Postalytics

Printed mail run with the tools of digital marketing

Postalytics applies digital marketing methods to printed mail through a platform that customers operate themselves. A marketer builds a campaign, sends it and measures the result in the same way as an email campaign, while the company handles printing and postage. It serves the United States and Canada, with separate arrangements for each country, and the company says more than 10,000 marketers and agencies use it to automate and track direct mail.

Building and sending campaigns

The platform includes a direct mail editor, triggered campaigns, workflows and a direct mail API. It connects with CRMs and other marketing technology through pre-built integrations, and the company advertises more than 3,000 integrations in total. A marketer can plug the mail program into the systems that already run email and digital campaigns, send personalized mail straight from a CRM, and aim for an omnichannel approach in which printed pieces sit beside digital ones. The company says campaigns can be created, sent and tracked in minutes instead of weeks.

Tracking what happens after the mailing

Dashboards show the delivery status of every piece, whether delivered, forwarded or returned, and show who responds so that return on investment can be worked out as results arrive. Response can be measured with QR codes and personalized URLs, which the company supplies at no extra charge, and campaign and account dashboards summarize the findings. The company argues that this tracking is what separates a modern direct mail program from the old model.

Lists and targeting

Smart mailing list features are meant to improve response by sending to the right people. The company argues that direct mail stands out because business people receive more than 120 emails a day, so a printed, personalized item arrives in a far less crowded place.

Who it is for

The product is pitched at marketers, small and local businesses, and agencies that run mail for clients. The company lists industries it serves including financial services, insurance, healthcare, education, retail and ecommerce, nonprofits, home services and real estate. Use cases it names are generating leads, raising donations, reactivating leads and scaling local marketing, and a case study describes a regional plumbing business that grew while spending less on direct mail. Pricing is all-inclusive, with printing, postage and tracking bundled.

Postalytics is a self-service platform that treats direct mail like a digital marketing channel. Marketers build, send and measure printed mail campaigns, with printing and postage handled through the platform.

Main features

• Campaign builder: a direct mail editor and triggered campaigns.
• Integrations: links to CRMs and marketing tools, with a direct mail API.
• Tracking and analytics: shows whether each piece was delivered, forwarded or returned, and who responded.
• Response tools: QR codes and personalised URLs for measuring replies.
• Mailing lists: smart list features for better response.

Customers and markets

Marketers and agencies, including local businesses. The vendor covers the US and Canada.

Key facts

• Coverage: United States and Canada