How custom API usage improves deliverability for Cassling's marketing campaign

Cassling, a leading medical imaging sales and service company that helps healthcare organizations create efficiencies, improve outcomes, and lower costs, is a family-owned company that keeps local communities at the heart of what they do. Cassling launches annual marketing initiatives to encourage and assist healthcare providers in honoring their employees. Their efforts include sending out posters, stickers, and educational resources for campaigns related to Ultrasound Awareness Month and National Rad Tech Week.

In 2020, Cassling experienced a common problem: while hundreds of healthcare providers across the United States requested kits, many did not receive them due to incorrect address information. As Cassling prepared for their 2021 campaigns, they needed a solution to ensure packages reach their intended recipients to create a better customer experience.

Cassling and Blue Frog discussed techniques to verify the accuracy of shipping addresses for the hundreds of submissions Cassling received each week while avoiding the need for tedious manual work. Blue Frog recommended an address verification API that layers on top of Cassling's HubSpot forms to seamlessly verify addresses with the United States Postal Service (USPS). When a user clicks "submit" on the form, the API:

• Instantly checks the address
• Appends the four-digit geographic mailing code to the ZIP code
• Checks for and automatically corrects misspellings and other small details

If a mailing address is unverifiable, the form presents an error message and allows the user to easily make the necessary corrections. The API is called only after a user clicks submit, making the process both efficient and cost effective by limiting the total number of API calls needed.

"Using serverless functions and an integration with Lob, an address verification solution with an API, we were able to create a custom form module in HubSpot to verify address information at the time a user submits a form. Once verified, the module submits all the data the user entered into the HubSpot form. If the address is wrong, error information displays and asks the user to correct the address. This solution allows us to verify or deny any address information while the user is on the page."

Brennan Nowers | Blue Frog Developer