Ursula J. asks
Hi, What is the best type of direct mail piece (letter, postcard, etc.) to announce a company merger for 2 small service-based companies? Approximately 2,000 pieces will be mailed to a legal target market, locally. Thanks.
"Best" is a tricky issue, Ursula. You could make either a letter or postcard work. But my inclination is start with letters and then use postcards. I'd use one-page letters sent in a #10-size business envelope, like regular business-to-business correspondence. And I'd do different mailings and messaging to current clients vs. prospects.
I'd send a letter to current clients of both companies announcing the merger with a little on the new partnership but mostly emphasizing the new benefits to current clients and assuring them of continuity in the relationship. I'd follow that letter up with a telephone call or visit.
To the legal market prospects, I'd also start with a letter announcing the new business entity and introducing it. You have to ask yourself why prospects would care about your merger. What they want to know is what you can do for them whoever you are and whatever your history. Testimonials from your current clients might help with credibility.
After the letters, you could send postcards inviting prospects and current clients to an event, such an open house if new offices are being opened. If you belonged to the Chamber of Commerce or other association, you could arrange to introduce your business at a Chamber meeting or event and use that as a reason for a mailing. If appropriate to your type of business, you could offer a discount on first purchase or a free trial period to prospects with one of the announcement mailings and some reward to ongoing clients. Since I don't know what kind of services you offer, it's a little difficult to come up with the right offer.
The bottom line is to see the merger as an opportunity to do a marketing campaign over three to six months to introduce your services in various ways, using both letters and postcards. After that, the merger isn't news, so there goes that reason to mail. 
Good luck and let us know how the merger announcement goes.
Best regards,
Sandra