Ever wish you could automatically send a handwritten note, a package, or some other physical mail the moment a deal closes in your CRM? That’s what triggered sends in Pfl are all about. You hook up your CRM, set the rules, and Pfl handles the logistics. But the devil’s in the details: getting your CRM and Pfl talking to each other without a tangle of errors or missed sends.
This guide is for anyone who wants to connect CRM data with Pfl triggered sends—marketers, ops folks, or anyone tired of cobbling together manual campaigns. If you want a practical, no-nonsense walkthrough (and a few warnings about where things break), you’re in the right place.
Step 1: Get Clear on What You’re Automating
Before you dive in, step back and get specific:
- What event in your CRM should trigger a send? (e.g., Closed Won, demo booked, renewal coming up)
- What do you want Pfl to send? (a letter, a gift, a package, etc.)
- Who should get it? (Contact, Account owner, etc.)
- How often should this trigger? (Every time? Only once per contact?)
Write down the exact scenario you want to automate. If you can’t say it in one sentence, you’re not clear enough. This will save you hours of rework later.
Pro tip: Triggered sends work best for high-value contacts or moments. If you try to automate for every lead, you’ll burn budget and likely annoy people.
Step 2: Make Sure Your CRM Has the Data You Need
This is where most setups go sideways: you try to automate a send, but the CRM record is missing a mailing address, or the trigger field isn’t reliable.
Here’s what to check:
- Mailing address fields: Pfl can’t send to thin air. Make sure your CRM has all the address data you’ll need—and that it’s accurate.
- Is it all in one field, or split out (street, city, state, zip)?
- Is the data up to date? (Old addresses = wasted money)
- Trigger field: The field that says “yes, send now.” This could be a deal stage, a custom checkbox, or a date field.
- Recipient mapping: Decide if you’re sending to the lead/contact, account owner, or someone else.
If your CRM data is messy, clean it up now. There’s no shortcut here—bad data means wasted sends.
Step 3: Decide How You’ll Connect CRM and Pfl
There are usually three ways to connect your CRM to Pfl:
- Native Integration: Some CRMs (like Salesforce) have built-in Pfl integrations. This is the easiest route, if it exists.
- Zapier or Similar Tools: For less popular CRMs, or if you need to connect multiple tools, Zapier can bridge the gap. This is great for simple setups.
- API Integration: If you have dev resources or complex rules, using Pfl’s API gives you the most control—but also the most headaches.
What works: - If you have Salesforce or HubSpot, start with native integration. - For everyone else, Zapier is often enough for basic triggers.
What to ignore: - Overcomplicating with custom code unless you really need it.
Step 4: Set Up the Trigger in Your CRM
Let’s get practical. Here’s the process, whether you’re using a native integration or Zapier:
A. For Native Integrations (e.g., Salesforce)
- Install the Pfl app from your CRM’s marketplace.
- Follow Pfl’s setup wizard to connect your account. You’ll usually need an API key from Pfl.
- Map the CRM fields (names, addresses, trigger fields) to Pfl.
- Set the automation rule: “When [field] changes to [value], trigger send.”
Watch out for:
- Fields not matching exactly (e.g., “Street Address” vs “Address Line 1”).
- Permissions—make sure Pfl has access to the right CRM records.
B. For Zapier (or similar)
- Create a Zap: CRM (trigger) → Pfl (action).
- Choose the CRM event (e.g., “New Deal in Stage: Won”).
- Map fields: Make sure every required Pfl field gets a value from your CRM.
- Add filters or conditions—don’t send if the address is missing, for example.
- Test with a real record—don’t skip this.
Pro tip: Add a delay step in Zapier if you want to give reps a chance to undo mistakes before a send goes out.
C. For Direct API
- Get API docs from both your CRM and Pfl.
- Build a server-side script to listen for CRM events and call Pfl’s API.
- Handle errors and retries—physical sends can’t be “unsent.”
Honest take: Only go this route if you have someone who actually likes writing (and maintaining) code.
Step 5: Configure Your Send in Pfl
Now that the trigger is ready, set up the actual item Pfl will send:
- Log into Pfl and create a new campaign or triggered send.
- Choose your product (letter, package, gift, etc.).
- Design your creative (upload templates, personalize with merge fields).
- Map recipient fields—double-check that name, address, and any other required info will come from your CRM data.
- Set any options for batch vs. single sends, and review costs.
Watch out for:
- Merge fields that don’t match up. If your CRM uses “FirstName” and Pfl expects “first_name,” things will break.
- Minimum order quantities or fulfillment delays—ask Pfl about turnaround times.
Step 6: Test End-to-End (Don’t Skip This)
This is crucial. Do a dry run with test data:
- Use a real CRM contact (preferably yourself or a colleague).
- Trigger the workflow and watch for errors.
- Check that the send appears in Pfl with the correct info.
- Wait for the physical item to actually arrive.
What works:
- Testing with a few real records catches 90% of issues.
- Have a checklist: Did the right template get used? Address formatted correctly? Name spelled right?
What to ignore:
- Don’t rely on “test mode” alone—real-world data is always messier.
Step 7: Monitor, Maintain, and Iterate
Congrats, you’ve automated a triggered send! But don’t assume it’ll just run forever without issues.
- Monitor failed sends: Pfl should show you errors or bounces. Fix these fast.
- Spot-check sends: Every so often, check that new sends are going to the right people.
- Update for process changes: If your CRM changes fields or workflows, revisit your integration.
- Get feedback: Ask recipients if the timing and experience felt right.
Honest take: Most problems show up in the first month. After that, things settle down—unless someone changes a field name or breaks the CRM workflow.
What to Watch Out For
- Bad data: Most failed sends come from missing or outdated addresses.
- Over-automation: Just because you can trigger a send for every event doesn’t mean you should.
- Costs: Direct mail isn’t free—keep an eye on your send volume and ROI.
- Compliance: Make sure you’re allowed to send what you’re sending, especially internationally.
Keep It Simple—and Iterate
Don’t try to automate every scenario on day one. Start with a single, high-impact trigger and get it running smoothly. Once you see it in action, you’ll spot ways to improve—or maybe decide some sends aren’t worth automating at all.
Physical sends can be powerful, especially when they’re timely and personal. But only if the plumbing behind them actually works. Start small, test obsessively, and keep your integration as simple as possible. If you do that, triggered sends with Pfl and your CRM can actually deliver on the promise—without a ton of headaches.