How Direct Mail Became a Secret Weapon in the Digital Age (And How To Do a Campaign)
Video Overview & Insights
E828: Direct mail has quietly made a comeback. In a world crowded with emails and digital ads, physical mail is getting attention again - and delivering real results.
Edward you look uncomfortable for this one. Probably because it’s not digital and your field. I found it interesting having done a few DM campaigns years ago. No discussion on demographics (older people respond better), the high costs of printing (scale makes it work) and too much chat about buying lists (most people in DM have a customer list which they use for upsell and cross sell. That used to be a very common use case.) Other than all that I enjoyed it. An interesting discussion. I wish we had a similar business in the UK.
Wilson Zehr joins the show to break down how to easily do direct mail campaigns.
He’s been doing direct mail since 1999 and built a technology company that makes sending physical mail as simple as sending an email.
Great episode. I've was in marketing production for nearly 30yrs. And spent millions on direct mail for large and small companies. It's one of the most effective channels. I've sent scented pieces, product samples, medical prototypes, loyalty cards, dimensional pieces, and of course the regular stuff. Highly effective.
Wilson explains how direct mail has evolved, why it now performs better in some cases than digital marketing, and exactly how to set up and measure your own campaign.
We discuss:
Totally agree that direct mail is making a comeback. I’ve seen how adding a personal touch like that makes marketing feel more real. By the way, where’s the best place to reach out if I have a quick question?
- How direct mail works in today’s digital landscape
- How to find and target the right mailing list
I am interesting I manage several business that I can direct them to this services. What is the website? Could you please share the url? Thanks
- The costs, ROI, and tracking methods that matter
- When to use postcards vs. letters
Interesting conversation. The dentist use case related to new residents makes so much sense. The ROI must be through the roof on that one.
- Real examples of businesses using direct mail effectively
If you’ve ever wondered how physical mail still fits into modern marketing, this episode breaks it down step by step.
⭐️ Zairmail - https://www.zairmail.com/
⭐️ Wilson Zehr on LinkedIn - https://www.linkedin.com/in/wilsonzehr/
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00:00 Evolution of Direct Mail in the Digital Age
00:34 Zairmail: Bridging Legacy and Digital
01:40 Speedy: A New Direct Mail Application
02:37 The Appeal of Direct Mail
03:26 Basics of Setting Up a Direct Mail Campaign
04:50 Finding the Right Contacts for Direct Mail
06:59 Success Factors in Direct Mail Campaigns
08:57 Practical Examples and Niche Markets
15:57 Cost and ROI of Direct Mail
26:03 Comparing Direct Mail with Digital Campaigns
26:35 Challenges of Email Marketing
27:31 Effectiveness of Direct Mail
28:22 Combining Direct Mail with Digital Funnels
30:42 Case Studies and Examples
31:35 Targeting New Movers for Local Businesses
35:18 Automating Direct Mail Campaigns
38:17 Crafting Compelling Direct Mail
46:29 Innovative Direct Mail Campaigns
49:41 Conclusion and Final Thoughts
The Edward Show. Your daily digital marketing podcast: https://edwardsturm.com/the-edward-show/
#directmail #ecommerce #marketingstrategy