Is direct mail actually back in 2026 — or is it a dinosaur channel that should stay extinct?
In this episode of Owned and Operated, John Wilson sits down with Sam Preston (CEO of Service Scalers) to break down how the best home service companies are using direct mail as direct response, why some operators get 14x ROI while others lose money mailing the same market, and the exact levers you can pull to make mailers perform (audience, offer, format, frequency, and iteration).
They also get into why “legacy media” still works when executed well, how to think about underserved markets, and why your offer + ticket size determines whether direct mail prints money… or burns it.
Key Topics Covered:
- Why “someone in your market is winning” with direct mail (even if you think it’s dead)
- The 4 audiences to mail (members → active customers → inactive customers → net-new)
- What formats work: postcards, letters, Valpak, door hangers, even “weird” creative mail
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Host: John Wilson — https://x.com/WilsonCompanies
Guest: Sam Preston (Service Scalers) https://www.linkedin.com/in/sampreston/
More Ways To Connect with O&O
John Wilson, CEO of Wilson Companies
Jack Carr, CEO of Rapid HVAC
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