Once HubSpot is connected (see the Setup Guide above), the interesting decisions are which HubSpot moment to mail off of, and whether you're following up with the contact directly or using their data to drive a broader campaign. This guide covers the patterns that work well for HubSpot customers.
Two common patterns: know which one you're building
Deal-stage-triggered mail: fires off a change to a Deal — most often "Closed Won," but also earlier stages like "Proposal Sent" if you want to mail before the sale closes. Use this for thank-yous, onboarding kits, or reinforcing a proposal that's still open.
Lead-capture / form-triggered mail: fires the moment someone fills out a HubSpot form. Use this for fast, high-impact "welcome" mail while the inquiry is still top of mind.
These pull from different HubSpot objects (Deals vs. Contacts/Forms), so pick the one that matches your actual sales motion before building filters.
Deal-stage campaigns
Trigger on Deal Property Change (Instant) watching the Deal Stage property, and set the target value to whatever stage represents the moment you want to mail.
If your pipeline has deals that move backward and forward between stages, add a Zapier Filter step or a HubSpot workflow "only enroll once" setting so a single deal doesn't trigger multiple mailings.
For higher-value deals, consider mapping the Deal Amount property into a custom field on your template so you can route bigger deals to a premium card or personalized message.
Lead-capture / form-triggered mail
Trigger on New Form Submission (Instant) for the specific form tied to your campaign.
Because forms often only capture name and email, this is the pattern most likely to hit missing-address issues — consider a two-step flow where LettrLabs' Address Book action holds the lead until a full address is available, rather than trying to mail on partial data.
Pair this with a coupon code or a QR code tied to the form/landing page so the mailer's performance is easy to separate from your other lead sources in reporting.
Account-based plays (Company or Contact triggers)
If you run mail at the account level rather than per-contact, trigger on Company property changes instead of Deal or Contact changes, and map the primary contact's address at that company.
Keep your HubSpot side and your Zap in sync
If you already have a HubSpot workflow that also acts on deal-stage changes, double-check it isn't re-triggering the same property change your Zap is watching for, which can cause a contact to be mailed more than once.
Start narrow, then widen
Because HubSpot gives you deals, contacts, companies, and forms to choose from, start with one clear trigger and one clear LettrLabs action, confirm the recipient count and mail quality look right, then layer in a second trigger rather than debugging several at once.
Want help picking a first HubSpot trigger to test, or scoping a deal-stage campaign? Reach out to our team — we're happy to help you scope a first campaign and card design.