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!
46:03
forum Ask episode
web_stories AI Snips
view_agenda Chapters
menu_book Books
auto_awesome Transcript
info_circle Episode notes
insights INSIGHT
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.
volunteer_activism ADVICE
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.
question_answer ANECDOTE
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.
Get the Snipd Podcast app to discover more snips from this episode
This book guides readers through creating a comprehensive marketing plan tailored to their specific business needs. It covers audience targeting, message crafting, and relationship building to drive business growth. The book focuses on practical strategies for effective marketing implementation, emphasizing the importance of understanding customer needs. It provides tools and techniques for creating a marketing plan, tracking progress, and adjusting strategies as needed. The book helps businesses of all sizes develop marketing plans, optimize marketing efforts, and maximize return on investment.
Too many lawyers focus only on digital marketing and overlook one of the most effective ways to reach clients: direct mail. In this episode, you'll hear from Wilson Zehr, the creator of ZairMail, about why direct mail remains effective and how his platform makes it as simple as sending an email. Wilson breaks down the costs, strategies, and formats that help lawyers connect with their ideal clients through the mailbox.
I’d love for you to follow me if you haven’t yet. Click that purple '+' in the top right corner of your Apple Podcasts app. I’d love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select “Ratings and Reviews” and “Write a Review” then a quick line with your favorite part of the episode. It only takes a second and it helps spread the word about the podcast.
Thanks to the sponsor: Smith.ai
Smith.ai is an amazing virtual receptionist service that specializes in working with solo and small law firms. When you hire Smith.ai, you’re hiring well-trained, friendly receptionists who can respond to callers in English or Spanish.
And they have a special offer for podcast listeners where you can get an extra $100 discount with promo code ERNIE100. Sign up for a risk-free start with a 14-day money-back guarantee now (and learn more) at smith.ai.
The 80/20 Principle 