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Mailr’s personalization is visual and behavioral, not mail-merge text. Each recipient gets a card built around their own home and their own tracking code — but there is no {{first_name}} token you can drop into the artwork. This page draws that line precisely so you know what you can and can’t vary.

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The three things that change per recipient

  1. The image of their home on the front. On a Home Render postcard, the front is built from imagery of that specific property and re-rendered in the Render style you chose for the campaign — so the homeowner sees their own house. On a Classic postcard the front is fixed and identical for everyone.
  2. The QR code. Every card carries a unique code. Scanning it opens the landing page you picked for that campaign and records the scan against that exact household.
  3. The mailing address and postage. Added during mail production, in the reserved bottom-right postal area on the back of the card. That’s why that corner has to stay white and clear of artwork.
Backs are never personalized artwork. The back carries your fixed design, plus the per-recipient QR code and the address block.

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There are no text merge fields

You cannot place a recipient’s first name, street address, or any other per-person text into a postcard design. Nothing in the design brief, the copy transcript, or the editor substitutes recipient text into artwork. If you’ve used mail-merge tools before, this is the main difference to internalize.
In the campaign wizard the two card types spell it out: Home Render Postcards — “Each recipient gets a unique Home Render of their own property.” — and Classic Postcards — “One design for all recipients. Only the QR code varies per house.”

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What comes from your brand kit — same on every card

Your brand kit is applied automatically to every design you generate. These details are the same on every card that leaves your account, not per recipient: In the design flow’s copy transcript, your phone and website appear with the note “auto from your brand kit” — they aren’t editable as copy. To change them, edit the brand kit and generate the design again. If your brand kit has no phone or website, the contact line simply doesn’t appear.

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Your offer and headline belong to the design, not the recipient

The copy on a card — headline, offer, call to action — is set once per design, in the Direction step’s copy transcript or in the free-text Copy that must appear box. It’s the same on every card produced from that design. So: two offers means two designs. If you want to test “$500 off a roof replacement” against “free inspection”, create a second design and run it as a second campaign. You can vary the design, the render style, the landing page, and the audience — you cannot vary a line of text per household inside one campaign.

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Where per-recipient experience continues

The postcard is one half of the personalization. The other half is the landing page each QR code opens: it’s built for the household that scanned it and can show that home rather than a generic photo. That’s the place to put a personal-feeling experience, since it isn’t constrained by print.

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Next steps

Landing pages

What each recipient sees after they scan.

How property imagery works

Where the home image comes from, and which addresses can’t get one.

QR codes

Placement rules and what a scan records.

Brand kit

The details that appear on every card.