In the legal world, trust is everything — and building it takes more than a single interaction.
That’s why many estate planning law firms are turning to repeat direct mail campaigns to stay top-of-mind with potential clients and turn interest into action.
One proven strategy? The 3-Mail Drop — a sequence of three coordinated postcards mailed over several weeks.
This approach is designed to guide prospects through the decision-making process with consistent branding and evolving messages.
Here’s what that looks like in action.
Why It Works
According to direct mail research, campaigns with three or more mail drops can increase response rates by up to 50%. Why? Because most people don’t act on a single exposure. They need reminders, reassurance, and relevance before making a move — especially with something as important as estate planning.
Each mailing reinforces your message, builds brand recognition, and creates more opportunities for a prospect to respond.
A Breakdown of a Sample 3-Mail Drop Campaign
Let’s look at a real-world example of how a law firm might structure their 3-part postcard campaign — each with a different goal, yet designed with consistent visuals and branding:
Mail Drop 1: Create Awareness
- Headline: “Protect Your Legacy with Confidence”
- Focus: Introduce the importance of estate planning and offer a free consultation.
- Message: Control your assets, reduce court costs, and protect your loved ones.
Goal: Spark interest and prompt the first call or website visit.
Mail Drop 2: Build Trust and Reinforce Expertise
- Headline: “Preserve What Matters Most”
- Focus: Highlight legal services like wills, trusts, powers of attorney, and guardianship.
- Message: Emphasize credibility, experience, and support for families.
Goal: Position your firm as the trusted choice and remind them to take action.
Mail Drop 3: Create Urgency and Offer an Incentive
- Headline: “Plan Boldly. Protect Wisely.”
- Focus: Introduce a referral bonus offer — $100 for both the referrer and the new client.
- Message: Make it easy (and rewarding) to get started or refer a friend.
Goal: Drive immediate response and increase referrals.
Why This Strategy Pays Off
By mailing three carefully timed postcards, legal practices can:
- Build familiarity and trust over time
- Deliver relevant, valuable information in stages
- Encourage prospects to act with compelling offers
- Strengthen referral networks with incentives
Want to Try It Yourself?
A 3-Mail Drop strategy is easy to execute — and highly effective. With Taradel, you can:
✅ Use professionally designed postcard templates
✅ Customize each piece for your legal services and branding
✅ Reach every household in your target area using EDDM®
✅ Track performance and adjust as needed
Want to see how it could work for your firm? Explore our free legal postcard templates and get started today.