Creative Best Practices
In this article you'll find pointers and recommendations for content placement and general design best practices. Download our Creative Best Practices deck and check out our Case Studies with real creative in action.
For export instructions see: Static Creative Guide.
Printing Standards
GRAB ATTENTION. (less is more)
Communicate the value prop clearly — customers won't pass up a good offer.
Have an identifiable ➡ call to action.
CTA & Offer Copy
Include all important details on both sides. Highlight with badges, offer strips, and bold text as needed.
Include a promo code specifically for the mail URL for more accurate tracking.
Want to make each promo-code unique for each customer? Check out our Promotions feature.
Track front end results by adding a different promo code for each test cell on the mail plan. (A/B creative designs)
Consider placing the offer on a bolder/more eye-catching background color or offer strip and give them a clear next action.
Design Principles
Hierarchy
Differentiating in size, weight, color, and treatment can ensure the information doesn't compete for attention.
Make use of the whole space. We recommend full panel images to create an eye catching and engaging creative design. Use a grid to showcase multiple images or collections.
Contrast
Contrast between elements helps guide the recipient and ensure things are legible and eye-catching.
Balance
Establishing balance between elements helps create a harmonious creative that allows the key elements to stand out without overwhelming the piece.
Utilize icons ✅ where possible to help quickly identify key differentiators/features and break up any text-heavy areas.
Repetition
Reaffirm consistency between the design for the front and back. Should tell one story and reinforce one offer.
When possible, feature customer testimonials to further reinforce the value prop.
Alignment
Ensure all elements that include small details are aligned to avoid distracting mistakes.
Dimensions, Bleed & Safe Zone
Postcards are always printed at larger dimensions, then trimmed down to final size to ensure no gaps or unprinted areas appear on the final product.
Before uploading to the platform, your files must include a 0.125" bleed on all four sides.
We always recommend designing edge-to-edge without white borders or crop marks to avoid the risk of them appearing on the final product after cut.
A safe zone is also specified to prevent any text or important copy from running too close to the edge of the mail piece.
Mail pieces should always be designed at, and contain, high-resolution images at 300ppi/dpi for best possible print quality.
Final Upload Dimensions
Trim
Safe Zone
4.25" x 6.25" or 1275 x 1875px
4" x 6"
3.75" x 5.75"
6.25" x 9.25" or 1875 x 2775px
6" x 9"
5.75" x 8.75"
6.25" x 11.25" or 1875 x 3375px
6" x 11"
5.75" x 10.75"
The white address block and subsequent text is applied automatically by the platform during upload.
For best results, provide creative with background or design that runs fully behind this block. Make sure to never place critical text in this area, as the address block will be layered on top of the design during print.
Printed Samples
If you're interested in receiving a physical sample of your creative before launch, you can do so via the Creative tab from within your campaign:
PDF Proofs
During the creative upload, there is an option to view and download a PDF preview of what your file will look like after cut, with the auto-applied address block.
Always review your creative preview to make sure images and text are rendering in high-res with no typos or missing elements.
Dynamic HTML Creative
Dynamic HTML template files must be used for creative designs that plan to utilize merge tags for personalization (first name greeting, dynamic images, promo-codes, etc.). See more here. Poplar offers several HTML/CSS creative templates based on use case, and our article " How to Convert a Static Design to HTML" covers how to implement your own text and images.
For Poplar Pro users who wish to make use of dynamic creative but need help with initial HTML/CSS, Poplar offers free translation services.
This free service is for Pro plan accounts and above, and take 3-5 business days to complete, so please account for this in your campaign timing.
Once your final design is complete, submit the packaged design files to our Creative Translation Request form.
The following materials are required for HTML creative translations:
A completed static version of your creative design.
The original packaged InDesign or Illustrator files (image assets and fonts included).
Clearly marked indicators and instructions for which elements you would like to be dynamic.
Translation services for future campaigns are only provided ad-hoc pending team availability and may involve additional cost.
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