Most organizations send end-of-the-year holiday cards to extend thanks to their clients and vendors for their support and business throughout the year. Although it is true that these pieces are not necessarily legal marketing pieces in the traditional sense, this does not mean that they cannot also fulfill a marketing purpose while expressing good wishes!

This year, approach holiday cards from a direct mail perspective and take advantage of this end-of-the-year touch point. When sending holiday cards (and other direct mail pieces), follow these legal marketing rules and tricks of the trade for maximum results.

1.     Target a small number of influential recipients.

The beauty of direct mail is that your firm can easily manage the size of your campaign and therefore, the total cost.

Whittle down your mailing list to the most essential recipients. Direct mail, particularly pieces as intimate as holiday cards, should be reserved for those recipients that could provide the most favorable cost-reward ratio such as important clients, prospects, and industry contacts. Do not forget influencers like press contacts that you’ve developed working relationships with.

2.     Handwrite and customize.

Customizing every single holiday card is neither a feasible nor smart option for your law firm, particularly if you are a small group with limited resources. However, you probably have time to pen a personal message in a few key cards, such as those going to loyal clients who have sent business your way.

Even if you can’t include a personal message, your law firm can do the next best thing—handwrite the recipient address on the front of the envelope. This not only lends a personal touch, but also increases the odds that your card will be opened. Think about it from a legal marketing perspective: among the dozens and possibly hundreds of stock holiday cards flooding your practice, wouldn’t a more personalized envelope catch your eye?

3.     Provide a call to action.

Direct mail pieces are meant to illicit an active response like calling your law firm’s toll-free phone number or returning a survey card. Be sure to provide a call to action on all direct mail materials in order to achieve the legal marketing goal you have in mind for that particular campaign.

This rule can even apply to holiday cards. For example, if your firm supports a few non-profit organizations throughout the year, consider setting up a donation portal on your webpage and including a phrase like this one on your holiday cards: “We’d love to make a donation in your name. Visit to choose which charity should receive your donation!”

This will not only demonstrate that your practice supports social responsibility initiatives—something that a growing number of consumers across all industries are beginning to care about—but can also drive traffic to your website.

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