Combine Lob direct mail with Responsly digital surveys for hybrid campaigns with structured feedback
Lob is the direct-mail API that makes physical mail programmable, personal, and measurable at scale. Responsly pairs with Lob to bring digital-grade measurement to direct-mail campaigns.
For modern marketers running direct mail — especially ABM and customer-lifecycle use cases — this integration delivers structured engagement data direct mail traditionally lacks.
Where Lob and Responsly combine
QR-code surveys on direct mail
Lob mailers include QR codes linking to Responsly surveys. Recipients scan; feedback flows; attribution to the mailer becomes concrete.
Personal URLs for trackable response
PURLs on direct mail drive responses to personalized Responsly surveys. Per-recipient attribution and personalization.
ABM campaign measurement
High-value ABM target accounts receive Lob mailers with Responsly survey QRs. Account engagement measured directly; pipeline attribution becomes defensible.
Customer lifecycle touches
Renewal, reactivation, and anniversary direct-mail touches include surveys. Engagement data informs lifecycle program iteration.
Feedback-driven follow-up mail
Survey responses trigger second-tier Lob sends. Promoters get thank-you mail; engaged respondents get premium follow-up.
Event invitation response
Direct-mail event invites with Responsly RSVP surveys. Higher response rates for executive events than email alone.
Setup
- Build the Responsly survey.
- Create Lob template with QR code or PURL linking to survey.
- Configure per-recipient personalization data in Lob.
- Send the mail via Lob API.
- Track Responsly responses; attribute to the Lob campaign.
- Close the loop with follow-up actions based on responses.
Practices
Make surveys scan-friendly. Mobile-optimized, short, and aligned with the mailer’s intent.
Personalize both. Mail personalization and survey personalization should reinforce each other.
Measure attribution. Track response rates per-campaign; compare across channels.
Respect tier. Executive direct mail deserves premium survey experience, not a generic form.
Close the loop. Respondents to high-touch mail expect personal follow-up.
Measurable direct mail with survey feedback
Connect Responsly to Lob and direct mail gains the measurement rigor it has historically lacked. ABM, customer lifecycle, and premium-audience campaigns all become measurable at a per-recipient level — the data-informed upgrade direct mail needs to compete with digital channels. For connecting direct-mail respondents to your CRM, see Salesforce or HubSpot. For customer experience measurement across channels, see our omnichannel customer experience guide.
