The Edward Show How Direct Mail Became a Secret Weapon in the Digital Age (And How To Do a Campaign)
4 snips
Oct 10, 2025 Wilson Zehr, founder of Zairmail and a veteran in direct mail, sheds light on the surprising comeback of physical mail in today’s tech-driven world. He explains how his company makes direct mail as efficient as email, using tools like Speedy. Wilson dives into the essentials of launching a campaign, targeting the right audience, and measuring ROI. He shares strategies for effective list selection, optimal formats, and creative approaches, along with real-world success stories, highlighting when to use direct mail versus email.
AI Snips
Chapters
Transcript
Episode notes
Real World Confusion At The Post Office
- A hardware-store owner walked into the post office asking how to do direct mail and found no help.
- Wilson contrasts that moment with Xeromail's simple upload-preview-send workflow.
Refine Targets With Geographic And Demographic Filters
- Narrow targets by geography and demographics and run list counts before buying.
- Use filters (income, homeownership, presence of children) to improve match even if each adds a small cost.
Estimate Per-Piece Costs And Budget Lists
- Expect postcard costs around $0.64 each and letter mail $0.80–$1.00 per piece including printing and postage.
- Budget for list acquisition separately; base list data via Xeromail can be a few cents per record.