Triggered Drip Direct Mail Campaigns create campaigns that “listen” for triggers from your CRM or Marketing Automation workflows to send out direct mail postcards and letters on a piece by piece basis. Once they are setup, they run without any need for manual intervention. Just like email based automation, except physical, printed mail is delivered to your audience.
How To Setup Triggered Drip Direct Mail Campaigns
It is easy to configure Triggered Drip Direct Mail Campaigns. From the Home Page, or main navigation bar, click Campaigns and then New Campaign. Click on the Triggered Drip button for this type of campaigns.
You will automatically navigate to the Triggered Drip Direct Mail Campaigns Wizard which walks you thru step by step through the process of setting up your campaign.
Choose Your Integration
In order for the Triggered Drip Campaign to work, you’ll need to identify the source of the “Trigger”. Postalytics has integrations with HubSpot, Salesforce and over 1,000 web applications through Zapier that enable you to setup workflows that will automatically send mail through the campaign you create here.
Name Your Campaign & Enter Your Return Address
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 specific campaign you are developing. Each campaign can have it’s own return address.
Template – From the proofed templates, you can select the one that you want to utilize for this campaign. If you do not see the your template here, you need to proof it. Save your campaign and go back to templates and proof the template. Select the template for campaign. Click Next to continue to the next step.
Sync – When activity happens, we will sync the delivery and response status codes back to your CRM or Marketing Automation. You can then use those statuses in new workflow decisions.
If you do not see your integration here go to Integrations in your profile, or to your Zapier Account to set one up. Triggered Drip Direct Mail Campaigns require an integration, as they will be waiting for a “Trigger” to send the mailpiece out.
When you have finalized your integration sync, click Next to continue.
Audience Tracking – Postalytics Triggered Drip Direct Mail Campaigns use pURLS and/or QR codes on your mailpieces that redirect your recipients to any landing page you specify.
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 Domains article for information on how to buy and configure domains to use in your mailings.
You then will need to Pick A Style for the URL string. There are 2 URL formats that you can choose from.
Postalytics Triggered Drip Direct Mail Campaigns offer 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.
When you have finalized the domain type and the URL style, click Next to continue.
URLS – 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://postalytics.wpengine.com).
After your URL is completed, click Next to continue.
Confirmation is your final review of the campaign details. You can go back any make any necessary adjustments to campaign by going back to the step that needs to be revised. Click on the Pen and Pad icon next to item that you want to adjust.
- Campaign Name
- Return address printed on mail piece
- Template which can be previewed
- Tracking URL format
- Starting and Goal URLs
If you’ve included a personalized URL (pURL) or QR code on your mailpiece, we will check the domain you’ve chosen to ensure that it is properly pointed to the Postalytics servers. We’ll also check your starting URL to ensure that the Tracking Code is properly installed.
Once you have reviewed and finalized the campaign details, click Next to continue.
Preload is required with a triggered drip direct mail campaign. You pre-purchase direct mail credits that work like stamps. This will allow your triggered drips to run continuously. You have the option to have us automatically re-load these credits when your account gets below 90% usage. Or you can set this to manual and re-load at your convenience. For manual reloads, we will notify you at 80%, 90% and 95% usage. If you reach 100%, no additional triggered drips will go out. We highly recommend setting this to auto so your drips stay dripping!
A minimum purchase of 100 direct mail credits are required for each triggered drip campaign.
Once you have finalized the method for reload credits and purchased the minimum 100 direct mail credits, click Next to continue.
Payment is the final step in creating your Triggered Drip Campaign. The Payment Order Summary outlines the direct mail credits quantity and unit cost and total amount. Please note that you will be charged immediately for the total number of triggered drip credits you requested.
You can use the credit card that is included in your profile or use a different card.
Once you purchased your direct mail credits, click Approve Payment and Continue Campaign Now to continue.
Once all of the above steps are completed, you will then proceed to Create Triggered Drip Campaign. Your drip campaign has been created and ready for workflows to hit it. There are 3 steps for completion.
- Copy Webhook URL into your workflow.
- Copy the the tracking code into your landing page and any other page where you want to display variable data.
- Use one of the three methods to insert variable data tokens and logic expressions on your landing pages.
Finally, you’ll activate Triggered Drip Direct Mail Campaigns in a CRM, Marketing Automation or Integration Platform. Ultimately, the webhook URL that you see on the page (and on the settings page of your campaign) will be either copied and pasted or pointed to in the “Trigger” software. See below how this works in HubSpot’s Workflow software.
In HubSpot select Trigger a Webhook in workflow.
Adjust the webhook Method to Post and paste Postalytics webhook URL and click Save.
Once completed and authorized, the triggered webhook is ready to go. Your campaign will “listen” for your Automation tool to trigger it, and send the postcard or letter you’ve chosen to each recipient with no further interaction. You can just sit back and relax while the campaigns keep on rolling along.
Your Campaign Is In “Test Mode” By Default
By default, when you setup a Triggered Drip Campaign in Postalytics, it will initially be in “Test Mode”. This is a feature that enables you to test your Workflow to make sure that it is firing properly and the connection to the Postalytics Campaign is working the way you want to – without actually sending mail and using your Direct Mail Credits!
We recommend using the HubSpot Workflow Testing Tool to Trigger some test contacts:
You can then go to the Postalytics Campaign Dashboard to view the mailers created with the “Preview Mail” feature. When you’re happy with the results, you can flip your HubSpot Workflow live and your Postalytics Triggered Drip campaign live:
The Campaign Dashboard – Analytics, Settings And Mail Preview
Your Triggered Drip Campaign Dashboard is the one stop shop for everything after your campaign is up and running. Visit your dashboard to: