How do I automate direct mail for customer onboarding?
The most effective onboarding programs use automation to send mail at just the right moment, like after a signup, purchase, or activation. By connecting your CRM or CDP to a direct mail platform, you can trigger personalized mail the same way you would digital messaging.
Let’s look at how to set it up and what to send.
Connect to your data
Integrate your CRM, CDP, or marketing automation platform with a direct mail provider. Many direct mail platforms use both no-code and API integrations, depending on the tools in your tech stack. Connecting your data will allow you to trigger postcards, letters, or other formats based on real-time events rather than manually batching direct mail campaigns.
Define your triggers
Good onboarding flows build momentum. Here are some triggers we’ve seen work when engaging new customers:
Personalize the experience
Use customer data – like name, location, product type, or usage tier – to make each piece feel relevant and intentional. Even small touches go a long way early in the customer journey.
Use mail to boost digital
Direct mail doesn’t have to work alone. It can reinforce and amplify your digital onboarding flows. Send a follow-up postcard when an email isn’t opened. Point recipients to a specific landing page, tutorial, or referral program. Use QR codes, PURLs, or short links to make the transition from physical to digital seamless. When timed right, mail can bridge the gaps in your digital journey and drive higher overall engagement.
Track what happens next
Delivery tracking and follow-on behavior (logins, purchases, referrals) can help you understand what’s working and where to make adjustments.
Answered by:
Eamon Barisone,
Principal Solutions Engineer
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