Sending Direct Mail#

Pillar lets you send physical letters to property owners directly from the platform. The outreach wizard walks you through four steps: choosing recipients, selecting a design, previewing the letter, and sending.

Cost#

13 credits per recipient. If you cancel an order before it's printed, all credits are refunded.

Step 1: Choose recipients#

Open the Letters tab in the left rail and click Create an Order to launch the outreach wizard. You can also start from the Projects pipeline by selecting projects and clicking Send Mail.

Select the projects whose owners you want to mail. You can filter projects by status or label to narrow the list.

Behind the scenes, Pillar builds your recipient list by pulling the mailing address from each parcel. If multiple parcels share the same mailing address, only one letter is sent (to avoid duplicates). Parcels missing a complete address are automatically skipped.

Step 2: Choose a design#

You have two options:

• Customize Template — use Pillar's built-in personalized letter template. Fill in your name, job title, phone, email, company name, tagline, website, return address, and optionally upload a logo. A QR code linking to your website is generated automatically.
• Upload your own design — upload a PDF, HTML, or Word (.docx) file (max 25 MB). PDFs must be single-page, 8.5×11 inches.

Previously uploaded designs appear in a gallery for reuse.

Personalization variables#

HTML and Word designs can include merge variables using double curly braces. These are replaced with real data for each recipient:

Variable	Description
{{owner_name}}	Owner name
{{apn}}	Assessor's Parcel Number
{{acres}}	Property acreage
{{property_county}}	County
{{property_full_address}}	Full street address
{{property_street}}	Street only
{{property_city}}	City
{{property_state}}	State
{{property_zip}}	ZIP code

Variables are case-insensitive and detected automatically during upload.

Step 3: Preview#

Review a live preview of your letter rendered with real recipient data. You can zoom in/out and cycle through recipients to check how the variables are filled.

For HTML designs, you can edit the letter body directly in the preview using the built-in editor — changes to the salutation, content, and closing are saved back to the design.

Step 4: Send#

Review the final recipient count, credit cost, and your remaining balance. Optionally add a return address. Click Send to submit the order.

Letters are printed in full color, first class, with a double-window envelope.

After sending#

Your order appears in the Letters tab with status, recipient count, and date. Orders can be cancelled before the next business day — after that, letters are printed and cannot be stopped.

Cancelled orders receive a full credit refund (13 credits per recipient).