Integrate Poplar

5 min

Note

The terms audiences and segments are interchangeable. Optimizely has updated all segments to audiences on the Audiences page and is updating the UI on other pages. See Understand audiences to get information on audiences.

You can add a direct mail channel to your campaigns with Poplar. This integration lets you expand your omnichannel approach and get your message across to your customers in a tangible form. You can sync Optimizely Data Platform (ODP) audiences and customer data into Poplar to target them with well-designed, personalized postcards or letters.

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Prerequisites

A Poplar account

An ODP account

Configure Poplar

Create a campaign in Poplar – Log in to Poplar and create a campaign. You can create and manage the content and creatives for your campaign here. ODP provides the audience and dynamic content that you can sync to Poplar using Merge Tags.

Note

You can only sync active Poplar campaigns to ODP. Ensure the campaign’s status is Active.

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Create ODP campaigns – Create a one-time, transactional, or behavioral campaign in ODP. Under Enrollment, select or create the audience you want to sync to Poplar and target with direct mail. Click Apply.

Note

You can only reach customers who have opted in to email communications, even if you are using the address for targeting.

Add Poplar as a channel to an ODP campaign – You can add Poplar as a touchpoint to a campaign.

Alternately, you can make your campaign omnichannel and add direct mail to an existing touchpoint in a campaign.

Choose your Poplar campaign – Under Target, select your Poplar campaign.

Choose targeting method – If you enable Use addresses when available and Use email when available, ODP sends all data available for a consumer. If you choose to send only email information, Poplar runs the emails through address matching.

Personalize your campaign – Toggle on Merge Tags to send any customer data available in ODP to Poplar for personalization and dynamic content. This includes information such as your customer’s name, their loyalty points, and the product type they are interested in.

Note

You should keep personalized product recommendations as product type/category and avoid mentioning specific products. For example, if your customer has a bikini top in their cart, you should simply refer to their cart-abandoned item by its product category, swimwear. If you choose not to send Merge Tags to Poplar, ODP only synchronizes the targeted audience to Poplar.

Preview your API call – Click Preview. Click Go Live to sync your audience and Merge Tags to Poplar.