Automating Direct Mail & Cold Email Sequences with Zapier

Imagine a world where your B2B outreach runs like a well-oiled machine, effortlessly blending the impact of physical mail with the precision of personalized cold email. No more juggling spreadsheets or scrambling to send follow-ups – just a steady flow of warm leads nurtured by a strategic, automated sequence.

That’s the power of Zapier. This automation tool seamlessly connects your favorite direct mail services (like Lob or Postalytics) with powerful cold email platforms (like Lemlist, Reply.io, and Woodpecker). You can trigger personalized emails based on direct mail delivery, track prospect behavior, and watch your conversions soar – all while reclaiming hours of your valuable time.

Ready to ditch the manual labor and supercharge your B2B outreach? Let’s dive into how Zapier can make it happen.

How to Automate Direct Mail & Cold Email with Zapier

Here’s a step-by-step guide, focusing on powerful cold email tools like Lemlist, Reply.io, and Woodpecker:

Step 1: Choose Your Tools

• Direct Mail Service: Opt for a provider with Zapier integration:
  • Lob
  • Postalytics
  • Sendoso
• Cold Email Platform: Choose a tool specializing in personalized cold outreach:
  • Lemlist: Known for its creative personalization features and image templates.
  • Reply.io: Strong for multichannel sequences, including calls and LinkedIn.
  • Woodpecker: Focuses on deliverability and avoiding spam filters.
• CRM (Optional): Salesforce, HubSpot, Zoho, etc., if they integrate with Zapier.

Step 2: Plan Your Sequence, Triggers, and Actions

• Visualize the Flow:
  • When does the direct mail piece arrive?
  • Which email follows based on delivery/response?
  • How will you track engagement?
• Trigger Events: What starts the Zap?
  • New CRM lead
  • Website form submission
  • Content download
• Actions to Automate:
  • Send postcard via direct mail service
  • Add prospect to a cold email campaign
  • Send a personalized email

Step 3: Zapier Account Setup

• Sign Up or Log In: Go to Zapier.com, create a free account, or choose a paid plan as needed.

Step 4: Building Your Zap

1. New Zap: Click “Make a Zap” and give it a clear name (e.g., “Lead to Direct Mail + Cold Email”).
2. Trigger Setup: Choose your trigger app (CRM, form tool) and the specific event (e.g., “New Lead”). Connect your account and test it.
3. Direct Mail Action: Select your direct mail service, then the “Create Postcard” action (or equivalent). Map data fields for personalization (name, address, etc.).
4. Delay (Optional): Add a “Delay” step for a few days between the postcard and the first email.
5. Cold Email Actions:
   • Action: Choose your cold email tool, then “Add Prospect to Campaign” (or similar). Map relevant data fields.
   • Subsequent Emails: For each email in the sequence, add a “Send Email” action within your chosen tool, mapping data for personalization.
6. Delays Between Emails: Use “Delay” steps to space out your emails for a natural flow.
7. Testing is Key: Before activating, test each step thoroughly to ensure data transfer and actions are working as intended.

Step 5: Tracking and Optimization

• Zapier Monitoring: Regularly check your Zapier dashboard for smooth operation and address any errors.
• Campaign Performance: Use unique tracking links, promo codes, etc., within your emails and mail to monitor responses.
• Data-Driven Refinement: Analyze your results and make adjustments to messaging, timing, or offers based on what’s working best.

Example Direct Mail & Cold Email Workflow:

1. Trigger: New lead in HubSpot.
2. Action 1: Lob sends a personalized postcard teasing an upcoming email offer.
3. Delay: 3 days.
4. Action 2: Add the lead to a specific Lemlist campaign.
5. Action 3: Lemlist sends the first personalized email, referencing the postcard and offering value.
6. Delay: 5 days.
7. Action 4: Lemlist sends the second email with a case study.
8. Delay: 4 days.
9. Action 5: Lemlist sends the third email with a call to action for a demo.

Key Considerations

• Data Privacy: Adhere to GDPR, CCPA, and other relevant regulations when handling personal information.
• Zapier Plan Limits: Be aware of task limits on your plan and upgrade if needed.
• Thorough Testing: Prevents errors and ensures a smooth experience for your prospects.

FAQ

Q: How long should an automated sequence run?

A: Most experts recommend 4-6 communications as the optimal length for a sequence before re-engaging past recipients or moving them to other campaigns. Shorter sequences risk leaving value on the table, while those too lengthy risk unsubscribes.

Q: Can I automate direct mail and email simultaneously?

A: Yes, many automation platforms allow designing “omni-channel” sequences that send the same message via different mediums. For example, an email could be followed by a postcard, or vice versa. This enhances the recipient experience.

Q: What’s the best practice for unsubscribes in automated sequences?

A: Send unsubscribes to a “Do Not Contact” list to avoid future communications. Some marketers also send a brief, personalized email thanking past subscribers for their time as a courtesy when they unsubscribe from a sequence.

Q: How can I personalize at scale with automation?

A: Use contact profile fields, past behavior data like click-throughs, and dynamic content rules to tailor communications based on attributes without manual personalization. Advanced platforms also support AI-powered personalization.

Q: Can I automate direct mail printing and mailing?

A: Yes, many platforms integrate directly with major printing and postal services to automate everything from data processing to printing address labels and manifests, then triggering mail pickup and delivery. This saves significant manual labor.

In conclusion, automation software streamlines direct mail and email marketing by taking over repetitive, scalable tasks so marketers can focus on strategy. With the right features and best practices, it maintains a personalized touch proven to boost engagement and results.