How to Grow Your Small Law Firm with Direct Mail Marketing

//How to Grow Your Small Law Firm with Direct Mail Marketing

There is no denying the fact that email marketing and networking on social media are two of the most popular ways to reach potential clients. But it’s also true that direct marketing is still a powerful tool for law firms. According to some studies, 51% of customers prefer that companies contact them through a combination of mail and email when communicating with them and 74% always or sometimes notice direct mail marketing when they receive it. So how do law firms get a slice of the direct mail marketing pie?

Cultivate A List

Your direct mail marketing campaign is only as good as your list.  You can create a good mailing list using a combination of the following tactics:

Public information. Depending on your practice area, you may be able to source a list from public records such as recent tax liens or bankruptcy filings. Just be aware of the ethics rules in your area.

Email list. Ask clients and potential clients on your email distribution list if they would like to receive information at their mailing address. You can sweeten the pot by offering them free information through the mail such as a book.

Direct ask. On your website and social media accounts, have an easy way for followers to share their mailing address. You can offer a physical newsletter or a book to encourage people to accept physical mailings from your law firm.

Design The Envelope

If you want an effective direct marketing campaign, you must pay attention to the information you put on the outside of the envelope. Even though more people pay attention to direct mail than many email marketing campaigns, it’s important that your envelop has information on the outside that makes the recipient want to open it. Don’t make it too busy just make sure that no matter how simple or complex the envelop design it achieves the goal of convincing the recipient to look inside.

Good Sales Copy

Once you get the recipient to open your direct mail marketing letter, the copy must sell your law firm.  Ask yourself, what is the purpose of sending this letter? Do you want the recipient to call your office and ask for an appointment? Do you want them to visit your website?  Make sure that your sales copy is written in a way that it convinces the recipient that it’s in their best interest to answer your call to action.

Remain Consistent

Direct mail marketing campaigns aren’t one-shot deals. If you want to be effective in your direct mail marketing campaign, you must send out a series of mailers.  The more mailers a recipient receives, the more likely they are to answer your call to action, visit your website or call for an appointment. According to a 2015 study, direct mail marketing campaigns have a response rate between 3.5% and 5%, which is impressive compared to the response rate of less than 1% for digital channels (i.e. email, social media, and mobile).


Direct mail marketing has a very huge ROI, delivering on average an ROI of 15 – 17 percent. But the biggest challenge is the upfront cost. While digital channels such as email and social media have very little upfront cost, direct mail marketing can be significantly expensive. However, since fewer companies use direct marketing, there’s less of a chance your law firm’s materials will get lost in the noise.

Diversify the ways you reach out to new clients, make direct mail marketing a part of your strategy.

By |June 5th, 2017|

About the Author:

For years, Josh has helped lawyers become more organized, productive, and profitable. A trained litigator, Josh came to Smokeball from a large east-coast law firm where his practice focused on franchise, insurance, marine, and general litigation. His work with Smokeball, and his continued passion for what he does each day, is driven by a desire to help lawyers and their staff do better in every way. Knowing well the stress and strain put on today’s legal professional, he regularly focuses on improving work and life in the law. He has traveled the country working with and learning from lawyers and their staff. Josh speaks regularly to bar associations about successful law firm practices and other legal topics. Recent notable engagements have been with the Chicago Bar Association, the Illinois State Bar Association, and the Missouri Bar’s Solo and Small Firm Conference. In addition to his work at Smokeball, Josh serves on the Writing Resource Center staff at The John Marshall Law School. Besides legal technology, his research interests include judicial decision-making, jury decision-making and psychology, and legal writing. He has written and overseen research exploring causal effects of sex/gender on federal appellate court decision-making, and assisted with research for a forthcoming textbook on judicial decision-making. Additionally, Josh sits on the Board of Directors of Chicago-based Community Activism Law Alliance and on the Board of Directors of Chicago Fringe Opera Company. Josh holds his J.D., cum laude, from Washington University in St. Louis, where he served as a Senior Editor of the Wash. U. Law Review, held the prestigious Thompson Coburn Research Fellowship, served as Research Assistant to then-Vice-Dean (now Chancellor) Andrew D. Martin, and clerked at the U.S. District Court for the Eastern District of Missouri. He holds a B.A. in Political Science and a B.M. in Music Performance with Honors Scholar distinction from the University of Connecticut, making him a Huskies basketball fan through and through. Follow Josh’s activity on LinkedIn, and keep up with new articles on the Smokeball Blog.