A HubSpot Premium Integration allows for quick and efficient setup to trigger direct mail right from a HubSpot Contacts, Companies, or Deals Workflow, as well as receive mail events back into HubSpot at the object level, and on the HubSpot Timeline, via our built-in workflow extension tool. This means you can send individual pieces of direct mail (letters, postcards or self mailers), 24×7, and view the status directly within HubSpot.
Setup Your HubSpot Premium Integration
Before being able to trigger direct mail from a HubSpot Workflow, the HubSpot Premium Integration process must be completed. If you haven’t done this yet, see our help article, HubSpot Premium Contacts, Companies, and Deals Overview and Integration Set Up, which walks you through each step of the integration setup. Once complete, come back to this article.
How to Create a HubSpot Premium Contacts Workflow for a Triggered Drip Campaign
This article walks through the steps to send triggered mail using a HubSpot Workflow for Contacts.
Create a Triggered Drip Campaign in Postalytics
Creating a Postalytics Triggered Drip Campaign is the first step, and we’ve made this easy with our Campaign Wizard tool.
- Begin by selecting: Campaigns in the top menu selection, then click “New Campaign” > “Triggered Drip”.
- Next, select the “HubSpot Premium” integration from the Choose Integration page.
The Wizard will walk you through each step in creating your triggered drip campaign.
The Triggered Drip Campaign Is In “Test Mode” By Default
By default, all Triggered Drip Campaigns are initially set to “Test Mode“.
This feature enables the testing of the workflow and its connection to the Triggered Drip Campaign – without actually sending mail and using Direct Mail Credits.
We’ll come back to the Triggered Drip Campaign once the HubSpot workflow is configured and ready to test.
Add an Action in a HubSpot Contacts Workflow
With the triggered drip campaign completed and in “Test Mode”, navigate to HubSpot to either create a new HubSpot Contacts Workflow, or add a mail trigger into an existing Contacts Workflow.
- After setting the trigger, click the plus sign to “Add an Action”.
- To the left of the workflow, use the search box to search for “send mail”, or scroll down the panel to the ‘Integrated apps’ section, and find Postalytics. Click the “Postalytics” option, and then click “Send Direct Mail with Postalytics”.
Map HubSpot Contact Data For Mailing and Personalization
- In the lefthand panel select the Postalytics Triggered Drip Campaign, and map the data using the dropdown menus in each of the field options.
Each field has the option of typing within the search bar, or scrolling to select the appropriate field.
For mailing purposes, all of the required name and address fields must be mapped:
First Name (20 characters, alpha numeric) and Last Name (20 characters, alpha numeric) AND/OR
Company (40 characters, alpha numeric)
Address (64 characters, alpha numeric)
City (200 characters, alpha numeric)
State/Providence (for US addresses either the 2 letter state short-name code “MA” or valid full state name “Massachusetts”)
Zip code/Postal Code (for US addresses either the 5 digit numeric “02370” or 5 dash 4 digit numeric “02370-1234”), (for Canadian addresses the 6 digit alpha numeric “K0K 4T5”)
- For additional personalization options, up to 34 user defined fields - referred to as Variable Data fields - can also be mapped.
These variable data fields can be used for personalization within the creative, such as a special offer based on the Last Engagement Date, or drive dynamic content with the Variable Logic feature.
For example, mapping a Variable Data field to the “HubSpot Lead Score” field, would allow for creating logic in the Direct Mail Template Editor to use 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.
- Once the mapping is complete, click “Save”.
Test the HubSpot Workflow
- To test the workflow, “Review and publish” the workflow.
- Follow the prompts for review, and then click “Turn on workflow”.
To complete the test, we recommend manually enrolling a contact or two.
- Click “Enroll” in the upper right corner.
- Finally, select “Choose individual contacts”, choose the record(s) to enroll and click “Enroll”.
**If the records chosen for the test will also be live records once testing is complete, be sure to adjust the settings for the trigger to allow contacts to re-enroll.
Confirm Test Data Sent
- From the Performance History dropdown menu, select “Action logs”
- Review the record(s) to confirm a successful send.
Review Trigger Drip Campaign Test
Visit the Postalytics Triggered Drip Campaign Dashboard and view the mailers created in the test.
- To do this, click the “Preview Created Mail” button in the upper right of the dashboard.
A popup window will appear with PDF’s of each of the mailpieces generated for your test records. Remember that since you are in test mode, none of these pieces have actually been sent to the printer. However, once your campaign has been toggled to “Live Mode” and your triggers are coming through, clicking “Preview Created Mail” will show live mail that has actually been sent to the printer.
Flip the Triggered Drip Campaign to “Live”
Before your campaign can be toggled from test to live mode, you’ll need to have at least 100 Direct Mail Credits in the mail format that you’ve chosen for your campaign (by format, we mean the creative format/postage combination. For example:
4×6 First Class
6×9 Standard Class
If there are already credits in queue, the campaign will seamlessly switch to “Live” when you click the toggle. If not, a pop up window will appear when the toggle is clicked. Select “Purchase Credits Now” and proceed with the steps to purchase credits to run the campaign.
The HubSpot Premium Contact Object Triggered Drip Campaign is now live and will “listen” for the HubSpot workflow to trigger it, sending out the postcard, letter or self mailer with no further interaction.