The 80/20 Principle 310: The Power of Direct Mail for Lawyers: Insights from Wilson Zehr
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Jun 17, 2025 Wilson Zehr, creator of ZairMail and a savvy entrepreneur with a tech background, discusses the overlooked power of direct mail for lawyers. He reveals how traditional mail can trump digital marketing when executed right, emphasizing the effectiveness of targeted campaigns. Zehr introduces innovative tools like Xeromail, which make sending direct mail as easy as emailing. He also highlights strategies for reaching affluent communities and the importance of personalization in client outreach. Direct mail may be old school, but it’s making a compelling comeback!
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Direct Mail's Unique Effectiveness
- Direct mail reaches every household and business proactively and with precise audience targeting.
- It remains effective today with an average $13 return per $1 spent, outperforming many digital channels.
70/20/10 Rule for Direct Mail
- Focus 70% on targeting the right list and 20% on a compelling offer when running direct mail.
- Creative aspects like design and colors make up only about 10% of direct mail success.
Post Office Story on Direct Mail
- Wilson recounts a story about a hardware store owner who visited the post office wanting to do direct mail.
- The postal clerk was unable to assist, showing traditional mailing was confusing and inaccessible.
