Wilson Zehr, founder of Send X and Air Mail, shared his entrepreneurial journey from software engineering to product marketing, focusing on how direct mail remains a powerful tool in modern marketing. His company initially bridged the gap between internet services and postal mail, later evolving into hybrid mail solutions.

He introduced Speedy, a one-to-one mailing tool designed for businesses to streamline letter-sending efficiently and cost-effectively. Wilson highlighted a successful school bond measure campaign in Eastern Oregon, demonstrating the effectiveness of targeted direct mail and audience segmentation.

His company specializes in automated mailing services, handling 50,000 to 100,000-piece mailings for industries such as real estate, mortgage, insurance, and call centers. Wilson also explained the differences between first-class and standard A mail, emphasizing that first-class mail ensures quicker delivery (2-3 days) and higher response rates, while standard A mail offers cost savings but takes longer (7-10 days).

Wilson emphasized the proactive nature of direct mail, explaining how automation tools simplify postage management, increase tracking capabilities, and enhance customer engagement.

Action Items

✅ Explore Hybrid Mail Solutions – Review Air Mail and its capabilities for streamlining direct mail campaigns.
✅ Test Speedy for Individual Mailings – Consider using Speedy to automate small-scale, one-to-one mailing without postal meters.
✅ Implement Targeted Mailing Lists – Use segmentation strategies to improve direct mail effectiveness.
✅ Evaluate Mailing Class Options – Weigh the benefits of first-class mail for speed and response rates vs. standard A mail for cost savings.
✅ Investigate Direct Mail for Your Business – If you’re a realtor, mortgage broker, insurance agent, or service-based business, explore direct mail automation.

Outline

Introduction and Background

Gabriel Flores introduces the podcast, The Shades of Entrepreneurship, and welcomes Wilson Zehr

Wilson shares his entrepreneurial journey, transitioning from software engineer to product marketing

He introduces Send X and Air Mail, explaining their evolution in direct mail technology.

Challenges and Evolution of Air Mail

Wilson discusses early challenges, including the internet bubble burst, 9/11, and the anthrax scare, which impacted funding and trust in mail services

The acquisition of his largest competitor, E Letter, and the eventual sale of his company to a production partner in Hayward, CA

Teaching entrepreneurship and working with various startups

Introduction to Air Mail & Speedy

Wilson explains Air Mail’s primary goal: making large-scale mailings faster and more efficient

Speedy is introduced as a one-to-one mailing solution, ideal for follow-up sales letters and corporate communication

Discussion on Air Mail’s role in healthcare, ensuring broad information dissemination across large regions like Oregon

Marketing Strategies & Use Cases

Wilson shares a case study: a school bond measure campaign in Eastern Oregon, where targeted direct mail increased engagement

Breakdown of target audience segmentation based on homeownership, renters, and families with children

Discussion on value propositions for different audience segments and the importance of diversifying marketing channels

Direct Mail vs. Speedy

Wilson contrasts direct mail (one-to-many) vs. Speedy (one-to-one communication).

Benefits of first-class mail: faster turnaround, better response rates, tracking capabilities

Cost-saving potential of standard A mail, which requires bulk processing but lowers postage costs

Importance of tracking and delivery confirmation in direct mail effectiveness

Target Audience & Market Segmentation

Typical clients: realtors, mortgage brokers, insurance agents, and service-based businesses

Direct mail as a proactive tool: reaching every household in America, unlike digital ads that rely on user engagement

Short-run automation tools for customized, high-response mail campaigns

Conclusion & Contact Information

Gabriel and Wilson discuss networking and understanding community needs to create effective marketing strategies

Wilson encourages businesses to consider direct mail as a valuable marketing tool

Contact information for Air Mail and Speedy, including website links and a toll-free customer service number

🔗 Learn More: www.zaremail.com | Speedy Service: www.zaremail.com/speedy
📞 Customer Support: 888-898-0066