Mover Mail is LettrLabs' real-time automation that sends personalized direct mail to people who have recently moved into your service area. Once enabled, it runs continuously in the background — no manual list uploads needed.
You can:
Target by map area (radius around a point, or a custom polygon)
Filter by mover type (owner or renter) and property type (single-family or multifamily)
Control move-in timing with an optional lookback window, to catch movers who already moved in recently rather than only future ones
Add a second touch — a follow-up send some weeks after the first
Before you start
Mover Mail is built on LettrLabs' shared Smart Automation builder — the same underlying flow other automation sources (Shopify, Klaviyo, Lead Reveal) use, just configured for movers-sourced data. Don't be surprised if page titles or breadcrumbs occasionally say "Smart Automation" rather than "Mover Mail" — it's the same feature.
Important — this automation cannot be edited once enabled. You can pause it at any time, but you cannot go back and change its filters, service area, templates, or cap after clicking Enable. Double-check every setting on the review screen before enabling — if you need different settings, you'll need to pause this one and create a new automation rather than edit it in place.
Step 1: Start a new Mover Mail automation
Log in to LettrLabs and go to Automations. Click Create Automation and select Mover Mail (Movers) as the data source.
Step 2: Name the automation
Enter a clear, searchable name — for example, "New Movers – Eastside – Welcome Offer." (The automation defaults to a generic name if you don't set one; give it a specific name so you can find it later, especially since it can't be renamed after enabling.)
Step 3: Select template(s)
Choose the mail piece you want to send — a postcard, handwritten card, or letter. Select one template for a single touch, or choose an additional template if you plan to add a follow-up step.
Step 4: Add a second touch (optional)
Create a second step with a delay (for example, 4 weeks) and choose a different template or offer for that follow-up.
Step 5: Define audience filters
Set who qualifies for the automation:
Mover Type — Owner and/or Renter.
Property Type — Single-family and/or Multifamily.
Move-in Timing — start from today forward, or add a Lookback Period (for example, 30 days) to also capture recent movers as a one-time catch-up when you first enable the automation.
Step 6: Choose your service area
On the map, pick one targeting method:
Radius around a point, or
Polygon with custom boundaries you draw yourself.
Step 7: Set a target cap (optional)
Limit the maximum number of recipients this automation will send to, to pace spend while you're still testing — for example, 200 per month.
Step 8: Calculate targets
Click Calculate Targets to preview:
The estimated lookback volume (a one-time count, if you set a lookback period).
The estimated monthly volume going forward.
Step 9: Review carefully, then enable
Confirm your templates, audience filters, map area, and cap — this is your last chance to change anything before this automation locks in. Click Enable Automation. You'll see a confirmation once it's live.
Managing an active Mover Mail automation
Once enabled, you can pause the automation at any time from your automations list — pausing stops new mail without losing your configuration. You cannot edit its filters, service area, templates, or cap while it's active or paused; to change any of those, pause it and create a new automation with the settings you want.
Field reference
Lookback Period — includes people who already moved within the last X days, as a one-time catch-up.
Mover Type — homeowners and/or renters eligible for targeting.
Property Type — single-family or multifamily residences.
Service Area — geographic targeting by radius or custom polygon.
Target Cap — maximum sends allowed for this automation.
Calculate Targets — previews the estimated one-time lookback count and projected ongoing monthly volume.
Want help setting up your first Mover Mail automation? Reach out to our team — we're happy to help you get it configured before you enable it.