If you’re reading this, odds are you want to give your customers a better experience—without making your life harder. Maybe you’ve heard about using gifting platforms, but most of the advice out there is either too fluffy or too technical. This guide is for folks who want real, practical steps on setting up triggers in Postal to send gifts when it actually matters, not just because “customer delight” sounds good in a meeting.
Let’s get into how Postal triggers work, where they shine, and where you should save your time (and budget).
Why bother with gifting triggers?
Before you start wiring up automations, let’s be honest: Sending gifts at random doesn’t move the needle. The only time gifting works is when it’s timely, relevant, and actually feels human. Done right, triggers keep you from missing those key moments—onboarding, renewals, or a closed deal—without anyone on your team having to remember a sticky note.
But don’t expect miracles. If your product or service is lousy, no amount of cookies or branded mugs is going to save you.
Step 1: Map the Customer Journey (Don’t Overthink It)
Start by figuring out where in your process a gift makes sense. Here’s a simple approach:
- Onboarding: Welcome kits or a simple ‘thanks for signing up’ note.
- Milestones: Hitting usage goals, anniversaries, or renewals.
- Re-engagement: Win-back for churn risks or inactive accounts.
- Closed deals: Thank-yous when a big contract signs.
- Surveys/Feedback: Gifts for filling out NPS or product surveys.
What to skip:
Don’t automate gifts for every tiny action. You’ll burn through budget and the gesture will lose meaning. If you send something every time someone clicks a button, it stops feeling special.
Pro tip:
Ask your customer-facing teams where relationships tend to stall or shine. These are usually the best spots for a thoughtful touch.
Step 2: Get the Data Right
Triggers are only as good as the data feeding them. Postal isn’t magic—it needs to know when something actually happens.
- Connect your CRM: Whether it’s Salesforce, HubSpot, or another system, Postal plugs in via native integrations or Zapier.
- Define your trigger events: Maybe it’s “Deal Closed-Won,” “Customer anniversary date,” or “X days after onboarding.”
- Make sure your data is clean: Garbage in, garbage out. If your CRM is a mess, fix the basics first—like making sure contact info is up to date.
What doesn’t work:
Don’t try to rig Postal triggers off unreliable, manual spreadsheet updates. That’s a recipe for missed gifts and awkward moments.
Step 3: Set Up Triggers in Postal
Here’s where you actually build the automations. Postal calls these “Triggers,” but think of them as simple rules: “When X happens, send Y.”
How to do it:
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Go to Triggers in Postal:
Inside Postal, find the Triggers section (usually under Automations or Workflows). -
Choose your trigger type:
- CRM Event: Like a deal moving stages.
- Date-based: Anniversaries, renewals, etc.
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Manual: For 1-off situations (not really a trigger, but handy).
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Define the action:
- Pick the gift (or “Postal”) to send. This could be a physical item, eGift, or even a handwritten note.
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Set up any personalization—like adding the customer’s name or a custom message.
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Add conditions (if needed):
Only want to send gifts to deals over $10k? Add a filter. Want to skip sending to internal test accounts? Filter those out. -
Test it:
Run a test with your own email or a dummy contact. There’s nothing worse than finding out your $50 gift card went to the wrong John Smith.
What to ignore:
Don’t bury yourself in complex branching logic unless you really need it. Most companies get 90% of the value with simple triggers.
Step 4: Pick Gifts That Don’t Suck
People can spot a lazy, generic gift from a mile away. If your “gift” is a branded stress ball, save your money.
What actually works:
- Useful stuff: Coffee, snacks, high-quality notebooks, or gift cards.
- Personal touches: Reference the customer’s location or something you discussed.
- Opt-in options: Let the recipient choose from a few options (Postal supports this).
What to skip:
- Swag bags full of junk.
- Anything with your logo plastered all over it (unless the recipient actually asked).
- Gifts that are hard to accept due to company policies (like expensive electronics).
Pro tip:
Check if your customers’ companies have gifting policies. Nothing kills the mood like an awkward compliance email.
Step 5: Monitor, Tweak, Repeat
Don’t “set and forget” your gifting triggers. Over time, you’ll notice what gets a response and what falls flat.
- Track redemptions: Postal shows you if gifts are accepted, declined, or ignored. That’s real feedback.
- Ask your customers: Did the gift land well, or was it just more desk clutter?
- Adjust frequency and spend: If you’re sending too often, dial it back. If nobody responds, try a different gift or timing.
What to ignore:
Don’t chase vanity metrics. A thank-you email is nice, but the real test is whether gifting actually moves the needle—higher NPS, faster renewals, or fewer churned customers.
What Works, What Doesn’t, and What to Ignore
Let’s cut through some common myths:
- Gifting automation won’t fix a broken process. If your onboarding is confusing, a coffee mug won’t solve it.
- Personalization beats scale. A smaller, thoughtful gift is better than a mass blast.
- Don’t try to “wow” every customer all the time. Save your budget for the moments that matter.
- Review at least quarterly. Customer journeys change, and so should your triggers.
Keep It Simple and Iterate
It’s easy to get lost in the weeds with automations and gifting “strategy.” Start with one or two key triggers, watch what happens, and build from there. You don’t need a 30-step workflow or a massive swag budget to make people feel appreciated.
Set up your first trigger, pick a gift you’d actually want to get, and see how your customers respond. Adjust as you learn. That’s really all there is to it.