To add and edit direct mail campaigns, navigate to Campaigns > Direct Mail. (If you don't see this option, you may need to enable the integrated direct mail marketing service.)
Edit a Campaign
To edit a direct mail campaign, you can click the pencil icon under Actions. Then, make any updates you'd like. This is also how you will mark campaigns active or inactive.
Once complete, click Finish.
Add a Campaign
To add a new campaign, click the plus sign at the top of the page. Then, there are seven steps to complete before you can launch your campaign.
- Basic Info
- Schedule
- Audiences
- Suppressions
- Creatives
- Geo Filters
- Budget
Basic Info
First, you'll set the Campaign Type, Campaign Name, and Campaign Status.
Campaign Types
There are two campaign types. One is Ongoing and one is One-Time.
- Ongoing campaigns will send postcards to new records that meet your filter criteria.
- One-Time campaigns will send postcards to records that meet your filter criteria at the time that the campaign is launched.
Campaign Name
The Campaign Name is just a unique name for the campaign.
Campaign Status
Campaign Status indicates whether the campaign is eligible to run. If the campaign is Active, leads that meet your filter criteria will receive a direct mail piece. If it's Inactive the campaign is paused and no direct mail will be sent.
If you want to hide a campaign from view, you can select a campaign status of Archived. Those campaigns can still be viewed by navigating to the filters for Status and selecting Archived as the filter criteria.
Scheduling
In the Scheduling step, you can control three variables that affect when mail will be sent.
- Start and End Date
- Send Delay Days
- Resend Period
Start and End Date
The first option is to set a start and end date
One reason you might do this is if you are running a seasonal or otherwise time-bound campaign (e.g., a back-to-school campaign or a monthly offer), or if you're running a test.
Send Delay Days
Send Delay Days indicates the number of days to wait before triggering the direct mail piece. So if you're running an ongoing campaign and you set a send delay of three days, the direct mail piece will be sent to leads that meet the filter criteria after three days.
This option can be used to allow time for potentially a lead to convert prior to sending a direct mail or to create a drip campaign.
How to Create Drip Marketing Campaigns in LeadPost
Resend Period
The Resend Period refers to how long the platform will wait before sending the campaign to someone who has already received it. After a lead meets your filter criteria and you send a postcard, how long do you want to wait before sending them the same postcard if they revisit your site and meet the filter criteria again in the future?
The default is Never Resend. But you can change that to Resend After 30 Days, Resend After 60 Days, or Resend After 90 Days.
Unless you want to send the same direct mail piece to the same recipient more than once, go with the default and never resend.
Audiences
You'll need to select at least one audience for your direct mail campaign. Optionally, you can select multiple audiences if you have multiple pixels in your account.
Filters
You can also click the filter icon next to any audience to filter that audience. Then, the campaign will only send postcards to members of that audience who meet the filter criteria.
You can filter by URL, time on site, and other criteria.
You can also filter based on demographics if you have demographics enabled for at least one of your data campaigns.
Send to Existing Records
If your selected audience or audiences already have records that meet your filter criteria, you'll see an alert asking whether you want to send the campaign to new records only or if you would like to include existing records in the campaign as well.
Suppressions
In the Suppression step, you have the option to suppress email and CRM data. You can use as many suppression audiences as you want, or you can choose not to include any suppression audiences.
Creatives
You'll need to select at least one active creative in order to activate your campaign.
Split-Testing
You can split-test different creatives by choosing multiple creatives in this step. Then, LeadPost will split your audience depending on how many creatives you are testing.
If you want to remove a creative or add another creative, you can do that at any point by editing the campaign.
Geo Filters
In this step, you can target certain specific states or ZIP codes.
Budget
In this step, you can set daily spend caps, 30 day spend caps, and lifetime spend caps. If you set a daily spend cap of $20 and a lifetime spend cap of $400, the campaign will spend a maximum of $20 per day until it reaches its lifetime spend of $400, at which point it will automatically turn off and the campaign status will be set to Max Lifetime Spend Reached.
Launch
Once you're done configuring your campaign options, click Finish to add your new direct mail campaign.
Any Questions?
If you have any questions, please email us at support@leadpost.com.