and mailed. by just one hit. Once set up, this method makes it very easy to regularly harness the power of direct mail marketing.4. follow-up plan.no direct mail marketing campaign will be as effective as possible without some form of follow-up. this can take any number of different formats depending on the nature of your message. maybe it’s a second shipment to enhance your offerings with a customer success story. Or maybe follow up that long letter with a colorful brochure full of testimonials. just make sure you have a plan in place. If your law firm is going to invest in copywriting, printing, and mailing, you need to make sure you maximize those marketing dollars.
Watch the video below to learn more about how to improve your document generation process with documents from the form stack.