Postcard Campaign Send

This drill takes a prospect list from your CRM, verifies mailing addresses, creates personalized postcard templates, and sends a batch of physical postcards via the Lob or PostGrid API. It handles the full send workflow from list to mailbox.

Input

• A prospect list in Attio (or exported from Clay) with: name, company, address, and at least one personalization field (pain point, trigger event, etc.)
• Postcard copy variants (headline, body, CTA) — at minimum 1 variant, ideally 2-3 for testing
• Sender return address
• Lob API key (or PostGrid API key)

Steps

1. Export the prospect list from CRM

Pull the target contact list from Attio using the attio-contacts fundamental. Query contacts tagged for this direct mail campaign. Required fields per contact: first_name, last_name, company, address_line1, city, state, zip, and the personalization field (e.g., pain_point, trigger_event).

If addresses are missing, use the clay-enrichment-waterfall fundamental to enrich contacts with physical mailing addresses. Clay can source business addresses from firmographic data providers.

2. Verify all mailing addresses

For each contact, run the lob-address-verify fundamental against their address. Process the results:

• deliverable or deliverable_unnecessary_unit — Keep. Use the standardized address from the response (Lob corrects typos and formatting).
• deliverable_missing_unit — Flag for manual review. The address may be a multi-unit building.
• undeliverable or deliverable_incorrect_unit — Remove from the send list. Update the contact in Attio with address_status = undeliverable.

Log verification results: total contacts, deliverable count, undeliverable count.

3. Create postcard templates

Using the lob-template-create fundamental, create front and back templates for each variant.

Front template should include:

• A personalized headline using {{first_name}} and/or {{company}}
• A compelling visual or product screenshot
• One clear value proposition tied to {{pain_point_headline}}

Back template should include:

• 2-3 sentences of body copy addressing the specific pain point
• A clear CTA (e.g., "Scan the QR code to book a 15-minute call")
• A personalized tracking URL: https://yoursite.com/dm?ref={{contact_id}}
• Your company logo and return address

Store the template IDs for each variant.

4. Generate personalized tracking URLs

For each contact, construct a unique tracking URL:

https://yoursite.com/dm?ref={{contact_id}}&v={{variant_id}}&c={{campaign_id}}

This URL should redirect to your booking page or landing page while logging a PostHog event (direct_mail_url_visited) with the contact ID, variant, and campaign as properties.

5. Send postcards

For each verified contact, call the lob-postcard-send fundamental (or postgrid-postcard-send if using PostGrid):

• Pass the verified, standardized address
• Pass the template IDs for the assigned variant
• Include merge variables: first_name, company, pain_point_headline, body_copy, cta_text, qr_or_url
• Include metadata for filtering: metadata[campaign_id], metadata[variant], metadata[contact_id]

Process in batches of 50 to monitor for errors. After each batch, check for 422 errors (address issues that passed verification but failed at send time) and log them.

6. Log send data in CRM

For each successfully sent postcard:

• Update the contact in Attio with: direct_mail_sent = true, direct_mail_sent_date, direct_mail_postcard_id (the Lob/PostGrid ID), direct_mail_variant, direct_mail_expected_delivery
• Create a note on the contact record: "Postcard sent: [variant name], expected delivery: [date]"

7. Post-send summary

Generate a campaign summary:

• Total contacts in list
• Addresses verified as deliverable
• Addresses undeliverable (removed)
• Postcards successfully sent
• Postcards failed at send time
• Estimated delivery window
• Cost: [count] x [per-piece cost] = [total spend]

Log this summary as a PostHog event: direct_mail_campaign_sent with properties for all counts.

Output

• A batch of personalized postcards in the Lob/PostGrid print queue
• Each contact in Attio updated with send status, postcard ID, and expected delivery date
• A campaign summary with counts and cost
• Personalized tracking URLs ready to attribute responses

Triggers

• Run manually per campaign at Smoke and Baseline levels
• At Scalable level, trigger via n8n when a batch of prospects is ready (e.g., weekly list refresh from Clay)