You’ve built your firm website, sent out the mass emails, stayed on top of SEO, and maybe even invested in online ad placement. But what if there was a way to put your firm’s information and even breaking news directly into the hands of your target audience on a regularly scheduled basis?
The answer is a Direct Mail marketing strategy. You may be thinking, “Snail mail? Is 2018 ready for such technology?” Absolutely, and allow me to share some reasons why your firm may be missing out on an invaluable way to connect with clients and prospects if you are not currently implementing a physical newsletter or mailer.
- Get Personal
Direct Mail reminds your client base that you’re a valuable part of their community, and ensures you are in their thoughts when there are changes in their lives that require re-evaluating their existing estate plans. In data collected by the UK Royal Mail, 60% of respondents said Direct Mail made a more lasting mental impression on them, and 57% said mail marketing makes them “feel valued, and creates a more authentic relationship.” Not only does this open a window for your target audience to connect with your firm, but also gives them something physical to share with friends and family.
- Spread Your Message
Direct Mail gives you the opportunity to share important announcements with existing clients, prospects, and centers of influence. Information can include upcoming seminar dates, new legal services, announcements of published books, new staff information, or even life events in the office. Your valued clients will be happy to have a physical list of seminars and law firm information they can recommend to others at their next family gathering or community outing.
- Show Consistent Branding
Newsletters are an opportunity to distribute valuable content and put your best foot forward. Contacting a reputable print house is a great way to ensure you have high quality, clear printing (you don’t want blurry or smudged images on the newsletter your graphic designer spent time tweaking and perfecting). You can also see different paper weights and glosses prior to printing to make sure your newsletter feels substantial when it lands in a client’s hands. At the Academy the Your Estate Matters quarterly client newsletter may be the easiest marketing tool our Members have available to them. The Academy writes the articles, designs the layout, and prints all of our Members’ custom information on them. All they have to do is mail them out! Some of our Members use a mail house to further simplify the process. We even post our Members’ Newsletters to their websites at no additional charge as an added benefit!
A good marketing strategy is one that works from many angles, and utilizing Direct Mail marketing such as The Academy’s Your Estate Matters newsletter pops your firm off of the screen and into the hands of your clients and prospects.
Chloe Slovinsky
Projects and Events Coordinator
American Academy of Estate Planning Attorneys, Inc.
9444 Balboa Avenue, Suite 300
San Diego, California 92123
Phone: (858) 453-2128
www.aaepa.com
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