Automate and Optimize Direct Mail with Postalytics Event Status in HubSpot
Integrating the Postalytics Premium option with HubSpot Contacts, Companies, and Deals utilizes the HubSpot Workflow Extension Tool, allowing you to supercharge your direct mail campaigns by leveraging Postalytics Event Status Codes for a wide array of automation tasks. These codes are specifically designed to help marketers, salespeople, and business professionals seamlessly consume delivery and response data from their direct mail efforts, enabling you to trigger powerful automations directly within HubSpot. This means less manual data entry and more efficient, data-driven follow-ups based on real-time direct mail activity.
Tracking Direct Mail Events Across HubSpot Objects
With the Postalytics Premium Integration, event status codes are automatically pushed to your HubSpot Contacts, Companies, and Deals, based on the selections made during the integration setup. This means that when you're running a Smart Send Campaign using a list imported via the Premium Integration, or a Premium Integration Triggered Drip Campaign, the selected Postalytics event status codes will appear directly on the corresponding HubSpot object:
And, as an event on the Timeline Activity:
This comprehensive tracking provides a unified view of your direct mail interactions right within your HubSpot CRM.
Custom Object Integration with HubSpot Premium
HubSpot Premium Integration for Custom Objects does not currently support the HubSpot Workflow Extension Tool or the custom Postalytics Timeline Activity event. However, you can still leverage standard HubSpot webhook functionality for these objects, ensuring that the latest event details for your mailings are synced back.
To set this up, simply select the events you'd like synced back during Premium Custom Object integration set up, being sure to select the "Mailed" event. Each custom object type will then receive the latest status update, along with the standard postal "Mailed" event to contact's Timeline Activity.
Common Uses for Postalytics Event Status Codes
The event status codes synced through the Premium Integration unlock powerful automations, allowing you to streamline tasks that were traditionally difficult or expensive with conventional direct mail. These automations typically leverage HubSpot Workflows and can include:
Sending an email to a mail recipient based on the precise timing of mail delivery.
Triggering the next step in a complex marketing or sales workflow.
Notifying a sales representative via text message when a mail recipient achieves their online goal URL.
Postalytics Status Codes for US Mailings
MailPieceCreated – The mailpiece final PDF has been generated and sent to the print delivery network for fulfillment.
Addressed – Some campaigns will create an event when the addressing of the mailpiece is completed.
Printed – Some campaigns will create an event when the printing of the mailpiece is completed.
Mailed – The mailpiece has received the initial scan from the USPS (often 12-24 hours after hand-off from the printer to the USPS).
InTransit – The mailpiece is being processed at the entry/origin facility.
InLocalArea – The mailpiece is being processed at the destination facility.
ProcessedForDelivery – The mailpiece has been greenlit for delivery at the recipient’s nearest postal facility. The mailpiece should reach the mailbox within 1 to 2 business days of this scan event, with the majority of deliveries occurring within 1 day of this scan.
Note: This status code is ideal for triggering other actions based on mail delivery. For example, the "Processed For Delivery" event, with a 2-day "Wait" in an automation sequence, can send automated messages to coincide with mail delivery.
ReRouted – The mailpiece is re-routed due to recipient change of address, address errors, or USPS relabeling of barcode/ID tag area.
ReturnedToSender – The mailpiece is being returned to sender due to barcode, ID tag area, or address errors.
pURLOpened – The recipient has visited their pURL. Each visit will trigger a new event.
pURLCompleted – The recipient has visited their Goal URL. Each visit will trigger a new event.
Status Codes for Canadian Mailings
Due to Canada Post's tracking limitations through the mail stream, Canadian mailings will have fewer Event Status Codes available. For Canadian mailings, the available Status Codes are:
MailPieceCreated – The mailpiece final PDF has been generated and sent to the print delivery network for fulfillment.
Addressed – The addressing of the mailpiece has been completed.
Printed – The printing of the mailpiece has been completed.
Mailed – The printer has handed off the mailpiece to Canada Post.
pURLOpened – The recipient has visited their pURL. Each visit will trigger a new event.
pURLCompleted – The recipient has visited their Goal URL. Each visit will trigger a new event.