Law Firm-Friendly EDDM To Help Spur Growth

Posted by Sean Farrington on Mar 28, 2018 11:04:00 AM

A recent study by Thomson Reuters showed that in 2017 many attorneys felt that attracting and retaining client business remained the top significant challenge facing small law firms. The study went on to say that 75% of the respondents noted that attracting new clients posed a moderate challenge for their firms specifically. How can EDDM (Every Door Direct Mail) help to make your client development efforts more productive? By allowing you to target an audience based on their geographical location. Most people choose an attorney based on the area of practice and geographical location. EDDM is a perfect way to spur growth by saturating entire neighborhoods—all without the cost of purchasing mailing lists and mail permits. Instead, you select postal routes within a geographical location using the USPS EDDM mapping tool.

 

In recent years there has been a strong resurgence of direct mail. Many businesses are shifting to a more balanced marketing platform: using both online and offline channels. They realize that the expansive digital landscape leads to information overload and informational distrust. Both of these combined make it harder for these firms to get their message through to clients and prospects. A recent Print in the Mix study showed that 79% of consumers act on a brand's direct mail piece. It also found that 56% found direct mail pieces to be more trustworthy than other media channels. This makes EDDM an easy to use vehicle to get your message out to potential clients without a lot of work on your part.

Direct mail lead generation for law firms3 things that makes EDDM Law Firm-friendly.

No mailing list required. EDDM works on postal routes which negate the time and expense of maintaining or buying a mailing list. The ability to select specific zip codes and postal routes allows you to target geographically, ensuring your message reaches consumers in areas that are most relevant to your law firm. The EDDM mapping tool also will show you some basic demographic data about the postal routes allowing you to make a more informed decision on which routes to exclude or include in your mailing.
 
EDDM provides flexibility with your messaging as there is a wide range of mail piece sizes that meet the EDDM requirements. The smaller formats allow for punchy and compelling copy, while the larger formats give you room to tell the full story of the problems your firm can solve.
 
Cost saving is a key feature of EDDM. At only $0 .178 per piece, the program is highly economical. Additionally, because you don't need a mailing list you avoid the expense of purchasing a list to get your message out to new clients.
 

Direct mail lead generation for law firms3 statistics that you should keep in mind when crafting your EDDM mailing strategy.

 
Postcards are read more often than sales letters. The USPS indicates that 98% of delivered mail ends up inside the consumer's house the same day it was delivered; with 77% of the mail being sorted and reviewed and 47% actually opened within the same day. By mailing a postcard you increase the chance of your message being read since there is no need to open it.
 
Go big or go home. Oversize postcards are a great way to stand out in the mailbox. A study by Direct Marketing Association showed that large postcards and large envelopes have the best response rate (4.25%).
 
Lower cost-per-lead than many other marketing channels. You may find that since there is no mailing list to buy, postcards are inexpensive to print, and postage is as low as $0.178 per piece, your cost-per-lead is going to be lower compared to many other marketing channels. Consider using these savings to invest in professional design work, or thicker card stock, or perhaps adding a UV coating to make your design pop.
 
One and done is a recipe for failure when it comes to direct mail. If you want prospects to begin to recognize your brand and the problems you can solve, it will not happen overnight. Experts suggest that it takes on average 7 impressions in an 18 month period for prospects to begin to start to remember your firm. To get the best return on your investment and time you'll want to consider targeting the same routes multiple times rather than multiple routes just a few times.
 
 
EDDM is a very cost-effective way to drive new business to your firm and has some tremendous benefits over traditional direct mail. Its simple cost structure, size flexibility, low set-up cost, and broad reach is a perfect way to target new clients within a geographical location. The less time you devote to coordinating the details of an EDDM campaign, the more time you have to focus on taking care of your clients. This is where Tuttle comes into the equation. You choose the area/routes you want to target and we can take care of the rest – from design to print and we can even help with delivery to the post office. Contact us today to get started.

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Topics: Direct mail, Lead Generation, Client Development, Client Retention, Law Firm Managment

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