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Pipedrive: Native Webhook Setup (No Zapier Required)

Trigger LettrLabs mail directly from a Pipedrive webhook — no Zapier account needed.

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Written by Adam Rutkowski

Pipedrive has two separate native webhook mechanisms, both independent of Zapier — a standard webhook and an automated webhook. They're created from the same screen, but only the automated one can be used as an action inside a Pipedrive Automation, and only the automated one lets you hand-pick which fields get sent — including fields that live on the deal's related Person or Organization, not on the Deal record itself.

Before you start

  • A LettrLabs Open API key and an inbound webhook connection (see Setup Guide: Open API & Webhooks).

  • A Pipedrive account with access to Automations. Building the automated webhook (recommended below) requires global admin permissions in Pipedrive.

Step 1: Create your LettrLabs webhook connection

  1. In LettrLabs, go to Automations > Open API to generate an Open API key.

  2. Go to Active Webhooks > Data Streams (Inbound) > Create, name the connection (e.g., "Pipedrive"), and copy the Webhook URL.

  3. Turn on OpenAPI Key authentication.

Step 2: Standard webhook or automated webhook?

In Pipedrive, open the ••• (more options) menu and go to Automations — this is where you create both webhook types.

  • Standard webhook: fires on a raw event (a deal created, updated, or deleted, for example) and sends Pipedrive's entire record automatically — nothing to configure on the field side. The catch: the raw Deal record only carries Deal-native fields (title, value, stage, etc.) — it does not include the linked Contact's name, or the Organization's address and city. If you're feeding Radius Mail or conversion/attribution, both of which need a name and address to match against, a standard webhook off a Deal usually isn't enough on its own.

  • Automated webhook (recommended): built through a Pipedrive Automation instead of the raw event screen. Because it runs inside an Automation, you can explicitly map in fields from the deal's related Person and Organization — name, address, city — that the standard webhook can't reach. Use this path any time LettrLabs needs anything beyond bare Deal fields.

Step 3a: Create a standard webhook

  1. From the Automations > Webhooks screen, choose Create new webhook (the standard kind).

  2. Set Event action (Created, Updated, Deleted, or Any) and Event object (Deal, Person, Organization, etc.).

  3. Set the Endpoint URL to your LettrLabs Webhook URL. The standard webhook only supports HTTP Basic Auth, not a custom header — if you need the X-API-KEY header specifically, use the automated webhook below instead.

  4. Save.

Step 3b: Create an automated webhook (recommended)

  1. From the same Webhooks screen, create the webhook as an automated webhook rather than a standard one — only an automated webhook shows up as a selectable action in the next step.

  2. Go to Automations and start a new automation. Choose your trigger, and keep it broad — e.g., Deal Created or Deal Updated, with no extra condition. You'll do precise targeting later with LettrLabs' Inbound Filters, not here.

  3. For the action, choose Webhook, then choose POST, and select the automated webhook you just created.

  4. Build the request body as Key/Value pairs: the Key is whatever you want the field called when it lands in LettrLabs (e.g. value, name, address, city); the Value is the actual Pipedrive field you're pulling from (e.g. Deal Value, Contact Person Name, Deal Organization Address, City). This is exactly how you bring in the Person's name and the Organization's address — insert them as merge-fields in the Value column.

  5. Save the automation.

A field only comes through if the underlying Person or Organization record actually has it filled in — an Organization with no City on file sends an empty value, not an error.

Step 4: Test and confirm receipt

Create or update a test deal so it fires your webhook, then check the History tab on your LettrLabs webhook connection to confirm the payload arrived.

Step 5: Wire the connection to a mailing and map fields

  1. Open the Automation (Integration Order) or Radius Mail setup, select the Pipedrive connection, choose the action, and map fields from your test payload.

  2. If you're on a standard webhook and don't see a name, address, or city field to map — that's expected; the raw Deal record doesn't carry them. Switch to the automated webhook above and add them as Key/Value pairs.

Step 6: Go live

Save the webhook connection with a name and confirm the automation (or standard webhook) is active in Pipedrive.

Which one should you use?

  • Automated webhook (recommended for most customers): use this any time LettrLabs needs the contact's name or address — which covers Radius Mail and conversion/attribution, the two most common reasons to wire up Pipedrive. It also supports header-based auth (a better fit for X-API-KEY) and, if you ever need it, Pipedrive's own condition builder for anything Inbound Filters genuinely can't express.

  • Standard webhook: reach for this only if you genuinely need nothing beyond bare Deal fields (e.g., a coarse revenue feed using just Deal Value) and don't need name or address.

Want help setting up Pipedrive's webhook? Reach out to our team.

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