What are 10 must-haves for any mail platform?
When you’re evaluating a mail platform, it’s easy to focus on surface-level features like design tools or personalization. But the tools that perform best over time support your entire workflow and help you stay on top of the operational roadblocks that slow mail – and the teams that manage it – down.
From creative and automation to printing and tracking, here are the 10 must-have features to look for in any mail platform.
1. Easy automation
Manual mail slows teams down and increases the chance of errors. Instead, a strong direct mail platform lets you automate both triggered and batch sends so you can launch faster and keep programs running efficiently.
2. Top-tier logistics
Printing, shipping, and delivery are often the hardest parts of direct mail to manage. In fact, 87% of business leaders say logistics are a major blind spot. The solution? Look for platforms that prioritize logistics help reduce surprise costs, improve reliability, and support confident planning.
3. A distributed print network
Relying on a single print facility creates risk when volume increases or deadlines tighten. We recommend a distributed print network that allows mail production closer to recipients, improving speed and consistency.
4. Routing intelligence
Where and how mail enters the postal network can affect your bottom line, especially as the USPS rolls out Zone Based Postage. Routing intelligence, like Lob’s Postal IQ, helps optimize production and USPS entry based on location, improving delivery timing and stabilizing costs.
5. Flexible creative and easy personalization
Whether you're sending marketing or transactional mail, the most effective messaging is one-to-one. Look for platforms that support your existing data to create dynamic content across both marketing and transactional use cases.
6. Visibility and tracking at every step
Tracking mail through production and delivery gives you control and accountability. Look for tools that can support real-time tracking of individual mail pieces. Not only will this help keep your mail auditable to meet regulatory requirements. It will allow you to understand the timing and results of every send so you can optimize your mail program.
7. Reliable compliance for your industry
Mail programs often involve sensitive data and regulatory requirements. Top mail services build compliance into their workflows, helping protect customer data and reduce operational risk.
8. Easy integration with your existing stack
Mail shouldn’t operate in isolation. Platforms that integrate easily with CRMs, marketing automation tools, and data platforms make it easier to trigger relevant mail and measure impact. Look for pre-built integrations or flexible and effective APIs.
9. Templates and flexible formats
Different campaigns require different formats. Templates help teams move quickly, while flexible form factors ensure you can choose the right mail piece for each use case.
10. Infrastructure that can adapt over time
As volumes grow and postal requirements change, your mail platform should evolve with you. Adaptable infrastructure helps future-proof your program without constant rework.
Want to see how Lob checks off the list above? Schedule a demo with one of our team members.
FAQs
Answered by:
Eamon Barisone,
Principal Solutions Engineer
