Being Direct: Tips and Tricks for Improving the ROI on Your Law Firm’s Direct Mailer Campaign

Originally published in the National Law Review.

Direct mail campaigns are reliable and trackable advertising sources designed to capture new leads and spread brand awareness. But in a growing landscape of digital marketing options, there are several reasons why law firms should still be using direct mail marketing.

Reasons Why Direct Mail is Still an Effective Legal Marketing Channel

Most everyone, businesses and individuals, has a mailbox and looks through all their mail. Direct mail reaches a diverse demographic of people in a targeted area, making direct mailers a useful advertising source for law firms.

Builds brand trust. Print media has proven to foster more trust among recipients than advertising over digital media.

High return on investment. Direct mailing has one of the highest response rates with the lowest overall prices. Many potential clients prefer to be contacted via mailers because of its convenience, readability level, and the ability to have a tangible object to view. Studies have shown that people are more influenced to take action after receiving direct mailers. It is also an affordable way to reach a large population of people.

Less competition. There is less traffic in direct mailing, thereby decreasing the print mail competition. Direct mail has lost some popularity due to the ease of transitioning advertising into digital media channels. However, this has led to busier, more expensive, and more competitive digital spaces while resulting in open, less crowded direct mail channels.

There are advertising options. Direct mailers come in multiple forms including letters, postcards, brochures, and festive cards. This type of physical advertisement stands out, is more easily remembered, and tends to spark an emotional response. It also provides the opportunity to cater to your business advertising to the recipients who are going to most value the direct mailers.

Guaranteed it will be seen. It is all but certain that direct mailers get seen. Most people check and read their mail daily. Do not leave it up to a special algorithm to get your advertisements in front of potential clients. Direct mailers do end up in the hands of much of the targeted audience. Just under half of those viewers take action on the mailers they read, making it a great return on investment for direct mail campaigns.

Read more at DenverLegalMarketing.com.