With online ads becoming noisier, more expensive, and harder to trust, many trade business owners are rediscovering the power of physical, personalised marketing that actually gets noticed.<\/p>\n\n\n\n
In Episode 481 of The Site Shed Podcast, Matt Jones sits down with Wilson Zehr, direct mail and marketing automation expert from Zairmail, to unpack why direct mail is making a serious comeback for tradies in 2026 and why relying on digital-only marketing may be hurting your conversions.<\/p>\n\n\n\n
This episode is packed with real-world examples, practical frameworks, and clear do\u2019s and don\u2019ts for using direct mail alongside digital marketing to win more local jobs, improve follow-up, and stand out in crowded markets, so make sure to listen until the end!<\/p>\n\n\n\n
Key Chapters:<\/p>\n\n\n\n
00:00 – Teaser
02:43 – Meet Wilson Zehr: From Software Engineer to Strategic Marketing
06:17 – The Nike Success Story and Why *Shoe Dog* is a Must-Read
08:52 – From Surfboards to Zairmail (Mail as Fast as Email)
12:26 – The “Junk Mail” Flip: Why Direct Mail Breaks the Digital Noise
15:04 – Marketing as a Mechanic (Direct Mail & Digital)
17:42 – Building Communication into the American Routine
20:30 – The 70\/20\/10 Rule (The Ultimate Direct Response Formula)
24:43 – Segmenting Voters for Overwhelming Success
27:32 – Proximity Mail: The Best Way for Home Service Businesses to Target Geographically
30:40 – Case Study or Offer, How Real Estate Agents Use Mail?
33:41 – Avoid the Shotgun Approach (Hyper-Personalization is Key)
36:25 – Why You Need to Be Remembered Before Disaster Strikes
39:34 – The Power of Fridge Magnets and Referral Stickers
43:56 – Scaling Past Word-of-Mouth
47:37 – Why Monthly Newsletters Beat Unreliable Email Deliverability
50:23 – Nurturing Leads with Email, SMS, and Direct Mail
53:24 – Direct Mail Best Practices
56:24 – Keep Messages Short and Drive Traffic to Video
1:00:33 – Your Website is Your Credibility<\/p>\n\n\n\n
📲 Watch the video version! https:\/\/youtu.be\/03B4nwRFBLM<\/p>\n\n\n\n
CONNECT WITH WILSON ZEHR<\/p>\n\n\n\n
Website: https:\/\/www.zairmail.com\/
Instagram: https:\/\/www.instagram.com\/wilsonzehr\/
Facebook (Personal): https:\/\/www.facebook.com\/wilson.zehr
Facebook (Business): https:\/\/www.facebook.com\/Zairmail\/
LinkedIn: https:\/\/www.linkedin.com\/in\/wilsonzehr<\/p>\n\n\n\n
CONNECT WITH THE TRADIE WEB GUYS!<\/p>\n\n\n\n
Website: https:\/\/www.tradiewebguys.com.au\/
YouTube: https:\/\/www.youtube.com\/c\/TradiewebguysAus
Facebook: https:\/\/www.facebook.com\/TradieWebGuysOfficial
Instagram: https:\/\/www.instagram.com\/tradiewebguys\/
LinkedIn: https:\/\/au.linkedin.com\/company\/tradie-web-guys
Matt\u2019s LinkedIn: https:\/\/www.linkedin.com\/in\/iamthemattj\/\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"
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