This guide walks you through configuring Direct Mail tracking in your Contact Journey settings. You'll learn how to connect direct mail data sources, to 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'll be ready to measure direct mail performance and integrate offline marketing efforts into your marketing measurement strategy.
When to Use This / Prerequisites
When to Use This / Prerequisites
When to use:
Integrate direct mail campaigns into the Profile 360 buyer journey
Track direct mail delivery, response rates, and campaign performance
Connecting 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-by-Step Instructions
Step-by-Step Instructions
Step 1: Access Direct Mail Configuration
Step 1: Access Direct Mail Configuration
Navigate to Contact Journey Settings
Go to "Workspace Settings" in the left sidebar
Click on the "Contact Journey" tab in the main area
Select Direct Mail Tab
Click on the "Direct Mail" tab from the horizontal menu
You'll see the direct mail configuration interface
Step 2: Configure Data Source and Processing
Step 2: Configure Data Source and Processing
Set Up Data Source
In the "Source" section, select "System Report" from the first dropdown
Choose your direct mail data source from the second dropdown (e.g., "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
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
Step 3: Configure Field Mapping
Map Essential Direct Mail Fields (Row 1 - Contact Identification , Row 2 - Mail Timing, Row 3 - Campaign Source, Row 4 - Geographic Data)
In the "Mapping" section, configure the following key mappings:
Field: "User Identifier / Email"
Column: "identity_id" (or your contact identifier field)
Field: "Hit Timestamp"
Column: "mailing date" (tracks when mail was sent/delivered)
Field: "UTM Source"
Column: "utm_source" (identifies the direct mail source)
Field: "Distance"
Column: "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
Step 4: Configure Direct Mail Attributes
Add Custom 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
You're almost there! This step brings together all your direct mail data for comprehensive journey tracking
Key Concepts / Best Practices
Key Concepts / 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: Leverage distance and location data to understand regional campaign performance
Response Tracking: Set up attributes to track both mail delivery and response actions (website visits, calls, etc.)
Campaign Segmentation: Use filters to analyze different mail types, audiences, or time periods separately