How to Automate Direct Mail Marketing in 2019 [New Year’s Resolution]

By Andrew Park on December 14, 2018

This guest post is brought to you by our friends at Tray.io, the general automation platform for citizen automators.

Is direct mail marketing one of your New Year’s resolutions?

Heading into 2019,  your plans for the year probably include a variety of different campaigns across the usual digital channels: email, display, social, search, and more.

But you’ll want to consider incorporating direct mail marketing to your engagement strategy (if you haven’t already). Adding meaningful gifts to your marketing mix can increase engagement with your prospects and encourage them to pick up the phone for that one important call. In fact, the Direct Mail Association has found that direct mail marketing campaigns see conversion rates 10x – 30x higher than email-only campaigns.

A platform like Sendoso has native integrations to the popular CRM platforms like Salesforce and the prominent marketing automation platforms, such as Marketo, to help customers ship out gifts to prospects and customers directly from those platforms as part of their campaigns. (If that wasn’t enough, Sendoso also provides direct support via a team of dedicated customer success reps and project managers that can help usher any campaign across the finish line.)

Direct Mail Marketing + General Automation Platform

But what about those who use platforms other than Salesforce or Marketo? In addition, there are tools like internal chat, eSignature approval, and more that could improve business processes and deliver cost savings when integrated with a solution like Sendoso.

This is where a platform that can integrate any cloud-based app and build flexible automated workflows comes into play. Tray.io’s General Automation Platform connects applications like Sendoso to Salesforce, Marketo, Copper, Pipedrive, Autopilot, Slack, and HelloSign to improve the lives of individuals across an organization. Tray.io customers use our platform to connect these applications and build powerful workflows that execute important business processes.

This means that Tray.io customers can even integrate direct mail marketing services with the rest of their tech stack to make sending out swanky gifts from Sendoso as easy as their other everyday operations. With the connectors that the Tray Platform provides, there are countless use cases for Sendoso in marketing, sales, customer success, and even HR.

3 Direct Mail Marketing Use Cases Made Possible with Sendoso & Tray.io

1. Increase efficacy of sales & marketing campaigns.

Featured connectors: Copper, Pipedrive, Hubspot, Zendesk Sell (formerly Base CRM), Autopilot

Marketers and sales teams can use the flexibility of integrating these platforms with Sendoso to supplement account-based marketing campaigns. They can win strategic accounts over with gifts deployed based on a prospect’s funnel stage change.

Think breadcrumbing prospects along the sales journey with incremental gifts such as handwritten “Thank You” cards for accepting discovery calls, gourmet coffee for welcoming a product demo, and placing advanced-stage accounts directly into a database that you set to automatically send new year gifts in Q1.

2. Personalize customer appreciation at scale.

Featured connectors: Intercom, Zendesk, RingCentral, Aircal

Customer success teams can show appreciation to customers with a variety of seasonal or one-off gifts. And while we tend to think of direct mail marketing as being part of a longer, multi-week or multi-month campaign that we build out into a campaign calendar, there’s no reason why the Tray Platform can’t incorporate services like Sendoso to handle much more ad hoc, quick-response use cases.

For example, users of web chat apps like Drift and Intercom can deploy gifts based on specific chat conversations—cupcakes for top-of-funnel inquiries, or tailored golfing experiences for your high-profile customer accounts. They could also send out coffee eGifts for customers who were patient when having their support issues resolved.

3. Boost hiring and talent onboarding.

Featured connectors: SAP, Cornerstone, BambooHR, DocuSign, HelloSign, Slack,

HR teams can start new employees off on the right foot by automating the deployment of welcome gifts and company swag once candidates have used eSignature applications to sign their offer letters. Integrating with BambooHR could allow them to easily send gifts for birthdays, work anniversaries, and other important life events.

Furthermore, users of internal chat apps like Slack can instantly track and notify employees about the statuses of their sent packages. The possibilities are truly limitless.

With Tray.io, Sendoso users are empowered to integrate and automate their engagement process with all major cloud applications. Thanks for checking out our guest post!  We’d like to wish you a safe and restful holiday. And remember to consider direct mail marketing as part of your New Year’s resolutions for 2019.

To learn more about Tray.io + Sendoso, visit Tray.io. Need some inspiration for your direct mail marketing and gifting campaigns in 2019? Grab a copy of our most popular eBook below.

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