How to Set up Direct Mail Automation Triggers for HubSpot Events

Postalytics and HubSpot are powerful marketing automation software. They help store data, manage lists, and create marketing campaigns that hit the mark. 

With the Postalytics/HubSpot integration, you can enjoy the best of both worlds. This powerful integration allows you to set triggers that automate events like sending a direct mail campaign or email. 

Before you start making these triggers, you need to understand the types of triggers you should be creating and which campaigns would be most effective to send for each. 

Let’s get started! 

Types of Trigger Events 

While there are a lot of HubSpot direct mail triggers you can set up with this premium integration, here are five common ones you should not miss out on.

New Customer 

Most companies now understand that just getting customers is no longer enough. With so much competition, whether for SaaS products or IT services, you must find a way to retain customers for as long as possible.

One way is building a connection with your customers right from the start. Some automated direct mail pieces you can trigger from HubSpot are:

• Sending welcome letters expressing your gratitude and commitment to serving them satisfactorily.
• A discount postcard for a repeat purchase.
• Relevant content like customer stories, tutorial links, and guides to acquaint them with your brand.

You can trigger these mailpieces when customers upgrade to your premium plans or subscribe to add-ons within your product/service. 

Website Visitor 

Tracking visitor activity and creating lead forms that help capture their email addresses and other related data has never been easier. With many available tools, you can gather valuable leads to send direct mail campaigns. 

You can even capture their interests and behavior to create personalized campaigns for them and push them further down the sales funnel.  

For example, if a visitor comes to your pricing page and shows interest in your premium plan, you can send them a postcard with a discount coupon. 

You can combine email marketing with digital marketing to get better responses and engagement. 

Abandoned Shopping Cart 

Abandoned shopping carts are a reality for many ecommerce stores. People often browse products and add them to their carts but delay their purchases or give up on them altogether.
Missing out on targeting these customers may mean losing a big chunk of your revenue. 

After all, you already have their address and email details.

Some direct campaigns that you can trigger for abandoned carts are:

• Send them a “Buy your favorite products before they run out” mail with a free shipping incentive.
• A postcard with a limited-time discount deal
• A mail piece with UGC for that particular product and some raving reviews to motivate them to complete the purchase.

Renewal  

Acquiring a new customer is more costly and time-consuming than retaining existing customers. Retention is also a great way to build a loyal community that brings more referrals and business for your brand. 

When a customer is nearing the end of their subscription, membership, or product renewal, you can trigger a direct mail campaign like:

• A personalized direct mail on what they have achieved with your product and how they can continue with that success.
• A postcard with a custom VIP discount for renewal
• A “Did you forget to renew?” reminder
• A personalized note from their account manager or representative 

Life Event 

Many brands are now building a deep connection with their customers by sending them direct mail pieces on their important events like birthdays, anniversaries, newly established businesses, or college enrollment.

You can set triggers for these events and send them campaigns like:

• A “Congratulations” or “Happy Birthday” greeting with a heartfelt message from your brand.
• A one-day discount deal or freebie for them on their important days.
• Personalized recommendations for them. For example, if you have an apparel store, send them birthday dress options a week or two in advance.

Now that you know the different kinds of triggers, let’s understand how to set up this with the HubSpot direct mail integration.

Step #1 Authenticate Your HubSpot Account 

Before you can set up triggers, you need to authenticate your HubSpot premium integration for contact objects.  

To do this, select “Connect” in the dropdown menu under your account username and click “Connect App Marketplace.” 

A HubSpot integration page will appear where you can see all the integration choices you have. Select “Add HubSpot Premium Contact Object Integration.” 

On the next popup window, you’ll be asked to log in to your HubSpot account and select the same to connect.  

You can then name the integration and provide the required permissions. Your account is now set up and good to go. 

Step #2 Set the Event Triggers 

Before setting the event triggers, ensure your campaigns are ready to deploy. You want the campaign to be immediately sent when the trigger is activated.  

Once the campaign is finalized, create a HubSpot workflow, set the trigger (for example, “new customer”), then click the “+” sign to “Add an action.” 

This action indicates that you want to trigger a mailpiece to that recipient. 

Next, scroll down the right-hand panel to the Postalytics section and click “Send direct mail with Postalytics.” 

You can set multiple triggers like these using the Postalytics/HubSpot integration. 

Step #3 Automation Rules 

You may want to set minimum criteria to target people who fulfill your requirements and are a better audience for your campaigns. This way, your campaigns will be relevant and useful to the end recipient – and won’t be marked as spam.

For example, you can also use data fields in Postalytics to showcase dynamic content with the Variable Logic feature. You could map the variable data field to the HubSpot lead score field and create logic in the direct mail template editor to showcase one set of images and copy to those with a lead score of below 50 and a different set to those with a lead score of 50 or above. 

Step #4 Direct Mail Campaign Configuration 

Some of the tasks direct mail marketers need to handle daily are:

• Creating your content,
• Selecting the appropriate direct mail format,
• Setting personalization rules.

But what if there was an easy way to configure your campaigns?

With Postalytics, you can access hundreds of readymade templates and use a drag-and-drop editor to create designs within hours instead of weeks. Whether creating one or thousands of mail pieces, the variable data and variable logic feature allow you to personalize content and images quickly and easily. 

Step #5 Tracking and Analytics 

Just like you can track your email campaigns and find out response rates, a variety of analytics tools are available in Postalytics to monitor your direct mail efforts. 

For example, you can track printing/delivery status, contact list health details, address validation and verification savings analysis, campaign response details, website pages visited details, goal conversions, account level dashboard analytics, etc. 

This gives your team a better idea of the effective campaigns and the ones that need optimization. 

Using Postalytics/HubSpot integration, you can sync all this information into your CRM tool, so there are no data silos, and you can get the information you need on both tools. 

Final Thoughts 

Direct mail is a powerful marketing device that can be made more effective with our Postalytics/HubSpot integration.

With direct mail automation triggers, you can set up automated workflows and reduce manual intervention. This reduces the risk of mistakes, making your campaigns error-free – and giving you peace of mind. 

Best of all, you can use automated HubSpot workflows to combine email marketing with direct mail marketing initiatives. 

Head over to our blog to get more insights and discover how to adopt Postalytics and gear your marketing campaigns for success.