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Single vs. Multiple Creatives


Most programs perform best with a single creative that both helps your brand stand out from the competition, drive the desired response, and is connected to the URLs that target the audience with the highest intent. 

There are scenarios where there are more than one clearly defined audiences visiting the website, and a more specific creative can drive a higher response.

However, if you use too many creatives, you might be making incorrect assumptions or misinterpreting the user’s intent as they visit multiple pages.


  • If you are a car dealership, you may want a different creative for the categories of used versus new cars, but not a different creative for each model or brand on the lot.
  • If you offer a service like home remodel or auto repair, a single card promoting your entire array of services and why visitors should trust and choose you versus your competitors is a good approach.
  • If you have an offer for your abandoned cart visitors that’s the same for your product page visitors, a single creative will work just fine.
  • If you have a ‘best selling’ or champion product, it could warrant its own creative alongside other product categories. At the same time, promoting that best-selling product to all visitors could be a way to capture more conversions.


We use a Standard 4.25” x 6” postcard and a Jumbo 6″ x 9″ card – both mail First Class because it combines the fastest speed-to-mailbox with the most affordable postage rate.

We have design examples that utilize some of these best practices.

Download a layout and design guide.