Boosting Your Direct Mail Campaigns with HubSpot Workflows

Many businesses use HubSpot to store their customer’s data, which their marketing teams use to send emails or devise personalized ad campaigns using the powerful HubSpot Workflows feature set. Yet, when it comes to direct mail marketing, HubSpot doesn’t natively provide any automation to send direct mail marketing campaigns. 

Well, good news – Postalytics offers HubSpot integration! With access to contact details, activity history, lists, and more, you can automate your processes, reduce the time between production and deployment and make sending direct mail as easy as sending emails. 

Let’s understand more about how this integration works. 

First Things First – HubSpot Premium Integration

Aside from the basic capabilities ingrained in the integration, we now offer customers premium integrations thanks to the many changes and updates in the API. 

With a HubSpot direct mail integration, you can: 

• Import lists from HubSpot contacts for smart send campaigns.
• Send triggered direct mail from HubSpot by using triggered drip campaigns and workflows.
• Sync response event status codes and direct mail delivery for each campaign back into HubSpot for automation and additional workflows. 

The premium integrations are only available with a Postalytics subscription plan – marketer, pro, agency, or annual commitment. 

With HubSpot Premium, you can access various objects (the different types of relationships and processes in your business) like contacts, companies, deals, tickets and custom objects support. With premium, you get two separate integrations – premium integration for HubSpot contact objects and premium integration for HubSpot company or other objects. 

Each has a slightly different setup, but you can use both, as a single Postalytics account supports multiple HubSpot integrations. 

You can choose to receive event status codes back into HubSpot and select which events to post back. This system provides an effective way to manage and report mail activity within your CRM tool. 

Direct Mail Campaigns from HubSpot Contact Object 

Using the premium integration, you can set up triggered direct mail from HubSpot Contact workflows. This helps you send individual direct mail pieces without human intervention. You only need to conduct a setup, and your direct mail will get printed, mailed, and tracked when the conditions in HubSpot trigger campaigns in Postalytics.

To set up your HubSpot premium integration for contact objects, follow the steps given in this guide. 

The next step is to create a Triggered Drip campaign using the wizard in Postalytics. 

Once the campaign has been designed, create your HubSpot workflow, set your trigger, and select the “+” sign to “Add an action.” The action you enter will trigger your direct mail campaign. 

Next, select “Send direct mail with Postalytics,” by scrolling down to the right-hand panel to the Postalytics section. 

Your campaign will remain in test mode by default. To test the workflow, we recommend triggering one or more test contacts by enrolling a contact with the Enroll button. 

Once the test is successful, click the “Preview created mail” button in the upper right-hand corner of the dashboard. 

You can then turn your campaign live by having the required credits or proceeding with the steps to purchase credits. 

Direct Mail Campaigns from HubSpot Company 

This functionality allows you to set up triggered direct mail from HubSpot company or other object workflows. To do this, you must configure your HubSpot Company or other object authentication in Postalytics. You can follow the steps given in this guide. 

Unlike Contact Objects, Company and other objects don’t allow Postalytics to use the HubSpot workflow extensions tool to enable triggered drip campaigns to appear within HubSpot workflows automatically. 

You can follow the steps below to get started: 

1. Create a triggered drip campaign.

2. At the end of the campaign setup, click the “View required info” box.

3. Set an enrollment trigger and be sure to allow “Re-enrollment.”

Next, click the plus sign under the trigger to “Add an action” and then select “Send a webhook.” This indicates you want to trigger a mail piece via a webhook. 

4. Add the required address fields and set up the webhook with the required specs.

5. You can then test the workflow and see the records enrolled have completed the workflow.

6. Next, preview the created mail, add the required credits, and turn your campaign Live.

Smart Send Campaigns from Imported HubSpot Contact List 

Instead of manually entering your data for direct mail campaigns, Postalytics/HubSpot integration allows you to import a HubSpot Premium Contact Object List for Smart Send Campaigns. 

Select the “Import a list now” button on the Integration confirmation page to import a list immediately after completing the Premium integration. 

On the other hand, if you are on any other page in the app, select “New list” from the list dropdown menu. 

After completing these steps, you’ll arrive at the Import New Contact List page. Click “HubSpot Premium Contacts.” 

Name the list and select your integration option. 

After this, you’ll get a new dropdown to select the list you want to import. Select that list and click “Import.” 

Review your direct mail data and click “Looks Good. Start mapping.” 

Then, map each of the HubSpot data fields to the corresponding Postalytics fields. Once done, click “Confirm field mappings.” 

On the next page, you can view the data fields you selected in the previous step. If it looks good, click “Import now.” 

Your list is now ready to use for the Smart Send Campaign. You can even edit, download, and delete the list. 

Event Status Code on HubSpot Timeline 

Postalytics event status codes in HubSpot help marketers automate initiating triggered mail and access delivery and response campaign data easily. 

You’ll get the selected event status codes on your timeline when you create a Smart Send campaign using an imported contact list with Premium integration for HubSpot Contact Objects.

Here’s a list of Postalytics status codes: 

• MailPieceCreated: The mail piece has been sent to the print provider.
• Addressed: You can create an event when the mail piece has been addressed.
• Printed: The printing of the mail piece is done.
• Mailed: The initial scan from the USPS is done.
• InTransit: The mail piece is being processed at the entry facility.
• InLocalArea: The mail piece is being processed at the destination facility.
• ProcessedForDelivery: The mail piece is ready for delivery at the recipient’s nearest postal facility.
• ReRouted: The mail piece is rerouted to a different address.
• ReturnedToSender: The mail piece is returned due to any error.
• pURLOpened: The recipient has visited the pURL.
• pURLCompleted: The recipient has visited their goal URL.

Here’s an example of how your timeline gets updated. 

Some common event status code use cases are: 

• Triggering the next step in the direct mail HubSpot workflow.
• Sending an email to a mail recipient when they open your pURL or when the mail gets delivered.
• Sending a text message or email to your sales rep when the recipient completes their online goal.

Final Thoughts 

Postalytics Hubspot integration is a game changer. With the integration, you can set up event status codes, import lists, trigger direct mail campaigns, and combine direct mail initiatives with other marketing campaigns.

Instead of spending weeks getting your campaign from design to deployment, you can automate workflows to save time and money. 

Want to try this integration for yourself? Subscribe to Postalytics today.