Setting up a Playbook
Playbooks are configured as multiple steps over a given time frame, much like a drip campaign, that send items out to your selected contacts. Playbooks can have an unlimited amount of steps and contacts added to them.
A best practice for setting up Playbooks is to coordinate efforts that match your existing marketing/sales outbound strategy. An example of this would be, call goes out, Postal Direct Mail sent; email/booked meeting, gift sent, etc. Think of Playbooks as another touchpoint and part of the communication between you and your contacts, whether that be a lead or a client.
As an Admin of Postal, you can start creating a Playbook by selecting from your approved items and Saved Messages, or create a new message for the Users. After a Playbook is created and saved by the admin, the Users will have the ability to pull contacts over one-by-one or select from a pre-existing saved list.
Admins can pause, archive, and delete playbooks. Users can add/remove contacts at any time using a saved Playbook created by the Admin.
Any time an item is sent in a Playbook, it is synced back with your connected partner integration. Learn more about our partner integrations here.
How to Get Started Building a Playbook:
To create a Playbook, select Automations from the top menu and select Playbooks. From there, click 'Start Here' to begin creating your Playbook.
From there, you will be able to build a Playbook in Postal.
Once you select this option, you will be asked to name your Playbook. A best practice is to name the Playbook (for internal use) something that is familiar for you and your Users to identify who the audience of Playbook is intended for (demand generation, lead qualification, nurturing, retaining, etc).
After you have named your Playbook, select 'Add a Step'.
From there, you will be taken to your approved items. Select the item/direct mail that makes the most sense for you and your team. Think of this first step as the initial send and the first gift your recipient will receive from you.
Each step is set as a delay in days. The delay time is configured by the admin. This delay will show in Playbooks as days, meaning that the delay you select when configuring your next step is sent out from however many days you set the delay to be. So if you set the delay as 20, then the item will be sent 20 days from the step prior.
The first step can start at +0 Days meaning, when you add contacts to your Playbook, your item chosen for this step will automatically send on the day you add your contacts to the Playbook unless you would like to add a greater delay.
When creating steps in a Playbook we recommend the following:
Gifting by 3-5 days
Direct Mail by 7 days
This is to ensure gifts arrive spaced out in the way you wish your recipient to receive them.
After you select your item, select a message that best suits the recipients. Choose from one of your pre-saved messages (set up in your profile), or type out a message in the Custom Message field. As the Admin, you can create the messaging for Playbooks from your saved messages or create new messaging for your users. The messaging used will be available to all users.
Once Step One looks good, click 'Next'. Preview your first step and save.
In the next steps, after the initial step +0 days, you will be able to customize the time frame and choose a delay that makes the most sense for the recipients.
To add another step to your Playbook, click 'Add a Step'.
A best practice is to space each step apart by one week. Continue to follow the above process to add as many steps as you like.
When you are done adding steps, double-check one last time to make sure each one includes the correct delay time, correct item, and the correct messaging for users and your team.
If everything looks good, click 'Create Playbook'. You and your users can now access this in My Playbooks to send items!
Editing a Playbook:
Within Settings, an Admin will have the ability to configure the following:
Enable a Playbook: Automatically turned on when you save a Playbook and add contacts to it
Disable: When a Playbook is disabled, Users are prevented from adding new contacts, but existing contacts will continue to receive items. If you want to remove contacts from a Playbook that you wish to no longer be enabled, please remove them individually under the Contacts tab
Remove: First disable the Playbook, then select 'Remove All Contacts' to remove the entire contact list
Clone: This is set so the admin can duplicate the Playbook and add/remove/change steps at any time or delete the entire Playbook
Delete: Remove/delete the entire playbook
To edit the Playbook, click the pencil. You can then edit the Playbook step by step if needed.
This will allow editing for the message and the item being sent as well as the delay time.
To add Contacts to a Playbook, select 'Add Contacts to a Playbook'
Best practice for Playbooks:
Download the Chrome extension, Postal Everywhere
When sending an item in the Playbook, the activity will sync back to your Partner Integration. Users can also download the Postal Everywhere extension to send items seamlessly. Using the extension, Users can add and remove contacts to a Playbook with just one simple click!
Have more questions? Reach out to our Support Team!