Professional services direct mail is a well-written, addressed letter from a firm to prospective or existing clients. It works because trust drives these decisions, and a considered letter signals care in a way an advert rarely does.
Overview
Accountants, solicitors, financial advisers, architects and consultants sell expertise and trust. A letter is a familiar format for these relationships and gives room to explain a deadline, a change in rules or a new service in plain language.
Regulated firms should check their professional body's rules on marketing communications before sending, and keep claims factual. Your team approves the exact wording before anything is printed.
When to use it
How to start, step by step
- Choose a clear topic. One deadline, change or service per letter, explained in plain English.
- Check your rules. Make sure the wording follows your regulator's or professional body's guidance.
- Write as a person. Sign the letter from a named partner or adviser with a direct contact.
- Offer a low-commitment next step. A short call, a checklist or a free initial meeting.
- Track enquiries. Use a dedicated email address or web page so you can count responses.
Which format to choose
| Use | Format | Why | From, per item |
|---|---|---|---|
| Client letter or deadline notice | Letter — A4 | Formal, familiar and detailed. | £1.90 |
| Seminar or clinic invitation | Postcard — A5 enveloped | Professional feel in an envelope. | £2.20 |
| Service guide | A3 to A5 Enveloped | Space to set out services and fees. | £2.45 |
Prices come from the live AutoLetters price list. They include printing and UK postage, are the same at any quantity, and have no VAT added because AutoLetters is not VAT registered.
Worked example
Illustrative scenario, not a customer case study. An accountancy practice writes to 250 local businesses before the self-assessment deadline. Signed by a partner, offering a 20-minute call.
250 × Letter — A4 at £1.90 each = £475.00, printed and posted.
Response depends on your list, offer and timing, so we do not quote response rates. Measure your own with a unique code or web address.
Mistakes to avoid
- Jargon that clients do not use.
- Unsupported claims about results.
- Letters signed by "The Team" rather than a person.
- No clear next step or deadline.
Preparing artwork that prints correctly
Every format has a trim size, a bleed area and a safe zone. Extend background colours and images into the bleed so no white edge appears after cutting, and keep text, logos and QR codes inside the safe zone. Use images at 300 DPI at printed size, and leave the address area clear, because the printer adds the recipient's address there. Each product page lists the exact supplier measurements, and Lenny checks uploaded artwork against them before you approve it.
Building a list you can use
You can send to a list you already hold or to an audience of UK addresses built around a postcode. If you use your own list, include only people you have a lawful basis to contact by post, remove anyone who has asked not to hear from you, and keep a record of where the data came from. The Information Commissioner's Office publishes guidance on direct marketing under UK GDPR. Check that every address is complete and current: incomplete addresses cost money and do not arrive.
Measuring the result
Decide how you will count responses before you send. A unique discount code, a short web address, a dedicated phone number or a simple “how did you hear about us?” question all work. Divide the campaign cost by the number of responses to get a cost per response, then compare it with your other marketing. Where you can, hold back a small group from the mailing, so you can see how many of them would have responded anyway.
How AutoLetters handles it
Lenny, the AutoLetters AI campaign specialist, helps you choose a format, drafts the wording and artwork to the printer's exact measurements, and helps build the audience: either UK addresses around a postcode or a list you already hold. You review a print-accurate preview, then approve the exact print file. Nothing is printed or posted until you approve it.
AutoLetters sends addressed mail to UK addresses only and does not offer unaddressed door drops. Postal delivery timings are not guaranteed.
Questions
Can letters be sent in an envelope?
Yes. A4 letters can be posted in an envelope; check the A4 letter page for the options available.
Who checks the wording?
You do. Lenny drafts it, and you approve the exact print file before anything is printed.
Plan your campaign with Lenny
Describe what you want to promote and who should receive it. Planning is free and needs no account.
Plan with Lenny See pricing