Wednesday, May 24, 2006

Direct Mail marketing by attorneys

Direct mail has been around since the Pony Express. The question whether Direct Mail is effective is almost as old. Dose it work for attorneys and law firms? As I like to always answer most questions "it depends".
Some critical things to look at are:
1. What type of clients are you trying to attract? Small business owners, affluent individuals, people charged with a crime, etc... This is the most important question you ask yourself because it directly effects the most critical factor of your campaign...
2. The mailing list. If your list is poor, you results will be poor, no matter how pretty or compelling your copy and design are.
3. Outsource or Inhouse? Most mailing houses only want large mailings (50,000 +) Your law firm may not need that large of list. If you do it inhouse, that is a lot of manhours stuffing envelopes, printing labels, putting postage on.
4. Cost. With an average of a 1% client acquisition, I suggest that you really look at the bottom line. Postage, design, and your time can add up fast.
5. Goals. What are your goals for a direct mail piece? To have the phone ring? to announce your services in a new practice area? To acquire transactional clients? How many?
6. Testing. This is the most ignored aspect of direct mail campaigns I see. Track your results for each direct mail piece. Compare list results. Compare copy/design results. With a little testing you can see what the most cost effective combination is.
7. Leverage other marketing efforts with your direct mail. For example, put your website address on your direct mail piece. Email a version of the direct piece to your clients. Speaking of email marketing..stay tuned...

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