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Smart Send Direct Mail Campaigns

Smart Send Direct Mail Campaigns allow you to design and launch a direct mail broadcast campaign from a single place.  You can track offline delivery and online response activity at the campaign level all the way down to the individual.  You can personalize your tracked landing pages for a unique experience.

The Smart Send Direct Mail Campaigns Wizard

The Smart Send Direct Mail Campaigns Wizard walks you thru the entire process step by step for creating a Smart Send campaign. It will not let you move to the next step until the current one is completed with all required fields.

At any point during the campaign building process you can click on Save For Later for a draft to be saved and you can pick up where you left off at a later time. 

From the Home Page, or main navigation bar, click Campaigns and then New Campaign.  

Click on the Smart Send  button for this type of campaign.

Smart Send Direct Mail Campaigns - Create

You will automatically navigate to the Smart Send Direct Mail Campaigns Wizard which walks you thru step by step all of the processes to create a direct mail campaign.

Basic Information 

Enter in the Campaign Name and Return Address that will be printed on mail piece.  The Return Address is populated from your profile but you have the ability to adjust for the mail piece. Click Next to continue to the next step.

Smart Send Direct Mail Campaigns


Smart Send Direct Mail Campaigns are based off of lists that have been imported into Postalytics. Select from the drop down which list you want to send to.  You can choose from lists uploaded from Excel or .CSV files, or from lists imported from your CRM. If there is Variable Data or Logic in the template, the data in this list will be used. Click Next to continue to the next step.

Smart Send Direct Mail Campaigns - Recipients

In this example, the B2B list has been selected for this campaign.


Before you can use a template in a Postalytics, campaign, it must be “Proofed”. This means that you’ve accepted the way that your template has been constructed, and you’ve checked your personalization, pURLs, images, etc. for any mistakes. If you do not see the your template here, you need to proof it.  Go back to templates and proof the template. Select the Template for campaign.  Click Next to continue to the next step.

Smart Send Direct Mail Campaigns

Audience Tracking

Postalytics tracking lets you optionally use pURLS and/or QR codes on your mailpieces that redirect your recipients to any landing page you specify. If the template you chose has a pURL or QR code in it, you’ll be brought to this step. If your template does not include a pURL or QR, you’ll skip this step.

You need to Choose Your Domain for tracking.  You can use Postalytics shared Free Domain (p.ostal.us) or a Vanity Domain.  If you want to use your own domain you’ll need to add it to your Postalytics Account.  Visit our Vanity Domains page for more information on purchasing one or External Domains for information on how to configure.

Smart Send Direct Mail Campaigns - choose domain

You then will need to Pick A Style for the URL string. Postalytics offers two very different pURL formats – Random and Friendly URL Strings.

Random URL Strings will generate randomly selected letters, numbers or both for you. You choose the length of the character string. Use Random Strings when data privacy or fixed domain length are primary concerns.

Friendly URL Strings are chosen from the data fields in the contact list you’ve chosen for the campaign. In order to create uniqueness, you’ll need to choose two data fields. Most clients choose First Name/Last Name, in order to maximize the personalization of the creative. The length of the URL will vary based on the data in the contact list. The separator between first and last identifier is optional.  If you choose first name and last name as your identifiers, then your pURLs will have the following format:  FirstNameLastName.yourdomain.com

Style: Enter the URL end you wish to use in the URL end box.  For example, you might want to use the name of the promotion or the date as the URL end. Any combination of letters and numbers will work, just don’t use special characters or symbols in your URL name.  Using a URL end will prevent you from creating duplicate pURLs if you plan to use your domain for multiple campaigns. A preview of your pURL format will be displayed to the right.

Smart Send Direct Mail Campaigns - pick a style

After your Audience Tracking is formed, click Next to continue.


Starting URL is where you want your audience directed to when they enter their pURL or QR code.  This URL can be any site that has the Postalytics tracking code installed.  PURL campaigns enable you to redirect or “point” your campaign targets to any landing page, after they briefly visit the Postalytics’ server (where we record the “open” and pass along a cookie).  

You also may want to set an optional Goal URL that is referenced in the campaign wizard.  Once this goal URL is reached it will indicate a conversion. Thank you page URLs are commonly used.

The starting URL and Goal URL should have the complete full URL address (e.g. https://www.domain.com).

After your URL is completed, click Next to continue.


In this step, you can pick a date for when the campaign will be sent to the Print Delivery Network as well as the Postage Type for your campaign.  You can select today or a future date for the campaign.  Please note that it will take 5-7 business days to be delivered via USPS First Class Mail and 14-21 business days for USPS Standard Mail delivery.

Depending on your format (there is no standard class for 4×6 postcards), you can toggle between the First Class and Standard Postage types to see the difference in the Estimated Cost and Estimated In-Home Dates.

Tracking will begin as soon as the mail pieces enter the USPS tracking system.

Daily cut-off times are 11am PST each day; anything submitted after that will be processed in the following day’s production run. Production days are based on normal business days, including National Holidays.

Smart Send Pricing With Estimated In Home Date


is your final review of the campaign details.  You can go back any make any necessary adjustments by clicking on the Pen and Pad edit icon next to the step and make the necessary revisions.  Please review carefully as this is the final step.

  • Campaign Name
  • Return address printed on mail piece
  • Recipient List
  • Tracking URL format
  • Starting and Goal URLs
  • Send Date

If you’ve included a pURL in your campaign, we’ll perform checks to determine if your domain is properly set up and if the Postalytics Tracking Code is properly installed on your Starting URL landing page.

Smart Send Direct Mail Campaigns - confirmation

If the domain is not properly configured, or if the Postalytics Tracking Code is not installed on the Starting URL, you’ll receive the below error messages and prompts to correct the configurations:

Smart Send Direct Mail Campaigns - Confirmation Page Error Messages

After you have reviewed  and confirmed all of the campaign details are correct, click Next to continue.


is the final step in creating your Smart Send Campaign.  The Payment Order Summary outlines the current list quantity and unit cost and total amount.  Please note that the quantity you will be charged is for the total number of valid addresses.  

If the mail quantity does not look correct, go back to Lists and edit the records for this file.  You will be able to see which records are marked as invalid.  You can manually fix them there or upload a corrected list in the template.

For payment options, you have the choice of using the credit card on file, a different credit card, or using Direct Mail Credits from your account. Direct Mail Credits give you the option to pre-purchase credits at a discount to use across all of your campaigns.

Please note that you will NOT be charged at this point.  You will be charged when the final mail list is sent due to the fact that you can schedule campaigns out to a future date and your file list quantity may change.

Smart Send Payment Page

This is the final step in a campaign development.  Click Approve Payment and Create Campaign Now. If the campaign is scheduled for today then it can NOT be cancelled.

Once your campaign has been created and scheduled there are a couple more items to finalize.

If you used pURLs for tracking, they’re being created, which can take a few minutes for large lists. Once the pURLs have been generated, they’ll be live and can be tested.

Review Your Generated Postcards Or Letters

You can generate a high resolution PDF of each piece of mail that you’ve created within minutes of creating your campaign. Just visit your Campaign Dashboard and select the “Preview Created Mail” button, as outlined in this help article.

Smart Send Direct Mail Campaigns Settings Page

Visit your Smart Send Direct Mail campaigns settings page, where your can:

Set up notifications to go out when your mail delivery status changes and/or when goal conversions take place.

Smart Send Direct Mail Campaigns - settings page

Manage the “Live or Test Mode” status of your online tracking. Statistics gathered in Test Mode can be cleared out prior to the campaign going live.

Copy the Postalytics tracking code to insert in your landing pages (if not already completed).  This is very important to ensure offline to online tracking.  

Go to Postalytics Tracking Code Overview article. (Note, if your campaign has yet to be fully processed, this may not be available yet). You can also copy and paste the Tracking Code by visiting the “Integrations” page under your user name).

Smart Send Direct Mail Campaigns - tracking code

Access the Variable Data and Logic Assistants – you can personalize your landing pages with data from your campaign with our easy to use tools.  These widgets will assist in creating personalized landing page experiences on your own site.

Go to Postalytics Landing Page Personalization Options article.

Smart Send Direct Mail Campaigns - landing page tools

Postalytics Smart Send Direct Mail Campaigns are the most modern, integrated and powerful way to send list based, traditional direct mail. To learn more about trigger based, CRM driven direct mail, visit out Triggered Drip Campaign Help Doc.

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