Postalytics makes it easy to trigger direct mail from Salesforce 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 Salesforce trigger Postalytics to do so.
What Salesforce Objects Can Be Used?
Since Postalytics requires names, companies and addresses for sending mail, you can create Salesforce Workflows that use the Lead or Contact Objects. It is important to setup the Salesforce Workflow and the Postalytics Triggered Drip Campaign to for the correct object.
Setup Your Salesforce Integration
Before you can trigger direct mail from Salesforce Workflows, you need to configure your Salesforce authentication in Postalytics. If you haven’t yet configured your authentication, follow these directions.
Here Are The Steps Required To Launch A Salesforce Triggered Drip Campaign
Below are the steps necessary to build, test and launch a Salesforce Triggered Drip Campaign. Each step is laid out in detail as you proceed through this article:
- Create a Postalytics Triggered Drip Campaign in “Test Mode”
- Add the newly created “Endpoint URL” to a Salesforce Workflow
- Trigger test Contacts or Leads for mapping and testing
- Change your Postalytics Triggered Drip Campaign to “Live”
Create A Postalytics Triggered Drip Campaign
Postalytics generates what is known as a “webhook URL” when a Triggered Drip Campaign is created. A webhook URL acts as a “listening” device for web applications like Postalytics. This is a URL that will be triggered by Salesforce when the condition is met to send the direct mail.
To read the full step by step instructions on how to create a Triggered Drip Campaign in Postalytics, read this article. Below we’ll focus on the Salesforce specific components. In order to create a Triggered Drip Campaign for use with a Salesforce Workflow, do the following:
Create a New Triggered Drip Campaign, and choose the Salesforce Button:
Give the campaign a name and enter your return address and then choose a template from your list of “proofed” templates. If you don’t see a template that you want to use, see the Create New Template article.
Next, choose your Salesforce Integration, and the Salesforce Object (Contact or Lead) that you will be integrating with. Remember, this should be the same object that you use to create your Salesforce Workflow.
Then follow the rest of the campaign wizard to complete the the tracking, URLs, confirmation, credits and payment portions of the campaign wizard. When you’re done, you’ve created your campaign and you’ll get the webhook URL that you can copy into your Salesforce Workflow. This is always available to be viewed or copied in the Campaign “Settings” section.
As you can see, your Triggered Drip Campaign is configured. It will need to be “Mapped” and should be tested using our unique “Test Mode” feature. We’ll come back to this shortly.
Add Your Webhook URL To A Salesforce Workflow
To create a Salesforce Workflow, look for the gear icon at the upper right hand navigation of Salesforce:
On the left hand side navigation, click on Process Automation and then Workflow Rules:
Then click on “New Rule” to create a new trigger based rule to start a Workflow. For the Object drop down, select “Contact” or “Lead” and click Next.
On the next screen, you will want to choose the criteria that you want for the trigger to run (and in turn generate the mailpiece). In the screen capture example, the workflow will trigger when any contact first name is equals to John.
After you’ve selected all of your criteria, click “Save & Next”.
You will then need to click on the “Add Workflow Action” and select “New Outbound Message”. A new screen will be shown and you will need to fill in the fields “Name”, “Unique Name”, “Endpoint URL”.
For the value for the Endpoint, paste in your “Webhook URL” from the Postalytics Triggered Drip Campaign that you created earlier. You can always get it in the Campaign Settings of your Triggered Drip Campaign.
Next you will need to choose select the fields from the “Available Fields” list box in Salesforce that you want to send over to your Postalytics template for both the addressing as well as any personalization fields you are using in your template. Without name and address fields, the campaign will not properly trigger a test and you won’t be able to launch the campaign.
Required fields include:
- First Name
- Last Name
- Street Address
- Zip Code
Note: Most customers use the standard Salesforce Address fields (for example in Salesforce Contacts – Mailing Street, Mailing City, Mailing State/Province, Mailing Zip/Postal Code). But, you do not need to, IF you have other fields created that hold the required data for the mailing.
Other fields you can optionally include are fields that you will be mapping into your Postalytics template for personalization (with either Variable Data or Variable Logic). You must include a Salesforce field for each Variable Data field that you’ve included in your template setup.
Use the “Add” and “Remove” buttons to move the correct fields from “Available Fields” to “Selected Fields”.
When you have filled in all the values of the “New Outbound Message” Page on SalesForce App. Click “Save”.
After you have clicked saved, your Workflow Rules on the Salesforce System hasn’t been activated (it is disabled by default), you will need to go to “Process Automation” -> “Workflow Rules”, select the Workflow Rule that you would like to activate and click “Activate” on the Workflow.
To verify if you have successfully created a new “Outbound Message”, you can navigate to the Outbound Messages menu on the left hand side nav bar.
Send A Test Contact Or Lead For Mapping And Testing
Before you leave your Salesforce Workflow, you will need to trigger a record to “hit” the webhook URL. We need sample data so that you can “Map” the fields from your Contact or Lead object to your Postalytics campaign, as well as test to make sure that everything is working properly. For example,create a new Contact with First Name of John. The Salesforce App will then trigger a workflow that maps to the outbound message that will then send a request to your Postalytics Triggered Drip Campaign to create a mail piece for mapping and testing purposes.
Map Your Drip Fields
After you’ve triggered a test contact or lead, navigate to your Postalytics Triggered Drip Campaign. You’ll see an indicator that you need to “Map Drip Fields”. This will appear until you’ve completed the mapping process. To get started, just click “Map Drip Fields”.
Assuming you’ve triggered a test Contact or Lead with at least the minimal name and address fields necessary for a Postalytics mailing, you’ll open up a screen that will prompt you to map the data fields from Salesforce that you want to use in your Postalytics Triggered Drip Campaign. You can scroll down the left panel to map up to 50 fields, including 35 “Variable Data” or user defined fields. These fields can all be used in your template that you’ve created.
You can even preview your template using the test data that you’ve sent over. You’ll see a checklist on the upper right side of the page to make sure you’ve mapped each field used in the template. When you’re finished, click “Create Mapping” on the bottom left side.
If you didn’t successfully trigger a test Contact or Lead to your Postalytics Triggered Drip Campaign, you’ll see the below error message. Go back to Salesforce and trigger another Contact or Lead with good address data and try again:
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 sending some tests from Salesforce to your new Triggered Drip Campaign after your mapping process is complete. You should verify that the mailers are being generated properly from the triggered Contacts or Leads.
The toggle between Mailing Test Mode and Live mode is located at the upper right hand corner of your dashboard. NOTE: You can toggle your campaign between Test Mode and Live Mode an unlimited number of times. Use the Test Mode setting to make changes to your campaign, such as editing your template or modifying Starting URLs or other settings.
To view the test mailers, click the “Preview Mail” feature. It might take a minute to render the first time. If no mailers pop up, go back and trigger another test contact.
Set Your Campaign To Live Mode To Start Sending
When you’re happy with the results, you can flip your HubSpot Workflow live and your Postalytics Triggered Drip campaign live:
Only when your campaign is “live” will you start sending mail. If you need to pause the sending, or make any changes, you can always change the setting back to Test Mode.