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Triggered Drip Direct Mail Campaigns

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 built custom integrations with HubSpot, Salesforce and Zapier (with over 1,000 web applications available). We’ve also built an Incoming Webhook integration that can trigger mail via just about any app with data and a REST API.

Triggered Drip Choose Integration

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.  

Triggered Drip Direct Mail Campaigns - basic info

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.

Triggered Drip Direct Mail Campaigns - Templates

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.

Note: The Sync step does not apply to “Incoming Webhook” Triggered Drip Campaigns.

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.

Triggered Drip Direct Mail Campaigns

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.

Triggered Drip Direct Mail Campaigns - Domain

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.

Triggered Drip Direct Mail Campaigns - url style

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).

Triggered Drip Direct Mail Campaigns - Starting URL

After your URL is completed, click Next to continue.

The Postage Step lets you choose between First Class or Standard Class postage for your campaign (except for 4×6 postcards, which are all first class by definition).

You’ll see an explanation of the pro’s & cons of each choice on the page — essentially you trade off speed/reliability of First Class for the per piece savings of Standard Class.

Learn more about when to use First Class vs Standard Class postage

standard mail triggered drip campaigns - postage option in wizard

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 chosen (the last PDF proof of the template will be displayed)
  • Sync
  • 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.

Triggered Drip Direct Mail Campaigns - Confirmation

If these aren’t configured properly, you’ll see error messages. Please refer to the Domains and Tracking Code help articles for more information.

Triggered Drip Direct Mail Campaigns - Confirmation Page Errors

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.

Triggered Drip Direct Mail Campaigns - Credits

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.

Triggered Drip Direct Mail Campaigns - Payment

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.

Depending upon which integration you are using (HubSpot, Salesforce or Zapier) there are different steps to integrate the Triggered Drip Campaign into the workflow. Here are links to articles on how to complete the integrations:

HubSpot Workflow Integration

Salesforce Workflow Integration

Zapier Integration

Incoming Webhook Integration

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!

Learn More About Triggered Drip Test Mode

(Test Mode works the same for all Triggered Drip Campaigns, regardless of the integration type. Triggering test contacts varies by product)

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:

  • See the performance of the campaign – Learn more on from our Direct Mail Analytics help articles
  • Modify the campaign settings – starting & goal URLs, turn your online tracking on and off for testing
  • See the actual mailpieces generated – Learn more here
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