How Direct Mail Marketing Works

Let's get something straight right now—direct mail marketing works.

Direct mail marketing works because the majority of consumers in general like to get mail at home. According to the United States Postal Service, 98 percent of consumers bring in their mail the day it's delivered, and 77 percent sort through it immediately.

As soon as they start opening their mail, they will see your message and immediately evaluate the service based on your words and images. If your pitch taps into a need the customer immediately has, rest assured he or she will hold on to that advertisement.

Direct mail marketing campaigns can reach populations who are less likely to use the Internet or the yellow pages to find an attorney. Even today, not everyone owns or uses a computer. And remember, just because you have a website or a yellow page ad still does not mean people will find your practice.

Direct mail marketing also works because you can target people who are more likely to be interested in your legal services. It is an aggressive tactic that allows your advertisement to easily enter through the doors of your potential client's home. Not only does it enter the home, it has a shelf life, or a lingering marketing effect. Rather than simply driving by a billboard ad, the potential client will have your physical advertisement sitting in their home.

How does it work? It starts with your potential clients receiving a letter from you. Then, those people you've targeted can put a personalized URL (such as lawcurl.com/johnd1234) into their computer or phone.

Once entered, the URL brings up a webpage with your message and an optional video. With three clicks, your target can schedule an appointment with you.