mailtech

In modern marketing, timing is everything. When a customer takes action online, your systems should respond automatically — across every channel. That’s where webhooks come in.

They’re the simple to setup, invisible connectors that allow your marketing platforms — and your direct mail — to work together in real time.

What Is a Webhook?

A webhook is a simple, automated way for one application to send data to another the moment something happens.

Think of it like an instant alert. When someone makes a purchase online, a webhook can immediately send that data to another platform — triggering a response such as an email confirmation, CRM update, or even a personalized mailer.

Webhooks:

Transfer information automatically via secure HTTP requests.
Trigger actions when specific events occur (like a form submission or subscription).
Reduce manual work and ensure data moves quickly and accurately.

For a quick primer, check out Zapier’s guide to webhooks.

Why Webhooks Matter for Mail

Webhooks can connect your digital marketing activity to your offline touchpoints.

When integrated with a direct mail automation tool, webhooks can automatically trigger personalized mail pieces based on customer actions in your CRM, eCommerce platform, or marketing automation system.

For example:

A customer makes a purchase → The webhook sends the data → A thank-you mailer is triggered.
A new subscriber joins your list → A printed welcome piece is automatically sent.

It’s fast, accurate, and scalable — ensuring your message reaches the right person at the right time.
Check out HubSpot’s guide on using webhooks with HubSpot workflows.

The Core Components

Every webhook has three key parts:

Trigger: The event that activates it (e.g., a purchase, sign-up, or milestone).
Message (Body): The information sent — such as a name, address, or order details.
Headers: Extra details like authentication, ensuring the message is secure.

For a deeper dive, Twilio’s webhook primer explains these elements well.

Webhooks in Marketing Campaigns

Webhooks act as a bridge between marketing tools, allowing actions in one platform to automatically trigger events in another.

In direct mail campaigns, this means that:

A campaign endpoint is configured to receive data.
Your external system sends a webhook when an event occurs.
The data is processed, and a mailer is initiated automatically.

Each mailer type requires its own configuration, but you can use dynamic variables to personalize content at scale.

Practical Use Cases

Webhooks can power a range of automated marketing workflows:

Re-engagement: Send postcards to inactive customers automatically.
Conditional Redundancy: Send postcards to physical address of bounced inboxes.
Milestone Recognition: Celebrate birthdays or loyalty rewards with printed mailers.
Welcome Campaigns: Trigger physical welcome kits when someone subscribes.
Post-Purchase Follow-Up: Deliver thank-you notes or coupons after an order.

If your marketing platform doesn’t support webhooks directly, an implementation partner or developer can help build a custom solution.

Real Example: Klaviyo + MailTech

Let’s look at a real-world example. Say you use Klaviyo for email marketing and want to automatically send a catalog to customers after they make a purchase.

In Klaviyo, create a flow that triggers when an order is placed.
In MailTech, set up a Webhook Campaign and obtain the campaign’s endpoint URL.
In Klaviyo, add a webhook action to the flow, using that URL and passing details like name, address, and order information.

Now, whenever a customer completes a purchase, Klaviyo sends that data to MailTech, which instantly triggers the mailing of a printed catalog or thank-you piece.

This creates a seamless bridge between online and offline experiences — ensuring consistent, personalized communication at every step.
For help setting this up, see Klaviyo’s webhook integration guide.