Estate Planning Firm Increases Consultations With Direct Mail and Retargeting
An estate planning law firm needed to increase consultations and reach households that had delayed creating wills, trusts, or medical directives. Their website traffic was steady, but conversion rates were low. They…
The Challenge
An estate planning law firm needed to increase consultations and reach households that had delayed creating wills, trusts, or medical directives. Their website traffic was steady, but conversion rates were low. They wanted to reach affluent, responsible adults who were ready to protect their assets and families.
The Strategy
They launched a 4,800-piece postcard campaign promoting “The Total Package” — a bundled will, trust, and POA service. The postcard was sleek and modern with minimal text and high contrast. OMNI reach SMB added Facebook and Google retargeting ads to reinforce their message online while tracking all calls and clicks.
The Results
The campaign generated 24 total responses, 18 from tracked phone calls and 6 from form completions. They booked 14 paid consultations and signed 10 full estate plans, producing $18,400 in revenue. Ad campaigns generated 13,300 impressions and 209 clicks across both platforms.
$18,400 Total Revenue 546% Return on Investment| Platform | Ad Displays | Clicks |
|---|---|---|
| 7,700 | 117 | |
| 5,600 | 92 |
Key Takeaways
Bundled service language resonates with families and professionals
Print + digital together builds credibility for legal services
OMNI reach SMB made it easy to track leads from multiple sources
This was the firm’s highest-performing offer since Q1 of the previous year
Customer Reviews
“This was our most effective campaign to date. Every response felt qualified.”— Jennifer, Managing Partner
“The tracking, creative, and timing worked perfectly.OMNI made it easy to manage.”
— Marcus, Marketing Director
“We always knew our best clients needed that extra nudge — the postcard was it.”— Susan, Client Relations Manager