A study in 2017 showed that direct mail got more responses than emails, online ads, or social media. So, while it might seem old-fashioned, sending mail can still help law firms get noticed and bring in clients.
No matter what kind of law your firm handles — whether it’s family law, criminal defense, personal injury, or bankruptcy, sending letters can be a simple and targeted way to reach the right people.
Here’s how to make direct mail work for your law firm:
1. Timing matters.
As soon as someone’s case is added to the system, other law firms may send them mail. If your letter gets there too late, they might have already hired someone else. Using tools that check court records often and send mail quickly helps make sure you reach people at the right time.
2. Make sure addresses are correct.
You won’t be able to stop every piece of mail from coming back, but getting the right address can save you time and money. If you check addresses before sending letters, you’ll waste less paper and reach more people.
3. Make it personal.
People are more likely to open a letter if it looks like it was made just for them. Adding their name, using a nice design, or including a handwritten note can make a big difference. A simple typed page might not get much attention.
4. Be ready to answer the phone.
If someone calls your office after getting your letter, that’s great — but what if no one picks up? Most people won’t leave a message. They’ll just call another lawyer. Having someone available to answer your calls, like a call center, helps make sure you don’t lose that lead.
5. Stay involved and keep improving.
You can’t just send letters and hope for the best. You need to check how well your campaign is working and make changes if something isn’t right. Keep track of what works and keep improving as you go.
Marilyn Jenkins, Founder
MJ Media Group, LLC | Law Marketing Zone
Marilyn Jenkins, a digital marketing expert with 16+ years of experience, helps businesses grow through paid advertising, social media management, and SEO, especially Google Business Profile optimization. Her clients have achieved significant growth, some exceeding $2 million in sales and experiencing 14x ROI. You can learn more about Marilyn at https://lawmarketingzone.com