If you’ve ever tried to run a direct mail campaign, you know it’s not the 1990s anymore—stuffing envelopes and licking stamps just doesn’t cut it. But automating the process? That can actually work, if you do it right. This guide is for marketers, operations folks, and anyone tired of fiddling with spreadsheets and printers. We’ll walk through the real steps to get direct mail humming in Pfl, with honest advice about what’s worth your time and what isn’t.
Why bother with automated direct mail?
Let’s be honest: most email campaigns get ignored, and digital ads are background noise. Physical mail still gets noticed—especially when it’s targeted and well-timed. But nobody has time to send out thousands of postcards one by one. Automation bridges that gap. The catch? It only works if you set it up carefully and keep your expectations realistic.
Step 1: Get your data house in order
You can’t automate what you can’t find. Before touching Pfl, wrangle your contacts.
- Start with one clean list. If your data’s scattered across five spreadsheets and a CRM, consolidate it.
- Get specific: You need names, addresses (with street, city, state, ZIP—no missing bits), and any segmentation data (like customer type or campaign triggers).
- Deduplicate. Don’t pay to mail the same person twice.
- Update your addresses. Old addresses waste money. Consider running your list through an address validation service.
- Privacy check: Make sure you’re not violating any privacy laws. U.S. mail is pretty forgiving, but if you’re dealing with Europe, triple-check.
Pro tip: Don’t start with your whole database. Test with a smaller, high-value segment first. If it doesn’t work, you’ll be glad you didn’t burn your whole list.
Step 2: Understand how Pfl fits in
Pfl is a platform built to automate sending physical mail—think postcards, letters, even packages. It connects with your CRM or marketing tools (Salesforce, HubSpot, Marketo, Zapier, and a few others). The idea is you can trigger mailings based on events (like a new customer signing up) or campaigns, with minimal manual work.
Some realities: - Pfl isn’t cheap for one-off postcards. It’s built for volume or for when your message really needs to stand out. - Integrations are powerful, but not always plug-and-play. Expect to do some setup and testing. - Customization is solid—you can personalize mailings, but there are limits. Super complex custom jobs probably require their services team.
Bottom line: If you’re hoping for “set it and forget it,” keep dreaming. You’ll need to check on things and tweak as you go.
Step 3: Pick your campaign and trigger
Don’t try to automate everything at once. Pick a single, clear use case.
Popular starting points: - Welcome letters for new customers - Reactivation postcards for lapsed users - Event invites for key prospects - Thank-you notes after a sale
Define your trigger: Is it a field changing in Salesforce? A Zapier webhook? A list upload? Pfl works best when you have a clear, repeatable event to trigger mail.
What to skip: Birthday cards to every contact, unless you have money to burn. Focus on moments that actually drive business.
Step 4: Set up your integration
Here’s where the rubber meets the road.
If you use Salesforce, HubSpot, or Marketo:
- Pfl has native integrations. They’re not always “click and done,” but you won’t need a developer.
- You’ll connect your platform to Pfl using API keys or OAuth. Pfl’s docs are pretty clear.
- Map your fields: Make sure the right data (name, custom message, address) flows through.
- Test with a handful of records before going live. Always.
If you use something else:
- Pfl supports Zapier, so you can trigger mailings off almost any app that Zapier supports.
- Set up your Zap: Choose the trigger (e.g., new row in Google Sheets) and connect to Pfl’s Zapier action.
- Map the data fields carefully. Zapier’s UI is friendly, but it’s easy to mix up “First Name” and “Full Name.”
Heads up: If you want to send highly personalized mail (e.g., custom images), check if your integration supports it. Some limitations apply.
Step 5: Design your mail piece
This is where most people overcomplicate things. Simple wins.
- Use Pfl’s templates if you’re in a hurry. They’re not going to win design awards, but they’re fast.
- Custom designs? Pfl lets you upload PDFs or work with their designers (for a fee).
- Personalization: You can merge in names, custom fields, QR codes, and even unique URLs. This is worth doing—response rates go up with personalization.
- Proof it: Always order a test mailing to yourself. Print errors look amateur.
What matters most: Your offer and your message. Don’t bury the call to action. No need for 500 words of copy—get to the point.
Step 6: Set up your automation workflow
Once your integration and design are ready, you’ll create the workflow that actually sends the mail.
- Configure the trigger: E.g., “When a lead hits stage X in Salesforce, send this postcard.”
- Map the data: Double-check that the right fields are being used for address and personalization.
- Set batching rules: Do you want mail to go out instantly, daily, weekly? Batch for cost savings, but don’t delay time-sensitive mail.
- Set limits: Put caps in place so you don’t accidentally send 10,000 pieces because of a bad data sync.
- Test again: Run a small test—no exceptions. Confirm addresses, timing, and that the right piece is mailed.
Pro tip: Pfl’s interface will show you the status of mailings. Check it regularly, especially in the first few weeks.
Step 7: Monitor, measure, and adjust
Automation isn’t magic. You’ll need to babysit your campaigns—at least at first.
- Watch delivery stats. Pfl reports when mail goes out, but USPS tracking is not always perfect. Don’t overanalyze.
- Track responses. If you use codes or URLs, monitor redemption. If you can’t track, follow up with a sample of recipients.
- Fix errors fast: Bad addresses, duplicates, or weird formatting? Clean up your data and adjust the workflow.
- Iterate: Don’t assume your first design or trigger will be gold. Tweak and improve.
What to ignore: Vanity metrics like “pieces sent.” Focus on actual business results—responses, sales, or whatever matters to you.
Common pitfalls (and how to dodge them)
- Bad data: This is the #1 killer. Garbage in, garbage out. Review your lists regularly.
- Over-customization: The more complex your campaign, the more things can break. Start simple.
- Forgetting to test: Always mail to yourself first.
- Ignoring postage costs: Prices add up fast, especially for packages. Know your budget.
Wrapping up: Keep it simple, keep it moving
Automating direct mail with Pfl is totally doable, but only if you keep your process tight. Start with one campaign, make sure your data’s solid, and don’t try to automate the world in week one. You’ll learn a ton by just getting a single mailing out the door—and you can always build from there.