Postalytics makes it easy to trigger direct mail from HubSpot Workflows. Now, marketers can send individual pieces of direct mail (letters or postcards) without human intervention, 24×7. After a little bit of setup, direct mail is printed, mailed and tracked when conditions in HubSpot trigger Postalytics.
Setup Your HubSpot Integration
Before you can trigger direct mail from HubSpot Workflows, you need to configure your HubSpot authentication in Postalytics. If you haven’t yet configured your authentication, follow these directions. It should only take a minute or two.
Create A Postalytics Triggered Drip Campaign
Postalytics uses the new HubSpot Workflow Extensions tool to automatically enable your Triggered Drip Campaign to appear within HubSpot Workflows. You no longer need to “Trigger a Webhook” and worry about copy/paste of long URLs. The last page of the Triggered Drip Campaign Wizard tells you how to proceed.
Next you’ll open up your HubSpot Workflow and “Add an Action” to indicate that you want to trigger a mailpiece. Scroll down the right hand panel to “Integrations”. You’ll see a choice to “Send Direct Mail with Postalytics” – click it:
Map Your HubSpot Contact Data For Personalization
Now you need to map the data from your HubSpot Contact record into Postalytics. Here’s where you can make sure that all of the appropriate name, address and other personalization data that your template is using is mapped in from your HubSpot Contacts. Just select your Triggered Drip Campaign from the drop down and map your HubSpot contact data in by using the Contact Token drop downs. You can choose from the standard Postalytics Contact fields plus an additional 10 user defined fields – referred to as Variable Data fields.
The great thing about this mapping capability is that you can use HubSpot data to personalize your templates. Your when building your templates, you can insert the same Variable Data fields that you are mapping in this step. So, if you’d like to print “Company Name” in the creative, by mapping the field here, you can do it automatically.
You can also use the data fields that you map to drive dynamic content with the Postalytics Variable Logic feature. For example, you could map a Variable Data field to the “HubSpot Lead Score” field, then in the Direct Mail Template Editor, create logic to show one set of images and copy to the segment with Lead Scores under 50 and a different set to the segment with Lead Scores 50 and over.
The mapping process is very simple. See below.
Once completed and authorized, the Triggered Drip Campaign is ready to test. 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: