Family Wealth Planning

Get Your Mail Opened!

If you are using Direct Mail in your practice (and, you should be!), the most, most, most important thing is to get your envelope opened.

No matter how compelling your message and how spot on with your market, if your envelope ends up in the trash it's all wasted.

Think about it.  Where do you sort your mail?  Over the trashcan most likely.  So does everyone else. Your job is to make it past the sort and preferably into the open right away category.

Here's what we do with our seminar mailings and it works:

1. Letter must be sent in the #10 envelope used by your law office with your logo, name and address for return address.  Our law firm envelopes say Personal and Confidential and I'm sure this helps get them opened.
2. NEVER use a mailing label. So, no you don't need to purchase the mailing label extras that are offered by the list companies.  You want your mail to look personal.  Labels don't.
3. Use an actual stamp!  Never, never, never use a postage meter stamp.  And, I'm not a fan of bulk mail personally, at all.

I'm Out of the Office

Over the past few weeks, I've had the opportunity to see a lot of out of office messages.  And, most of them suck.

Here's an example:

"I'm out of the office and I'll be back on January 4"

It conveys almost no useful information at all. If I'm a client emailing my attorney and I get this message, I'm going to be really annoyed.  If I'm a prospect, I'm not going to be very excited about working with this attorney. 

This one is only slightly better:

"I'm out of the office, but will be checking email periodically.  I'll return on January 4.  Have a great new year!"

At least I know that my email  messages will reach my attorney and there's a bit of warmth and caring conveyed with the last sentence.

Here's one that is acceptable, but not ideal:

"Hi.  I'm out of the office until January 4.  If you have an emergency, please call [insert name] at xxx-xxx-xxxx or email xxxxx@xxxx.com.  I'll be checking email periodically, but will not be able to respond until after I'm back in the office, so please make sure to call or email [insert name] for emergencies. Have a great new year!"

Here's the best out of office message:

"Hi.  I'm out of the office celebrating the New Year in Canada.  I hope you too are having a great time!

If you have an emergency, please call [insert name] at xxx-xxx-xxxx or email xxxxx@xxxx.com.  I'll be checking email periodically, but will not be able to respond until after I'm back in the office, so please make sure to call or email [insert name] for emergencies. 

Also, if you'd like to schedule time to meet with me in the new year or refer a friend, family member or client to meet with me, please email xxxxx@xxxxxx.com with the details.

If you are emailing to arrange to have me come speak to your organization or to create a fundraiser for your group, please email xxxx@xxxxx.com with specifics and we'll get back to you with my availability.

I look forward to talking with you real soon!

Warmest regards,

Alexis"

As you can see, this "best" message has warmth, specific information, and reminds people that they may want to refer people to me or have me come speak to their group or organization.

This out of office message can be a valuable communication tool if used well OR it can convey the wrong message to potential and existing clients and your referral sources.