Overview
This guide walks you through configuring Direct Mail tracking in your Contact Journey settings. You will learn how to connect direct mail data sources, attribute direct mail recipients to buyer journeys, configure timezone settings, and set up custom attributes to track direct mail campaigns across your contact journey. These touchpoints are automatically added to the Profile 360 buyer journey, giving you a complete view of each customer's interactions. With this setup, you will be ready to measure direct mail performance and integrate offline marketing efforts into your marketing measurement strategy.
When to use Direct Mail tracking
Integrate direct mail campaigns into the Profile 360 buyer journey.
Track direct mail delivery, response rates, and campaign performance.
Connect direct mail processors or CRM systems to Sona.
Prerequisites:
Admin or workspace settings access in Sona.
Direct mail data available through system reports or processors.
Step 1: access Direct Mail configuration
Navigate to Contact Journey settings: go to Workspace Settings in the left sidebar, then click the Contact Journey tab in the main area.
Select the Direct Mail tab: click the "Direct Mail" tab from the horizontal menu. You will see the direct mail configuration interface.
Step 2: configure data source and processing
Set up your data source: in the Source section, select System Report from the first dropdown, then choose your direct mail data source from the second dropdown, for example "Direct Mail: Processed data". Click the external link icon to verify your data source connection.
Configure data filters: click the Filters button to set up data filtering rules. This helps you focus on specific campaigns, date ranges, or mail types. Apply filters that align with your tracking objectives.
Set timezone configuration: in the Timezone section, select the appropriate timezone from the dropdown. The default is typically UTC, but choose the timezone that matches your campaign timing. This ensures accurate timestamp tracking for mail delivery and engagement.
Step 3: configure field mapping
In the Mapping section, configure these key field-to-column mappings:
Contact Identification: map User Identifier / Email to
identity_id, or your contact identifier field.Mail Timing: map Hit Timestamp to
mailing_date, which tracks when mail was sent or delivered.Campaign Source: map UTM Source to
utm_source, which identifies the direct mail source.Geographic Data: map Distance to
distance, for location-based analysis.
Verify field alignment: ensure each field maps to the correct column in your direct mail data. This mapping is crucial for accurate campaign attribution and journey tracking.
Step 4: configure Direct Mail attributes
In the Attributes List section, click + Add to create new direct mail attributes. Configure the following for each attribute:
Field: the direct mail data field you want to track.
Filter: conditions for when this attribute applies.
Value/Transformation: how the data should be processed or displayed.
Name: a clear, descriptive name for the attribute.
This step brings together all your direct mail data for comprehensive journey tracking.
Key concepts and best practices
Core concepts:
Direct Mail Touchpoints: physical mail interactions that become part of the digital contact journey timeline.
UTM Attribution: using UTM codes in direct mail to track campaign performance and connect offline to online behavior.
Timestamp Accuracy: proper timezone configuration ensures mail delivery timing aligns with other journey events.
Field Mapping: connecting direct mail processor data fields to Sona's analytics structure.
Best practices:
Consistent UTM Strategy: use standardized UTM codes across all direct mail campaigns for accurate attribution.
Geographic Insights: use distance and location data to understand regional campaign performance.
Response Tracking: set up attributes to track both mail delivery and response actions, such as website visits or calls.
Campaign Segmentation: use filters to analyze different mail types, audiences, or time periods separately.
FAQs
What does Direct Mail tracking add to the buyer journey?
What does Direct Mail tracking add to the buyer journey?
Direct Mail tracking connects physical mail data, such as mailing date and campaign source, to a contact's digital activity. Once configured, these mail touchpoints appear automatically in the Profile 360 buyer journey timeline alongside online interactions, giving you a complete view across offline and online channels.
Which fields are essential to map for Direct Mail tracking?
Which fields are essential to map for Direct Mail tracking?
Map User Identifier / Email to your contact identifier field, Hit Timestamp to your mailing date field, UTM Source to identify the direct mail source, and Distance if you want location-based analysis. These four mappings drive accurate campaign attribution and journey tracking.
Why does the Timezone setting matter for Direct Mail?
Why does the Timezone setting matter for Direct Mail?
The Timezone setting ensures mail delivery timestamps align correctly with other journey events, such as website visits or ad conversions. If your direct mail processor reports in a different timezone than UTC, select the matching timezone so the timeline reflects accurate event ordering.