Physical mail automation and campaign management.
Key Functions
| Function | Description | AI Opportunity |
|---|
| Template Design | Letters, postcards, packages | AI design |
| Address Verification | USPS/postal validation | Auto-correction |
| Personalization | Variable data, images | Dynamic content |
| Printing | On-demand, batch | — |
| Mailing | Postal optimization, tracking | Route optimization |
| Triggers | Event-based sending | Predictive timing |
| Campaign Management | Audience, scheduling, A/B | Optimization |
| Tracking | Delivery, response attribution | — |
| Integration | CRM, marketing automation | — |
| Analytics | Response rates, ROI | Attribution |
Core Entities
| Entity | Fields | Volume | Sensitivity |
|---|
| Recipients | name, address, custom fields | High | High |
| Campaigns | template, audience, schedule | Medium | Low |
| Templates | design, variables, formats | Low | Low |
| Mailings | status, tracking, delivery | High | Medium |
| Responses | conversions, attribution | Medium | Low |
| Addresses | validated, deliverability score | High | High |
Integration Points
| System | Data Flow | Direction |
|---|
| CRM | Contacts, triggers | Bi-directional |
| Marketing Automation | Campaign triggers | Bi-directional |
| Ecommerce | Order triggers, addresses | Inbound |
| Address Validation | Verification, correction | Bi-directional |
| Analytics | Response attribution | Outbound |
| Postal Service | Tracking, delivery | Inbound |
Data Retention
| Data Type | Typical Retention | Compliance Driver |
|---|
| Recipient addresses | Until opt-out | Privacy laws |
| Campaign history | 2-3 years | Analysis |
| Tracking data | 1 year | Attribution |
| Templates | Indefinite | Reuse |
Evaluation Criteria
| Criteria | Weight | Notes |
|---|
| Print quality | High | Brand representation |
| Address verification | High | Reduce waste |
| Integration depth | High | Trigger-based sending |
| Pricing | Medium | Per-piece economics |
| Speed | Medium | Time to mailbox |
| Tracking | Medium | Attribution |
| International | Low | If needed |
Market Leaders
| Product | Strength | Best For |
|---|
| Lob | Developer API, automation | Product-triggered |
| Postalytics | Marketing integration | Marketers |
| Inkit | Enterprise, compliance | Regulated industries |
| PostGrid | International, API | Global reach |
| Sendoso | Gifting, experiences | ABM, sales |
AI Disruption Potential
| Function | Current State | 2027 Projection |
|---|
| Design creation | Templates | AI generation |
| Personalization | Variable data | Hyper-personalized |
| Timing optimization | Rules-based | Predictive |
| Address quality | Validation | Auto-correction |
| Response prediction | Historical | Pre-send scoring |
Build vs Buy: Buy. Print and postal logistics are specialized. API-first services handle complexity.