Typical percentages usually mean nothing
When lawyers consider sending direct mail to prospects, they often think if they achieve a certain percentage, their mailing will be a success. They often call me and ask, "What is that percentage?"
Response percentages are the most misunderstood element in direct mail. You may have heard that a one percent response is good -- that a two percent response is excellent. But by themselves, these percentages mean nothing.
The percentage response depends entirely on your offer. The source of the "successful" one or two percent response arose from marketers who sent letters to people in hopes they would buy products. Depending on the marketer’s costs, a one or two percent rate of purchase was often very profitable.
Personally, I’ve had responses to direct mailings that exceeded fifty 50%, but I wasn’t asking anyone to buy anything. Instead, I was offering free information to a highly targeted audience as a way of building my mailing list.
For you, the only percentage response that’s important is the percentage that brings you the number of new clients you want. In addition, you should understand: Responses for different practice areas can vary widely. The response for estate planning will be completely different from the response for personal injury. Likewise, the response for environmental law will differ greatly from corporate bankruptcy.
Start by creating what you think will be your most compelling marketing message. Then launch your effort and track results so you know the number of new clients you attracted.
When you prepare for your second effort, strive for results that are better than your first. Then compare your past results with your present results because that’s the only comparison that carries any weight.
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© Trey Ryder
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