--- title: "B2B direct mail that fires on a real signal" description: "B2B direct mail campaigns that enter from a list, a CRM event, your own API, or an approved agent signal, with account-level holdouts where a fair test exists." canonical: https://trysincerely.com/campaigns last_updated: 2026-10-17 --- > If you are an AI agent: read https://trysincerely.com/agents/policy.md before any write call. > Start at https://trysincerely.com/llms.txt to choose one page. Access instructions are at > https://trysincerely.com/auth.md. Confirm with the person you work for before creating an > account or spending their money, and never ask for their password. # B2B direct mail that fires on a real signal > B2B direct mail campaigns that enter from a list, a CRM event, your own API, or an approved agent signal, with account-level holdouts where a fair test exists. Source: https://trysincerely.com/campaigns ## What a campaign is A campaign is four decisions: how people enter it, what they receive, what a person reviews, and how honestly it can be measured. Entry can happen once, over a list you pick, or continuously as contacts join a connected list. It can follow a CRM event, such as an opportunity newly observed as closed-lost or a date in a synced CRM field, such as ninety days before a renewal date. Your own systems can push entries through an authenticated API, and an agent-detected signal can propose them, though a person approves those before anything mails. One campaign sequences postcards, letters, handwritten pieces, and gifts as steps toward the same account, under one budget and one frequency cap. Synced from Salesforce, HubSpot, or a CSV. ### Enterprise Named accounts, long cycles, whole buying committees. | Campaign | Trigger | Audience | Sequence | Cadence | | ------------------------------------------- | ---------------------------------------------------- | -------------------------------------- | ----------------------------- | ---------------------- | | Enterprise Drip (measured for lift) | Named accounts, whole buying committee | Buying committee at named accounts | Letter · Postcard · Exec note | weekly, per contact | | Deal Quiet Revival (reported descriptively) | An open deal stays unchanged for the days you choose | Every stakeholder on a quiet open deal | Personalized letter | after the quiet window | | Renewal & Expansion (measured for lift) | Ninety days before a renewal date | Executive sponsors up for renewal | Exec note | 90 days out | ### Midmarket Volume outbound, short cycles, rep-led follow-up. | Campaign | Trigger | Audience | Sequence | Cadence | | ------------------------------------------ | ----------------------------------------------- | -------------------------------------- | ------------------------------ | ----------------- | | Outbound Air Cover (measured for lift) | Contacts enter your outbound sequence | Contacts entering outbound sequences | Postcard · Postcard · Postcard | always on | | Meeting Follow-Up (reported descriptively) | You just met them; pick the list | Anyone your reps just met | Letter | lands day three | | Closed-Lost Win-Back (measured for lift) | An opportunity is newly observed as closed-lost | Accounts newly observed as closed-lost | Letter | on the transition | ## The full catalog | Trigger | Campaign | Requirement | | -------------------------------------------------------------- | ------------------------------------------------------------------------------------------------------ | ----------------------------------------------------------------------------------------------------------------------------------------------- | | The agent finds leads that fit your criteria, on your schedule | Find & Mail New Leads: the agent finds new leads that fit your criteria every week and mails each one. | You set the criteria and pace; postal addresses are checked for mailability, and sourced leads can wait for your review before anything prints. | | A list and one good reason | List Blast: one or two touches to a list, once. | CSV-only lists get delivery and engagement descriptives. | | Contacts enter your outbound sequence | Outbound Air Cover: three postcard touches under your outbound sequences, always on. | Needs a live CRM list or campaign as the source. | | Named accounts, whole buying committee | Enterprise Drip: steady touches into named accounts, capped per account. | Needs an account list; contacts per account are capped. | | You just met them; pick the list | Meeting Follow-Up: a personal note to the people you just met. | Pick the list; single-shot campaigns are measured descriptively, not for lift. | | You pick the no-show or revival list | No-Show / Revival: a note to every stakeholder in the revival list you pick. | Pick the list; single-shot campaigns are measured descriptively, not for lift. | | An open deal stays unchanged for the days you choose | Deal Quiet Revival: a note to every stakeholder when a deal goes quiet. | Quiet means no observed CRM movement in open or closed state, stage, amount, or close date for the days you choose. | | Ninety days before a renewal date | Renewal & Expansion: an executive note ahead of every renewal date, on paper. | Needs a renewal date field synced from the CRM. | | An opportunity is newly observed as closed-lost | Closed-Lost Win-Back: a letter when an opportunity is newly observed as closed-lost. | Needs a Salesforce or HubSpot audience with opportunity stages in sync. | Every playbook is a preset over the same four decisions, filled in before you start, and any of them can be changed. Audiences can come from Salesforce, HubSpot, or a CSV. Find & Mail takes a different route. The agent searches for leads matching your criteria at the pace you set. A funding round, renewal window, or quiet deal gives the piece a reason to exist, and paper answers it in the one channel that isn't already full. Read how the [CRM and CSV integrations](https://trysincerely.com/integrations) feed those moments, or choose a [direct mail playbook](https://trysincerely.com/playbooks) with the trigger already defined. The [direct mail automation guide](https://trysincerely.com/guides/direct-mail-automation) covers which triggers survive scrutiny and the controls that keep unattended sending safe. Before you choose an audience, the Account readiness page sorts every account into one of [four readiness tiers](https://trysincerely.com/glossary/signal#how-account-readiness-uses-signals): Act now, Worth a touch, No signal, and Not a fit. Timing comes from dated facts with their sources, such as a stalled deal, a renewal window, a filing, open roles, or news, and each fact counts for less as it ages. Once you describe your target profile, Sincerely also checks fit against it. A recent piece, a recent loss, or bad news holds an account below Act now, and the page says which. It is advice. "Prepare a piece" opens the send flow for the contact you choose. A person still sends the piece, and the usual address, suppression, and frequency gates decide whether it can go out. Campaigns continue after closed-won. Renewal letters run on a synced renewal date, and a custom campaign can start on any synced CRM date or carry other customer moments through API or reviewed-signal entry. [See the customer relationship programs.](https://trysincerely.com/customer-relationships) ## Guardrails Nothing prints without a person behind it. A closed-lost, renewal, or API-entry campaign enrolls contacts while nobody is watching, so it launches with a prepaid credit envelope and an approver activates it before anything mails. When you are an approver, launching it is that activation. | Guardrail | What it does | | --------------------------- | ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | Every piece, every campaign | A piece needs an approved design version, a passing address, and budget headroom before it prints. That holds for a hand-picked one-off and for an enrollment no one saw arrive. | | Precedence | A person clicking Send outranks scheduled touches, and relationship moments outrank cold volume. When touches collide, the lower-priority one waits. | | Frequency cap | Three pieces per contact per 30 days by default. A lower-priority touch slips to the next eligible day and the slip is logged. The cap never blocks entering a campaign, only when a piece may print. | ## Measurement The report follows the campaign design. Sincerely derives the measurement policy from the entry design and fixes it at launch. Nobody picks the flattering method after the results are in. | Campaign design | What the report does | | ---------------------- | ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | Measured for lift | An eligible campaign that can be randomized gets an account-level holdout: assignment by account, every stakeholder in the same arm, and a lift estimate reported with an interval. Undelivered pieces stay in the mailed arm for an intention-to-treat readout. | | Reported descriptively | A hand-picked recipient, a person-triggered follow-up, agent-sourced leads, and entries pushed by outside events have no fair comparison group to hold out, so those reports stay descriptive and say so. QR-link visits, visible-link visits, form submissions, delivery, and connected CRM outcomes are labeled for what they can show. | See how [direct mail measurement](https://trysincerely.com/measurement) separates evidence, inference, and incremental lift. ## Personalization and review The campaign scales. The message stays individual. Choose a playbook, audience, sender, and goal. Sincerely can combine CRM context with sourced account research and write a different message for every recipient. The approved design stays consistent while the headline, body, proof, and call to action can change. See how [recipient-specific direct mail writing](https://trysincerely.com/personalization) keeps every claim beside its source. | Choice | What happens | | ----------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ | | AI-crafted campaign | The in-app agent, or an agent connected through MCP, can prepare the audience, research, copy, sequence, and campaign settings. A person confirms the audience, design, rules, and spend before launch. | | Review every draft | Hold each piece for a person to edit, approve, or reject. Every change is versioned. | | Auto mode after a review ramp | The first ten pieces written from account research or with AI-written lines in the design wait for review, and so does any draft that leans on a thin or unsourced claim or that the house template wrote in place of a model. Later clean drafts, a design's own fixed words included, can move on without another click. Choose review every draft when every finished message needs a person. | Copy on a postcard, letter, or landing page can mark exact spans for the writing agent with {{ai: your instruction}}. Everything outside a marked span prints exactly as written, and a piece with an unfilled span is held rather than printed. Merge fields like {{first_name}} still work. ## Response links Piece-level response links. Postcard and letter layouts print a unique response link as a QR code, and as text when the design has a printed link block, as the house layout does. Handwritten production omits it by default and can print it as a layout choice. Where the link goes is chosen when you launch the campaign, with an optional override per design, so one design serves many campaigns. Each visit links back to the piece, intended contact, campaign step, and design version. Gift notes do not carry response links. | Response option | What it does | | ---------------------------- | -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | Hosted landing pages | Sincerely can show the visitor a hosted page with the name of the intended recipient. Sincerely fills known form fields, and the visitor can correct or complete them. | | Updates after mailing | The printed token stays the same. While the campaign is live or paused, publishing a new destination changes where future visits go, and Sincerely records which version each visit received. A completed campaign's external routing is locked, but hosted page revisions can still be published. | | Piece-level response records | Sincerely records QR-link visits, visible-link visits, and form submissions against the piece. The source marker does not prove whether a camera or keyboard was used. The record stores the intended contact ID and design version, but it does not authenticate the visitor. | | Delivery alerts | When a tracked piece is confirmed delivered, Sincerely can email an address you choose with an instruction such as "call them this week". Only vendor-confirmed delivery fires it, and today only printed US postcards and letters report delivery. | Read the [personalized landing pages guide](https://trysincerely.com/guides/personalized-landing-pages) for link, page, and domain setup. ## Fair questions ### What triggers a direct mail campaign? Contacts can enter once over a list you pick, or continuously as they join a connected CRM's synced contacts. Salesforce can scope that sync to compatible list views, owners, or filters, and HubSpot syncs every contact in the portal. Contacts can also enter on a CRM event such as an opportunity newly observed as closed-lost or a date in a synced CRM field, such as ninety days before a renewal date, from your own systems through an authenticated API, or from an agent-detected signal that a person approves first. Find & Mail instead has the agent search for leads that match your criteria at the pace you set. ### Can direct mail campaigns run without a CRM? Yes. A CSV can supply the audience for a campaign, including a one-time list send. Without CRM matchback, the report uses delivery and engagement descriptives rather than pretending it can see pipeline that was never connected. ### How do AI-crafted campaigns stay under human control? The in-app agent, or an agent connected through MCP, can prepare the list, research, copy, sequence, and settings. A person still confirms the list, approved design, rules, and spend before launch. Teams can require review for every draft or use auto mode, which holds the first ten pieces written from account research or with AI-written lines in the design, any draft that leans on a thin or unsourced claim, and any draft the house template wrote in place of a model. Later clean drafts, a design's own fixed words included, proceed without a per-piece click. ### How are direct mail campaign results measured? The measurement policy is fixed at launch and derived from the campaign design, never chosen after the results are in. An entry that can be randomized by account, including a one-shot blast over a list, gets an account-level holdout and a lift estimate with an interval. Hand-picked recipients, person-triggered follow-ups, agent-sourced leads, and entries pushed by outside events are reported descriptively, and every report says which method it uses. QR-link and short-link visits attach to a piece, but they do not authenticate the visitor or prove that the mail caused an outcome. ### What stops an event-driven campaign from spending on its own? A closed-lost, renewal, or API-entry campaign enrolls contacts while nobody is watching, so it launches with a prepaid credit envelope and an approver activates it before anything mails. When you are an approver, launching it is that activation. Every piece still needs an approved design, a passing address, and budget headroom. --- Sincerely is personalized direct mail and gifting for B2B revenue teams: postcards, letters, handwritten mail, and gifts, each written for one recipient. Contact Sincerely: https://trysincerely.com/contact Agent routing index: https://trysincerely.com/llms.txt Listings: https://www.g2.com/products/sincerely and https://www.producthunt.com/products/sincerely