Celebrating 10 years! 2007-2017

response rate for targeted mailers

So I am considering starting my own firm. I am thinking of cheapbrass10/07/17
10% is probably impossible, even with a highly targeted and majorkong10/08/17
Wow even that's surprisingly high. If 2% of recipients respo onehell10/09/17
I should have specified that those numbers are considered pr majorkong10/09/17
It would be helpful to know what kind of practice you intend guyingorillasuit10/08/17
Professional services aren't really sold through direct mail doublefriedchicken10/09/17
cheapbrass (Oct 7, 2017 - 9:52 pm)

So I am considering starting my own firm. I am thinking of mailing out targeted ads to a specific immigrant demographic (I speak the language) that might need my services. Does anyone have any idea what kind of response rate targeted mailers will generate? Ie. 10% response rate leading to new clients?

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majorkong (Oct 8, 2017 - 12:18 am)

10% is probably impossible, even with a highly targeted and well tailored campaign. An excellent response rate for any direct mailer is generally considered to be right around 5%, with 2-3% being average. The more important metric is conversion rate. As a rule of thumb, don't expect to convert more than 5% of those that respond into paying clients.

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onehell (Oct 9, 2017 - 4:17 pm)

Wow even that's surprisingly high. If 2% of recipients respond, and 5% of that 2% actually signs up, .02 x .05 = .001. One tenth of one percent.

May not sound like much, but that's one paying client per 1000 mailings. Assuming a cost of a dollar per mailing for postage and color printing and such, that's $1,000 spent per paying client realized. Even if each paying client only plunks down a 2k retainer that's still a 100% ROI.

Probably has to be the kind of practice area where you can get a retainer up front and bill it down hourly, and your target demographic has to be large enough that you can send out thousands of letters, but assuming it's done on the right scale then it sounds like targeted mailing can work even in the modern age, if your averages are right.

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majorkong (Oct 9, 2017 - 8:18 pm)

I should have specified that those numbers are considered pretty standard for direct mailers in the general sense, and not specifically for lawyers. I would imagine that it would be really tough to see that kind of result for a law firm, unless the practice area was so broad that you could reach a wide swath of the population (such as estate planning). It certainly wouldn't work for most litigation based practices.

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guyingorillasuit (Oct 8, 2017 - 2:39 am)

It would be helpful to know what kind of practice you intend to run, and what part of the world your immigrant group comes from. This is relevant because some immigrant groups have tons of attorneys (i.e. Chinese, Indian, Russian), and some don't. Some practice areas lend themselves to mass mailing, and some don't.

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doublefriedchicken (Oct 9, 2017 - 7:52 pm)

Professional services aren't really sold through direct mail. Targeted google? Sponsor local events? It's all about building name awareness so when a need arises your name comes up.

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