The Complete Guide to Direct Mail Integration

Marketing tools simplify your physical and digital marketing efforts. But when you use multiple tools, things can become complicated, processes take longer, and the results are often messy.

What you need is direct mail automation software like Postalytics. Our platform offers a wide range of integration tools to let you create campaigns, import your mailing lists, personalize them by pairing them with your CRM tools, and more.

Learn more about marketing automation integration and how it can benefit your direct mail strategies in our handy guide.

What We’ll Cover:

What Is Marketing Automation Integration?

marketing automation and direct mail integration

Marketing automation integration allows a marketing automation platform to connect with other tools and platforms. Through the use of APIs (Application Programming Interfaces), both platforms can share and sync data, typically with minimal to no coding required.

Here’s an example to understand this integration better. Your marketing and sales teams often need to access the same data to engage and nurture leads. When a lead is generated through a marketing automation platform like Marketo, integration allows this data to be automatically reflected in your customer relationship management platform, such as HubSpot.

This integration also works vice versa, reducing the amount of manual work needed to update records and create data from scratch.

What Is Direct Mail Automation Integration?

Direct mail automation integration allows businesses and agencies to leverage the power of multiple tools and bring them together to automate and streamline their direct mail campaigns.

You can use these integrations to combine your direct mail initiatives with other digital marketing channels. For example, with Postalytics, you can include pURLs on your direct mailers. When your clients use these URLs, they can be directed to the landing pages, and all that information can then be tracked and stored in your marketing tools.

With these integrations in marketing automation platforms, you can also share data, automate event triggers with certain actions, send emails to non-email responders and more.

Why Is Direct Mail Automation Integration Important?

why is direct mail integration important?

When you connect direct mail to CRM platforms and creative tools, you can unlock several advantages for your business. Here are three key reasons why you should adopt it today:

It improves customer engagement

When you integrate your direct mail with CRM software or design tools like Canva, you can improve the quality of both your mail design and the message within it. This has two benefits:

Customer acquisition: When you can tailor mail to the audience, it has a much better chance of resonating with them and turning them into leads or sales.

Customer retention: Mail that is aesthetically appealing and contains a meaningful message, promotion, or information is more likely to be well-received by the customer, keeping them engaged with your business.

It makes direct mail marketing cost-effective

Direct mail automation integration can reduce costs in direct mail marketing by improving efficiency, minimizing waste, and optimizing delivery. Here’s how:

Lower printing and postage costs: Batching and grouping, address validation, and print-on-demand eliminate excess inventory or spoilage from outdated materials.
Minimize human errors: When manual activities are removed from your processes, there are fewer chances of errors and inconsistencies. Fewer mistakes equal reduced costs.
Dynamic content: Automatically adjust messaging based on user behavior or segment, meaning no need for separate mailers per audience.
Improved campaign ROI: Triggered mail and A/B testing at scale increase conversion rates and reduce the need for mass sends.
Faster campaign execution: What used to take weeks can be done in hours, reducing time-to-market and freeing up team resources for higher-value work.

Quick integration implementation

Instead of relying on developers and engineers to help you integrate your most-used tools, direct mail automation integration allows you to integrate with another app in a few minutes or even automatically.

This helps your team leverage the power of multiple tools and create workflows that make the production and deployment of your direct mail marketing campaigns seamless.

Integration Tools for Direct Mail Marketing

image of Postalytics direct mail integration logos

Here are the top integrations Postalytics offers:

#1 2-Way Custom HubSpot Integration

Postalytics offers 2-way HubSpot integration that allows you to send personalized postcards and letters. You can use HubSpot contacts, lists and workflows to send tracked marketing direct mail in minutes, and triggered drip campaigns can be automated with this integration.

With USPS intelligent mail barcode delivery scans, each mailpiece can be monitored, and records can be continually updated in HubSpot.

#2 2-Way Custom Salesforce Integration

With Salesforce CRM integration, you can easily create mailing lists and use the data in Salesforce leads, contacts, campaigns, accounts, and workflows. You can track everything with Salesforce integration if you’re running multi-channel marketing initiatives.

You can even trigger direct mail based on specific actions or workflows, such as onboarding, abandoned cart, re-engagement, and upcoming purchase reminders. This helps you stay on top of things and lets automation trigger direct mail regardless of the volume.

#3 2-Way Custom ActiveCampaign Integration

Postalytics’ integration with ActiveCampaign lets you easily capture mail delivery and response data to trigger multi-channel marketing. It also allows your team to use the latest ActiveCampaign CXApps technology to help you stand out from competitors.

Personalization can be applied to each recipient using data from ActiveCampaign, and you can set up triggered direct mail based on specific actions. You can even import your designs without the usual back-and-forth.

#4 2-way Custom Zoho Integration

With Zoho CRM direct mail integration, your team can send direct mail to a set of new contact entries, add direct mail tracking data to each CRM record, copy and re-use a direct mail campaign, and automate campaigns based on Zoho workflows.

This integration even allows you to send direct mail to your entire contact list with one click.

#5 2-Way Custom High-Level Integration

Fully automated HighLevel direct mail integration lets you send triggered and personalized direct mail to your leads and customers throughout the customer journey and marketing funnel.

You can even track your direct mail delivery status within the tool and track who responded to the mailers. With pURLs, you can create personalized landing pages that require no setup time and feature variable logic and data, allowing recipients to receive a unique experience each time.

#6 2-Way Custom Klaviyo Integration

As part of your customer experience strategy, integrating direct mail with Klaviyo makes sending personalized postcards and letters easy and increases customer satisfaction.

Instead of exporting a .CSV file that takes a lot of time, you can import lists directly from Klaviyo lists and segments while your addresses get validated. You can even track mail delivery and response data, which automatically updates in Klaviyo.

#7 Marketo Integration

Our Marketo direct mail integration enables you to trigger multi-channel campaigns, create automated Marketo workflows, and scale your direct mail.

Once connected, the Postalytics-Marketo integration streamlines direct mail campaigns within Marketo, allowing personalized and automated direct mail to complement digital marketing efforts. With precise audience targeting, real-time tracking, and seamless data synchronization between platforms, you can increase campaign effectiveness, engagement, and overall marketing ROI.

#8 2-way Custom Zapier Integration

With Zapier integration, you can automate various direct mail activities and streamline your workflows using different tools with Zaps. Postalytics has developed an “action” and a “trigger” to work with CRM, email marketing, marketing automation, and other tools that work with Zapier. These actions can be used to send any supported direct mail format and can also be a part of a multi-step workflow within Zapier.

#9 Canva Integration

With the new Canva Direct Mail Integration, designing direct mail that drives conversions and ROI will soon be much easier.

Whether you’re creating a single direct mail piece or managing campaigns at scale, this integration brings creative and automation together, improving collaboration and streamlining your workflows. Use Canva’s intuitive design interface and tools to design direct mail postcards, flyers, self-mailers and more, and import them into your Postalytics campaigns with the click of a button.

#10 Adobe Integration

With the Postalytics Adobe Express integration, you’ll be able to design direct mail creative with all of the power of Adobe’s creative suite, including Firefly AI, Stock Images and more.

Design high-converting templates in Adobe Express, then drop them directly into your Postalytics account for automated, personalized direct mail.

#11 Fibersmith Direct Mail Integration

The Postalytics Fibersmith Vision integration is designed for marketers who want to leverage the latest Fibersmith API capabilities to maximize the value of their campaigns.

This integration helps broadband service providers save time and scale effortlessly with direct mail automation, leverage Fibersmith Vision to trigger personalized campaigns and track delivery and engagement using IMBs and personalized QR codes.

#12 Calix Direct Mail Integration

The Postalytics Calix Engagement Cloud integration lets marketers leverage the latest Calix API capabilities to maximize their ROI from direct mail campaigns.

With built-in address validation to ensure deliverability and reduce waste, the ability to trigger direct mail campaigns from audience segments in Calix and improved tracking functionality, you can drive more leads and sales.

#13 Incoming Webhook Integration

Postalytics can send direct mail to contacts triggered via webhook URLs. This is possible because we created a method that processes authenticated and properly formed JSON calls and generates direct mail.

This enables any third-party tool to act as a data source and workflow engine to trigger mail to be printed, sent, and tracked via Postalytics. To use this integration, you must first create an Incoming webhook-triggered drip campaign.

#14 Outgoing Webhook Integration

You can set up different endpoints for each campaign with outgoing webhook integration. Select “Webhooks” from the drop-down menu in your Postalytics username to set these webhooks.

Over here, you can select the different webhooks you want to be notified about.

The endpoint URL in this will be the receiving application that consumes the webhook we send you. Once you’re done, you can click “Update” to apply the changes.

#15 Direct Mail API

APIs have become an easy way for businesses to weave together applications in ways that best suit their needs. Postalytics provides a robust, modern direct mailing API to help you integrate the direct mail automation tools with your applications and workflows.

This helps you send automated postcards and letters without having to figure out how to construct UI-intensive functions, such as campaign wizards, template building, and direct mail analytics presentations.

#16 Log Viewer – Events, Outgoing webhooks, Incoming API & Triggered Drip Logs

Logs help users and developers understand exactly what is happening behind the scenes in Postalytics. These logs are filled with “events” that occur in an automated tool while creating, mailing, and tracking direct mail campaigns.

The Postalytics log viewer helps you look at the details surrounding these events. This tool is often used when integrating Postalytics with another system via the API or Postalytics integrations.

5 Tips to Maximize the Automation Integration Relationship

Here are five tips on making the most out of your automation integrations.

Use personalized marketing and sales tactics

The main benefit of using integrations is that you can personalize your marketing and sales strategies. For example, your marketing team can draw data from your CRM, allowing you to create direct mailers tailored to your target audience. You can even determine the lead’s stage and use those actions to trigger future campaigns.

Create precise lead-scoring criteria

Not all leads may be worth sending direct mail to. One method to determine which leads make the cut is lead scoring. The criteria for scoring lead scores depend on several factors, including how they entered your pipeline, their actions, and the size of their company.

Setting these criteria properly can help you create proper response plans and campaigns that result in high conversions.

Track post-SQL activity

A lead may have transitioned from a Marketing Qualified Lead (MQL) to a Sales Qualified Lead (SQL). In such a scenario, how your sales team communicates with them or takes further actions can make all the difference.

You can set up triggers that alert your sales team to the relevant information they need to move forward.

Remove duplicate instances

Duplication can lead to mixed messaging in your outbound communication, false reporting, and sometimes compliance issues. To avoid this, sales and marketing teams need to regularly review accounts for duplicate records and then delete them.

While integrating, ensure that you don’t have multiple workflows for the same task, as this can unnecessarily increase the time required to fulfill one activity.

Prioritize agility in integration

After integration, your teams will likely see a boost in productivity and performance, as they will now find it easier to complete tasks quickly.

To maintain the same standard, you need to prioritize agility in integration. One way to do that is to configure your integrations so that it does not require heavy coding knowledge. This way, you can easily make changes whenever required.

Automate Direct Mail Today

Direct mail marketing automation tools can be a quick and easy way to leverage marketing automation integration in different workflows and activities.

Automation can help you create, send, and track direct mail campaigns while tightening up processes and minimizing the risk of costly errors.

Using Postalytics, you can access many integration functionalities with top CRM tools like HubSpot and Salesforce. On top of that, you can even build your integrations with other tools without requiring heavy coding knowledge.

Get your free account today and automate your direct mail campaigns.

About the Author

Dennis Kelly

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Dennis Kelly is CEO and co-founder of Postalytics. Dennis joined Boingnet, the predecessor to Postalytics, in 2013. Boingnet was focused on providing print and direct mail marketing service providers the ability to add digital marketing channels to their direct mail campaigns. Postalytics is Dennis’ 6th startup. He has been involved in starting and growing early-stage technology ventures for over 30 years and has held senior management roles at a diverse set of large technology firms including Computer Associates, Palm Inc. and Achieve Healthcare Information Systems.