Direct Mail

It seems like direct mail has been all but forgotten.  Despite it being a decidedly less than sexy medium when compared to TV advertising or the Internet, direct mail still works.  It works mainly because people will always read their mail.  E-mail can easily be deleted.  You can now fast forward through commercials on TV.  But with direct mail, your message piece will at least be seen because people always read their mail.  This isn’t to say that direct mail is some sort of magical elixir for your marketing.  It isn’t.  But direct mail can still help win your law firm business.

A key in making direct mail work for your firm is being very targeted with your topics and with whom you send your direct mail pieces to.  Taking a personalized approach to direct mail will increase your response rate.  Sending social security disability pieces probably won’t resonate with someone who is 34.  Likewise, sending a Yaz brochure to a male probably won’t resonate as well.  Thus, it is important to make sure you select topics that are relevant and send them to people who will find those topics relevant.  Otherwise, you’re just sending junk mail.

Another important factor that is forgotten is that direct mail needs to be consistent and ongoing just like your other marketing.  Your TV ads wouldn’t work if ran them once a week and at random times.  So why would you assume your direct mail campaign would work done piece meal as well?  You need to send out direct mail pieces consistently so people know to look for them.  You need to make your client’s jobs easier by being consistent.  An inconsistent effort will lead to inconsistent results.

Direct mail is also cost efficient.  You’re sitting on the data needed for your direct mail campaign.  So, all you need to do is put it to use.  Use your past client’s information and get back in front of them.  They are your best sources for developing new business.  Your firm is already top of mind for them and assuming you did a good job with their case, would be more likely to use your firm than another.  You just need to educate them about what else your firm does.  This is a much easier sale than trying to convince a new prospect to do business with your firm.

Are you considering direct mail as a possible advertising avenue for your firm?  If so, contact Network Affiliates today.