What is a Direct Mail API

Direct Mail API is a RESTful interface that allows you to send postcards and letters from within your application. It offers Smart Send (list based) and Triggered Drip campaigns, as well as other direct mail automation functions that help you build, manage and track your direct mail.


The Direct Mail API works with your CRM or Customer Relationship Management software to perform tasks such as lead generation, tracking of customers, sending email invitations or real time messages directly to your subscribers. This functionality results in a direct mail experience that is tailored just for your business and meets the needs of your subscribers.

Today’s cloud tools have made it easier to automate and target a small, specific audience. Using these tools, Dettmann-Levin said, Lob has been able to cut down on the amount of time and money it takes to execute its marketing campaigns.

While many marketers are switching to digital channels in favor of the convenience, cost and effectiveness they provide, direct mail is still a useful tool, Miller said. Its unique audience is millennials, who have become very responsive to marketing technology.

Compared to traditional paper-based direct mail, digital campaigns are much more dynamic and personalized, with capabilities that allow marketers to incorporate videos, polls, buying options and other engaging content. They also can digitally track when recipients open emails, allowing for deeper insights and more personalized follow-up messages.

The ability to verify addresses and track reactivations also makes the digital channel more sustainable, she said. This saves money and resources, which is why Lob recently added a feature that verifies addresses to determine whether they are out of date or might take too long for delivery to be effective.

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