Boosting Your Direct Mail Campaigns with HubSpot Workflows

Many businesses use HubSpot to store customer data. Their marketing teams use this data to send emails or devise personalized ad campaigns using the powerful HubSpot Workflows feature set. Yet, when it comes to direct mail marketing, HubSpot doesn’t natively provide any automation to send direct mail marketing campaigns. 

Well, good news – Postalytics offers HubSpot integration! With access to contact details, activity history, lists, and more, you can automate your processes, reduce the time between production and deployment, and make sending direct mail as easy as sending emails. 

Let’s understand more about how this integration works. 

Table of Contents

• What is HubSpot?
• Understanding HubSpot Premium Integration for Direct Mail
• Top 3 Use Cases of HubSpot Workflows in Direct Mail
• How to Connect Your HubSpot Workflows to Postalytics
• Event Status Code on HubSpot Timeline
• HubSpot Marketing Automation with Postalytics

What is HubSpot?

HubSpot is an inbound marketing and sales software that connects various tools and data silos across marketing, sales and customer services and brings them together into a single, unified CRM environment.

It helps businesses attract visitors, convert leads, and close customers. It can also improve and even automate many aspects of their processes, including

• Customer service management
• Content creation and management
• Lead generation
• Social media management

Understanding HubSpot Premium Integration for Direct Mail

Aside from the basic capabilities ingrained in the integration, we now offer premium integrations thanks to the many changes and updates in the API. 

With a HubSpot direct mail integration, you can: 

• Import lists from HubSpot contacts for smart send campaigns.
• Send triggered direct mail from HubSpot using triggered drip campaigns and workflows.
• Sync response event status codes and direct mail delivery for each campaign back into HubSpot for automation and additional workflows. 

The premium integrations are only available with a Postalytics subscription plan – marketer, pro, agency, or annual commitment.

With HubSpot Premium, you can access various objects (the different types of relationships and processes in your business) like contacts, companies, deals, tickets and custom objects support. With premium, you get two separate integrations – premium integration for HubSpot contact objects and premium integration for HubSpot company or other objects.

Each has a slightly different setup, but you can use both, as a single Postalytics account supports multiple HubSpot integrations. 

You can choose to receive event status codes back into HubSpot and select which events to post back. This system provides an effective way to manage and report mail activity within your CRM tool. 

Top 3 Use Cases of HubSpot Workflows in Direct Mail

It is time-consuming and resource heavy  to start from scratch every time you want to create a direct mail campaign. Here are three ways you can use HubSpot workflows to create and deploy your campaigns quickly and easily.

1. Personalize Direct Mail for Customer Retention

When integrated with Postalytics, HubSpot workflows allow businesses to create highly personalized direct mail campaigns. These workflows enable the automation of tasks based on customer behaviors and data. For example, you can segment audiences by actions like website visits or email opens. This segmentation feeds into Postalytics, where variable data printing can be used to create personalized messages for each recipient.

For instance, you can automatically trigger a personalized postcard to be sent after a customer abandons their shopping cart, with a special offer tailored to them. The integration enables seamless automation and personalization across both digital and physical channels.

2. Nurture Leads With Timely Direct Mail Pieces

With HubSpot’s automation, you can set up workflows that trigger direct mail based on lead activity, such as email interactions, form submissions, or website visits. 

For example, when a marketing qualified lead downloads a whitepaper or reaches a certain lead score, a tailored postcard or letter can be automatically sent to them, reinforcing your brand and message. You can follow this up with email campaigns. This omnichannel approach helps nurture leads by keeping them engaged through multiple touchpoints. By reaching them with the right message at the right time, you can guide leads through the sales funnel more effectively.

3. Automate Post-Purchase Follow Up With Direct Mail

Once a customer completes a purchase, you can set up HubSpot workflows to trigger the sending of thank-you postcards, special offers, or loyalty rewards through Postalytics. 

This automation ensures timely and consistent follow-up, enhancing customer satisfaction and encouraging repeat business. For example, after a customer buys a product, a personalized postcard with a discount code for their next purchase can be sent automatically. This keeps your brand top of mind and builds long-term customer relationships. To trigger these campaigns, you can combine HubSpot’s CRM capabilities with Postalytics’ direct mail features.

How to Connect Your HubSpot Workflows to Postalytics

Below are three ways to connect your HubSpot workflows to Postalytics. This integration helps you draw data from HubSpot, and use it to personalize mail pieces and trigger campaigns in Postalytics.

Direct Mail Campaigns from HubSpot Contact Object

Using the premium integration, you can set up triggered direct mail from HubSpot Contact workflows. This workflow setting helps you send individual direct mail pieces without human intervention. You only need to conduct a setup, and your direct mail will get printed, mailed, and tracked when the conditions in HubSpot trigger campaigns in Postalytics.

To set up your HubSpot premium integration for contact objects, follow the steps given in this guide. 

The next step is to create a Triggered Drip campaign using the wizard in Postalytics.

Once the campaign has been designed, create your HubSpot workflow, set your trigger and workflow actions. Select the “+” sign to “Add an action.” The action you enter will trigger your direct mail campaign. 

Next, select “Send direct mail with Postalytics,” by scrolling down to the right-hand panel to the Postalytics section.

Your campaign will remain in test mode by default. To test the HubSpot workflow automation, we recommend triggering one or more test contacts by enrolling a contact with the Enroll button.

Once the test is successful, click the “Preview created mail” button in the upper right-hand corner of the dashboard.

You can then turn your campaign live by having the required credits or proceeding with the steps to purchase credits. 

Direct Mail Campaigns from HubSpot Company

This functionality allows you to set up triggered direct mail from HubSpot company or other object workflows. To do this, you must configure your HubSpot Company or other object authentication in Postalytics. You can follow the steps given in this guide. 

Unlike Contact Objects, Company and other objects don’t allow Postalytics to use the HubSpot workflow extensions tool to enable triggered drip campaigns to appear within HubSpot workflows automatically. 

You can follow the steps below to get started: 

1. Create a triggered drip campaign.

2. At the end of the campaign setup, click the “View required info” box.

3. Set an enrollment trigger and be sure to allow “Re-enrollment.”

Next, click the plus sign under the trigger to “Add an action” and then select “Send a webhook.” This indicates you want to trigger a mail piece via a webhook. 

4. Add the required address fields and set up the webhook with the required specs.

5. You can then test the workflow and see the records enrolled have completed the workflow.

6. Next, preview the created mail, add the required credits, and turn your campaign Live.

Smart Send Campaigns from Imported HubSpot Contact List

Instead of manually entering your data for direct mail campaigns, Postalytics/HubSpot integration allows you to import a HubSpot Premium Contact Object List for Smart Send Campaigns. 

Select the “Import a list now” button on the Integration confirmation page to import a list immediately after completing the Premium integration.

On the other hand, if you are on any other page in the app, select “New list” from the list dropdown menu. 

After completing these steps, you’ll arrive at the Import New Contact List page. Click “HubSpot Premium Contacts.”

Name the list and select your integration option.

After this, you’ll get a new dropdown to select the list you want to import. Select that list and click “Import.” 

Review your direct mail data and click “Looks Good. Start mapping.” 

Then, map each of the HubSpot data fields to the corresponding Postalytics fields. Once done, click “Confirm field mappings.” 

On the next page, you can view the data fields you selected in the previous step. If it looks good, click “Import now.” 

Your list is now ready to use for the Smart Send Campaign. You can even edit, download, and delete the list. 

Event Status Code on HubSpot Timeline

Postalytics event status codes in HubSpot allow for direct mail automation. They help marketers automate initiating triggered mail and access delivery and response campaign data easily. 

You’ll get the selected event status codes on your timeline when you create a Smart Send campaign using an imported contact list with Premium integration for HubSpot Contact Objects.

Here’s a list of Postalytics status codes: 

• MailPieceCreated: The mail piece has been sent to the print provider.
• Addressed: You can create an event when the mail piece has been addressed.
• Printed: The printing of the mail piece is done.
• Mailed: The initial scan from the USPS is done.
• InTransit: The mail piece is being processed at the entry facility.
• InLocalArea: The mail piece is being processed at the destination facility.
• ProcessedForDelivery: The mail piece is ready for delivery at the recipient’s nearest postal facility.
• ReRouted: The mail piece is rerouted to a different address.
• ReturnedToSender: The mail piece is returned due to any error.
• pURLOpened: The recipient has visited the pURL.
• pURLCompleted: The recipient has visited their goal URL.

Here’s an example of how your timeline gets updated.

Some common event status code use cases are: 

• Triggering the next step in the direct mail HubSpot workflow.
• Sending an email to a mail recipient when they open your pURL or when the mail gets delivered.
• Sending a text message or email to your sales rep when the recipient completes their online goal.

HubSpot Marketing Automation with Postalytics

By combining HubSpot’s CRM capabilities with Postalytics’ automation tools, businesses can streamline their marketing processes, personalize outreach, target qualified leads and ensure timely communication with their audience. 

From nurturing leads to post-purchase follow-ups, this integration simplifies campaign management. Marketers can leverage triggered mailings, multi-channel engagement, and detailed analytics to enhance their strategies. 

Ultimately, this integration allows for the easy creation of impactful and personalized campaigns. This helps businesses like yours stay connected with customers and improve retention and loyalty.

To try this integration, get started with Postalytics.