How Lawyers Can Leverage Direct Mail Marketing to Grow Their Firms

Oct 11, 2023

Patrick Carver

Hi, I’m Patrick Carver / CEO, Constellation Marketing

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Direct mail marketing is a way law firms advertise their services by sending promotional materials—such as postcards, flyers, or letters—to a targeted group of recipients. Direct mail aims to reach potential clients by delivering personalized offers directly to their homes.

Even in today’s digital age, direct direct mail marketing is still relevant and powerful! This marketing tactic can effectively engage with prospective clients, promote your services, and increase your firm’s revenue.

Let’s explore the pros and cons of direct mail marketing and check out how to implement this dynamic advertising technique!

3 Undeniable Advantages of Direct Mail Marketing for Attorneys

Because over 90% of Americans are online, many attorneys believe that direct mail marketing no longer holds the power it once did. However, direct mail may complement your digital marketing efforts, helping to grow your law firm and secure new clients.

Highly Targeted Outreach

Direct mail allows for precise targeting by enabling law firms to create specific mailing lists based on various criteria (such as demographics, location, and legal history, among others). This targeted approach ensures that mailers are sent to people who are likely to be interested in your legal services. This precision increases the chances of generating a response and maximizes the return on investment (ROI) for your law firm marketing campaign.

Immediate Benefits

While law firm SEO is one of our favorite marketing techniques, the benefits of search engine optimization take time to recognize. In contrast, law firms enjoy almost instant returns with direct mail campaigns.

Creating a letter and mailing it takes only a couple of days—imagine having phone calls, website visits, and leads increase in this amount of time!

Appreciated by Younger Demographics

Did you know 71% of Gen X survey respondents report that direct mail feels more personal than digital communication? Many people find themselves overwhelmed with the constant bombardment they receive from digital media, so opening a piece of mail offers a welcome change of pace.

Direct Mail Marketing Challenges for Attorneys

While direct mail advertising has apparent benefits, it also comes with a few challenges.

Difficulty in Tracking

Compared to digital marketing, direct mail campaigns are more challenging to track. Here’s why:

  1. Limited Data. With direct mail, real-time data is not available on who has received the mail, opened it, or acted upon it.
  2. Interactivity. Digital marketing channels provide opportunities for immediate interaction through clicks and shares, which are easy to track. Since direct mail campaigns lack this interactivity, it is difficult to measure engagement levels.
  3. Analog Nature. Direct mail operates in the physical world. Once a piece of mail is sent, it’s out of the sender’s control. Unlike digital marketing, there’s no way to modify the message once it’s been sent.

Low Open and Response Rates

Did you know that direct mail pieces are only opened by 42.2% of people? Because of this low open rate, many potential clients may never see your direct mail piece.

Additionally, direct mail typically has lower response rates than other law firm advertising techniques. So, even if the recipient opens the letter, they may not act on it.

Legal Direct Mail Marketing in Action

Let’s discover how to implement an effective direct mail campaign within your practice area!

Criminal Lawyers

Direct mail is an excellent criminal defense marketing strategy for reaching out to arrested individuals. Your letters can offer legal assistance and outline your expertise in handling similar cases.

Your correspondence should be empathetic and understanding, addressing the recipient’s concerns and explaining how you can help them with their legal challenges. Lawyers should include their contact information and encourage recipients to schedule a consultation.

Additionally, attorneys can use direct mail to send brochures or informational materials about their law practice, highlighting successful case outcomes to establish trust and credibility.

Estate Planning Lawyers

Estate planning attorneys can send direct mail to people by identifying their target audience using demographic data, such as age, income, and home ownership status.

By focusing on residential areas where people with suitable demographics are more likely to live, you tailor your direct mail campaigns to address the unique concerns of these potential clients, such as wills, trusts, and estate management.

Personalized brochures, informational booklets, or seminar invitations can be sent directly to the identified households, emphasizing the importance of estate planning and sharing your unique insight. This targeted approach ensures that the direct mail reaches individuals who are more likely to require estate planning services, thus increasing the effectiveness of the direct mail campaign.

Traffic Lawyers

Traffic lawyers can contact people who’ve received traffic tickets through a direct mail campaign. By obtaining public records, you quickly identify individuals who have recently received traffic citations.

You can then send personalized letters or brochures directly to their address, offering legal assistance and explaining the potential consequences of their traffic violations.

These mailings can also highlight your expertise in traffic law, share testimonials, and emphasize the importance of professional legal representation. Providing contact information and a call-to-action—such as a free consultation or a special offer—encourages recipients to seek your legal assistance.

Bankruptcy Lawyers

Attorneys looking for a strategic bankruptcy law firm marketing tactic should consider using direct mail. An excellent approach is to target individuals being sued for credit card default.

By sending targeted mailings with information about bankruptcy and the benefits of legal protection, you provide viable relief options from their mounting debts. Consider including success stories, testimonials, and details about your expertise handling similar bankruptcy cases.

By offering a solution to their financial predicament and emphasizing the possibility of a fresh start, you encourage recipients to consider your legal services, providing them a lifeline during a challenging time.

Navigating the Legal Landscape of Direct Mail Marketing

As you begin a direct mail marketing campaign, you must ensure you properly navigate all legalities related to sending mail to prospective clients.

Know the ABA Model Rules

The American Bar Association has general guidelines on direct mail marketing that emphasize the importance of ensuring accurate and truthful communications.

Attorneys are encouraged to identify the mailer as an advertisement and to include their contact information. The mailed content should be relevant and respectful and avoid creating unjustified expectations about the outcome of future legal matters. Additionally, the ABA advises attorneys to respect recipients’ privacy and confidentiality.

These guidelines aim to maintain the integrity of the legal profession while allowing attorneys to responsibly promote their services through direct mail marketing.

Review Your State’s Bar Association Guidelines

State laws regarding direct mail can vary significantly. Some states have stringent rules about how lawyers can contact potential clients through the mail, while others may regulate the use of client testimonials.

To avoid ethical and legal issues related to direct mail advertising, lawyers must be aware of and comply with their state bar association’s specific rules and regulations.

3 Recommendations for a Successful Direct Mail Campaign

Before jumping into direct mail marketing, check out our top three tips for a successful campaign below!

1. Design and Copywriting

Appealing visual content helps your law firm stand out and attract prospective clients. Moreover, using compelling visuals in your mailers evokes emotion and help people see your firm more positively.

Using persuasive text in your material is crucial because it is the primary way for you to connect with the recipient. Employ powerful words that convince your target audience to take action.

2. Tracking and Analytics

These three techniques enable you to measure the success of your direct mail campaign:

  • Separate the phone calls you receive from your campaign by using a dedicated tracking phone number.
  • Designate a dedicated landing page for your direct mail campaign recipients.
  • Utilize a QR code that leads to your landing page to track your campaign’s effectiveness.

3. Reach Out Quickly After Receiving a Lead

As you know, time is of the essence when it comes to legal concerns. Therefore, it is essential to reach out to and educate prospective clients promptly after receiving a lead or mailing address. Doing so helps provide your target audience with a faster solution and allows you to capitalize on more leads!

The Next Steps for Your Marketing Journey

As you prepare to implement a new direct mail marketing campaign, don’t forget to leverage the power of Google and digital marketing, as well. By using SEO techniques and crafting compelling digital advertising campaigns, we have helped our clients at Constellation Marketing increase their law firm’s monthly revenue by over 300%.

Now is your chance. Snag your free consultation with trusted marketing professionals who will provide predictable growth for your law firm!

Patrick Carver

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