To determine how the legal industry is using QR codes, in July and August 2011, we surveyed the Legal Marketing Association membership and other professional legal organizations. Click the infographic below to see the full size version.
This infographic may be republished using the following attribution: “Infographic courtesy of Vizibility Inc.”
We sent 5,571 formal invitations by email to both legal marketers (39%) and attorneys (61%). Additionally, the survey invitation was posted on more than two dozen LinkedIn message boards for Legal Marketing Association (LMA) local chapters.
The email invitations had a 10% open rate (22% for legal marketers and 2.1% for attorneys). The overall click-through rate was 46% (41% for legal marketers and 21% for attorneys). As a benchmark, according to Constant Contact, the typical click-through rate for legal services mailings is 13%. Therefore this mailing generated 3.5 times the typical click-through rate for emails sent to this industry segment.
Almost half of the email invitations were sent to the membership of the LMA, which represents 233 of the top 250 U.S. law firms. Of LMA members who viewed the invitation, 30% completed the survey.
In summary, 5,571 invitations were sent with an open rate of 10%, a click-through rate of 46%, resulting in 250 completed surveys.
Adrian Maynard is Vizibility’s director of marketing. He has more than 20 years of experience in marketing, many of those years in the technology industry. Find Adrian in Google at vizibility.com/adrian.