What You Need to Know About Direct Mail Marketing in Maryland
HothX Team April 20, 2023
An estimated 73% of American consumers actually prefer direct mail advertisements. That’s because it offers more flexibility, allowing them to read the ad whenever they want. Unlike online ads, direct mail marketing can be far less intrusive.
If your law firm is looking for an efficient way to increase leads, it’s the perfect solution. However, you must ensure you follow all of Maryland’s rules for attorney advertising.
Keep reading for everything you need to know about this method of law firm marketing.
The Benefits of Direct Mail Marketing
Direct mail marketing for lawyers has many benefits. More people check their actual mail compared to their email.
The average person gets around 100 emails every day. It’s very likely your message will wind up lost among a sea of other emails or even in the junk folder.
However, there’s far less competition with snail mail. Since there are fewer letters to look through, it’s likely your audience will read the material you send.
Direct mail is also more memorable. It’s tangible, and that makes it easier to form connections with your audience. Plus, even if they don’t need your services right now, they can put the ad away or place it on the fridge for later.
If someone throws a postcard or self-mailer out, they’re still seeing your business name. They’ll think of you in the future. That’s a good way to create more brand exposure.
How to Implement a Succesful Direct Mail Campaign
Law firm marketing requires knowing your audience and providing them with enough information to capture their interest. If you plan to implement a direct mail marketing campaign, make sure you do it right.
Start with the following steps.
Collect Targeted Leads
One of the time-consuming yet vital aspects of marketing is collecting leads. However, you don’t want to collect just any leads. You want to focus your efforts on finding targeted leads.
This is especially crucial for law firms that specialize in more than one area. For instance, maybe you cover both criminal and family law.
Segmenting your target market ensures you’re making the most of your efforts and sending mailers to the right people. It’s key to ensuring your leads convert and become clients.
CaseHunter Mail makes this part easy. We offer targeted leads that align with your practice areas. For instance, you can find traffic leads for non-serious offenses like speeding tickets or criminal leads if you help individuals facing DUI/DWI charges.
These are quality leads that undergo a validation process to ensure you get the most out of your investment.
Choose the Right Format
Direct mail can take many forms. You need to decide which type will suit the goals of your law firm best.
That’s why you need to start by setting SMART goals: specific, measurable, assignable, realistic, and time-bound.
Determine the specifics of your direct mail campaign, what you want to get out of it, and how much time you have to meet those goals.
Once you outline your goals and budget, you can decide on the format. Is it a letter, a mailer, a brochure, or something else? The right type will depend on what you plan to achieve in your outreach efforts.
A long-form letter has a more personal touch to it, while a mailer can grab their attention quickly.
Personalize the Mail Piece
Regardless of the format, you’ll want to reach out to your prospects with empathy. Personalizing each mail piece helps form connections with the recipients and gives your marketing efforts more of a human touch.
Law firm advertising should appeal to them and offer them help. Whether it’s a traffic ticket or a criminal case, these are individuals that are likely stressed, frustrated, or in pain. Now is your chance to show empathy and present them with options.
Here’s a clever direct mail marketing idea: create a special landing page on your website for mail recipients. Include a contact form and ways to gather more information. Talk about setting up a consultation and create a sense of urgency.
Train your staff so that they’re ready to present information when callers inquire.
Ask yourself, why should your prospects respond to your ad? Are you presenting an irresistible offer?
Provide value by offering more information if they call or a free consultation. Maybe you have an e-book or infographic on your website with more details on what they’re facing and what steps to take next.
Need more ideas? Read our post on boosting client engagement. You might decide to share your law firm’s story or take a more social approach. Remember, don’t be afraid to experiment if one method doesn’t provide results.
What the Law Says About Direct Mail Marketing
The State of Maryland codifies the rules for direct mail marketing in the Maryland Lawyer’s Rules of Professional Conduct. Law firms should familiarize themselves with the state’s bar rules.
You can find most of the relevant rules in the Information About Legal Services section. This part outlines regulations for advertising and solicitation.
Be sure to read the following:
- Rule 19–307.1.
- Rule 19–307.2.
- Rule 19–307.3.
- Rule 19–307.4.
- Rule 19–307.5.
These sections cover providing accurate information and what marketing types aren’t allowed.
Make the Most of Your Marketing Efforts
There’s no doubt that direct mail marketing has many benefits for lawyers. It’s an effective way to reach targeted leads and encourage them to contact you. With the right strategy, you can boost conversions and find more clients in no time.
Of course, there are a lot of moving parts in a direct mail campaign. That’s why it’s crucial to get it right.
CaseHunter makes it easier for law firms to find the right leads. Our direct mail marketing for attorneys in Virginia or Maryland is uniquely tailored to align with your goals. Contact us to learn more about what we offer and how we can provide the best practices for advertising.