A Day in the Life of a Mail Piece
Every direct mail piece is the result of thoughtful strategy and expert execution. From a marketer's goal, whether acquisition, retention, or re-engagement, to design, personalization, and delivery, each step is crafted with precision. Follow the life of a direct mail piece as it moves from strategic concept to the customer's mailbox, brought to life by Lob's technology and print network.
1. Creative Concepting & Design
It all starts with strategy: the business defines the goal of the campaign — whether it's acquisition, re-engagement, or retention. Then, marketing crafts the messaging and design, finalizing it with a dynamic template.
2. Building the Campaign in Lob
Lob customers then configure their campaign in the Campaigns API, with variables like audience segments, mail format, and creative assets selected. Marketers can preview how personalization renders across different records, ensuring each recipient gets a unique, relevant piece.
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3. Connecting Data and Setting Triggers
Integrations with platforms like Salesforce, Iterable, or Braze connect real-time customer events—like cart abandonment or loyalty milestones—to automated mail triggers. Data flows into Lob so mail can be sent when the moment is right, without manual intervention.
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4. Proofing and Quality Check
A digital proof is automatically generated for approval, showing exactly how each version of the mailpiece will appear based on variable data. Teams can QA layouts, check for correct logic in personalization, and ensure compliance or legal review before launch.
5. Sent to the Print Delivery Network
Once approved, the mailpiece is routed to Lob’s nationwide Print Delivery Network based on destination, format, and SLA needs. Print partners produce the piece with exacting quality standards, ensuring consistency in color, finish, and formatting.
Learn more about Lob's PDN
6. Printed, Packaged, and Prepped for Delivery
Each piece is printed, cut, and assembled according to the selected format (e.g., postcard, letter, self-mailer). Barcodes are added for tracking, and mail is sorted and bundled to meet USPS requirements for efficient processing.
7. Hand-Off to USPS
The mail enters the USPS mailstream, scanned and documented at handoff. Because of Lob’s tracking capabilities, both Lob and the brand have real-time visibility into when each piece is handed off and projected to arrive.
8. In Transit with Real-Time Tracking
As the mailpiece travels through USPS facilities, tracking events are logged—like induction, processing, and out-for-delivery. Lob’s platform captures each milestone so marketers know where their mail is and when it’s expected to land.
9. Delivered to the Mailbox
The piece arrives at the recipient’s home, often just days after being triggered. Personalized content, clear calls to action, and physical presence help it stand out in a crowded digital world—and drive results.
10. Post-Campaign Performance & Optimization
Marketers can tie delivery and response data back to digital activity or conversions using Lob’s analytics and integrations. Insights from the campaign—such as delivery rates, RTS percentages, and performance by segment—inform smarter campaigns moving forward.
