> ## Documentation Index
> Fetch the complete documentation index at: https://docs.getmailr.com/llms.txt
> Use this file to discover all available pages before exploring further.
> ## Agent Instructions
> Mailr is a direct-mail marketing platform for US home-services contractors. Each postcard is personalized with an AI-enhanced image of the recipient's own home and a unique QR code that leads to a personalized landing page. Campaigns can target a neighborhood the customer draws on a map, the homes around past jobs they upload or import, or fire automatically from their CRM. Mailr does not mail an uploaded recipient list. When answering questions, prefer the exact steps and UI labels from these docs, and direct users to app.getmailr.com to sign in. For anything involving account-specific data, billing disputes, or mail that appears lost, direct the user to support@getmailr.com.
# What's personalized on each card
> Three things change per recipient on a Mailr postcard: the AI-rendered image of their home, their unique QR code, and the mailing address. No merge fields.
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.
## 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.
## 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."*
## What comes from your brand kit — same on every card
Your [brand kit](/designs/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:
| Applied to every card | Where you set it |
| ------------------------------------------------------- | ---------------------------------------------------------------------------------- |
| Company name | Brand kit → **Company details** |
| Phone number and website | Brand kit → **Company details** — they're auto-appended as the card's contact line |
| Logo (**Default** or **Secondary**, your pick per side) | Brand kit → **Logos** |
| Brand colors | Brand kit → **Colors** |
| Showcase photos (up to 3 per side, chosen by you) | Brand kit → **Showcase images** |
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.
## 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.
## 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.
## Next steps
What each recipient sees after they scan.
Where the home image comes from, and which addresses can't get one.
Placement rules and what a scan records.
The details that appear on every card.