First, make sure you have direct mail enabled under Account>Integrated Marketing Options <insert link to Account>
Add a Direct Mail Campaign
Step 1: Basic Info
Campaign Name - Give your lead campaign a name to uniquely identify it in the future.
Select your Campaign Status
A campaign status of active means that any leads meeting your filter criteria will receive a direct mail peice.
A campaign status of inactive means that your campaign is effectively off and no direct mail will be sent.
A campaign status of archive will disable your campaign and also remove the campaign from your list of campaigns. Note: you can always view your archived campaigns at any time by selecting the “archived” status from the campaign status filter drop down on the campaigns list.
Click Next.
Step 2: Scheduling
Scheduling, is optional. However, if you’d like to run a campaign for a defined period of time, you can set a start date or end date for the lead campaign. This comes in handy if you have seasonal or holiday specific campaigns.
Resend period. If a lead meets your filtered criteria and you send them a direct mail piece, you can choose whether to send them another direct mail piece in the future if they return and meet your filter criteria again.
The default is to never resend, you can also change that to every 30 days after 30 days, 60 days 90 days, 6 months, or a year.
Step 3: Audiences
For the Audiences step, you will need to select at least one audience for your direct mail campaign. You can select from a pixel audience or a CRM audience, if you have one uploaded. <see audiences> You can select multiple audiences if you have more than one set up.
If you haven’t added additional pixels, you will only see the “default pixel”, which was automatically created for you after you completed the <Quick Start Guide.>
When you select the audience, a filter icon appears to allow you to filter visitors based on the pages visited, as well as more advanced options when you click this icon. <for more information on filtering, go here>
If you select a pixel that has already collected leads, you will see an Audience Date Filter Warning, allowing you to select whether you want to include the previously collected leads in this campaign. Selecting the Include All option will include all previously collected leads, while selecting the Only New option will only target new leads going forward. In general, for lead campaigns, we highly recommend selecting the Only New option, so your billing plan is not charged for re-delivery of existing leads, although there are edge use cases to select the Include All option.
If you receive this filter warning, once you select the Include All or Only New option, click Confirm.
Click Next.
Step 4: Suppression
We support the ability to suppress against existing customers or subscribers. This can be based on their email address, or it could be based on their name and mailing address, which we call CRM data. <click here to see how to add an email or CRM audience>
If you have uploaded an Email or CRM audience, those audiences will populate here. You can select multiple suppression audiences. NOTE: If you select an Email audience, the name and address must be populated in the file you uploaded in order to suppress the record on a Direct Mail campaign.
While suppressions are optional, using suppressions will prevent our system from delivering direct mail pieces to existing customers or subscribers.
Click Next.
Step 5: Creatives
You must select at least one creative to activate a campaign.
A/B Testing. If you have more than one creative, you can select multiple creatives to run an A/B test. If selecting two creatives, 50% of your audience will get the first creative, and 50% will get the second. You can also select more than two creatives, and the audience will be split evenly across the number of creatives you have.
Click Next.
Step 6: Geo Filters
You can restrict your campaign to specific geographic areas, either by zip code or by state. If you have a regional business or are doing regional targeting, geo filters are highly recommended.
State - If you want to filter by state, enter the state abbreviations you wish to target.
Zip Code - If you want to filter by zip code, enter the five digit zip codes you wish to target.
For B2C clients, the geo filters are based on the lead’s home mailing address.
For B2B clients, geo filters are based on the IP geolocation of the web site visitor, and are not tied to their home nor company mailing address.
Click Next.
Step 7: Attribution (optional)
Attribution allows you to track conversions for leads we deliver or for direct mail triggered through the LeadPost platform.
To enable attribution, toggle the Enable Lead Conversion Reporting button.
When the Enable Lead Conversion Reporting toggle is turned on, you are required to specify the following settings for their attribution settings:
Attribution Window Start (number of days): Indicates the minimum number of days after lead delivery a lead could be considered as a conversion.
Attribution Window End (number of days): Indicates the maximum number of days after lead delivery a lead could be considered as a conversion.
In addition, at least one of the following settings must be indicated:
Conversion Page URL(s): A list of full or partial URLs that indicates a return lead has converted if they visit one of these pages (considered or conditions)
Conversion Audiences: When selected, a lead will be flagged as a converter if they are added to one or more the selected audiences within the attribution window.
When an Email audience is selected, this comparison will be strictly based on the email of the lead and the email of the audience member. For CRM audiences, a comparison is made based on the name and standardized mailing address of the CRM audience members with the lead address, as well as the email of the lead and email posted on the CRM data, if present.
Conversion page URLs and conversion audiences may be used in conjuction and doing so we will not cause duplicate conversion reporting. Also, when possible, CRM and Email audiences are preferred for getting the most accurate picture of conversions over return visits to specific page URLs. This is because a lead may return and convert on site on a different device, and we might not capture this visitor and fail to reflect this. CRM and email audiences overcome this shortfall in attribution.
Click Next.
Step 8: Budget (optional)
Direct Mail Send Cap - If you'd like to set a limit, or cap, on the number of direct mail pieces your campaign sends, you are able to do so. Input the cap amount, and your campaign will automatically turn off once you've reached the budgeted amount. The campaign status will move from "Active" to "Lifetime Budget Reached."
Direct Mail Reset Day of Month - If you would like that cap to be reset each month, enter the day of the month that you'd like that cap to be reset. Your campaign will automatically turn off once you've reached the budgeted amount indicated. The campaign status will move from "Active" to "Pending Monthly Account Reset." The campaign will automatically turn back to "Active" when it reaches the day of the month you have it set to reset.
Once you have completed the last step, click Add to save your campaign.
Edit a Direct Mail Campaign
To make adjustments to an existing direct mail campaign, click the Edit icon on the campaign you want to edit, make your changes, and click Update.
