PDF Creative Specs + Best Practices Guide

Your marketing mail is a tangible extension of your brand that consumers welcome into their homes. PebblePost is rolling out print-ready PDFs to enhance creative workflows for programmatic direct mail. With PDFs, marketers can move faster from creative setup to execution with a more streamlined documentation and delivery process.

Important note: for details on how to include Dynamic Elements in your PDFs, please reference the articles below.

Getting Started with PDFs

Please see below for template specs and presets:

• PDF Specs
• PDF Templates for InDesign
• When using InDesign, you must use the PebblePost PDF Preset
  • PDF Preset import instructions
  • PDF Preset

Best Practices for High-Quality PDFs

PebblePost supports PDF assets for all creative formats, including postcards, 4-panel brochures, and 6-panel brochures.

1. Design & Setup Your Image(s)

• Complete all image editing in Adobe Photoshop before placing assets into InDesign
  • This includes gradients, transparency, shadows, overlays, etc.
• Use CMYK color mode for all files and images
• Ensure all images, text, and design elements are set to 300 DPI
• Remove all crop marks before export
• Link all images before creating your PDF
• Embed all fonts/text

2. Export all PDFs as flattened PDFs

• Use PDF/X-4 export settings
  • This helps prevent transparency and printing issues
  • Recommended for Indigo and offset printing workflows
• Under: File → Adobe PDF Presets → Define
• Create a new preset (or duplicate PDF/X-4)
• Under Advanced → Transparency Flattener Preset
• Select High Resolution

File Requirements:

• Maximum file size: 12MB
• Include all required bleed specifications
• Remove live transparency effects before export

Multi-Page PDFs

• Create one PDF file per creative
• Each panel/spread should be its own page within the PDF

Sizing & Orientation

• All pages in the PDF must:
  • Be the same size
  • Use the same orientation
  • Example: All 4x6 postcard pages should export as landscape

3. Check Page Order Requirements

Postcards

• Page 1 = Front panel
• Page 2 = Mailing panel

Brochures

• The first page should contain:
  • The front panel
  • The mailing panel spread

4. Final Checks Before Upload

• CMYK color mode used
• 300 DPI resolution confirmed
• Fonts embedded
• Images linked
• Crop marks removed
• PDF flattened
• Bleeds included
• File under 12MB
• Correct page order confirmed
• All pages same size/orientation

How to Upload PDFs to the PebblePost Platform

1. Create print-ready PDFs using the creative templates and following the PDF best practices. 
2. Upload your PDF to the Creative Manager Tool in the platform

3. The Creative Elements panel appears automatically when the platform detects supported dynamic placeholders in your PDF (offer codes, expiration dates, first name, store address, and barcode). You will only see formatting fields that apply to the placeholders present in your PDF. 
   1. Formatting fields are editable while the creative is in draft (before submitting for proofing). After creatives are sent for proofing, formatting fields are locked. Any changes to formatting require a new upload.

4. Submit your creative for review. PebblePost reviews your PDF creative and generates a digital proof within 24-48 hours. *Note: it can take up to 72 hours for a proof if a custom store address is included.
5. You will receive an automated email when digital proofs are ready for review in the PebblePost Platform. You can approve the proof directly on the platform to start deploying the following day.

Dynamic Elements Overview

PebblePost's dynamic creative elements enable your team to deliver targeted, relevant messaging in critical decision-making moments.

Error Messages When Uploading PDFs

If you are receiving an error message, please reach out to the Brand Partnerships Team at PebblePost for support. Once any issues have been resolved, PebblePost reviews your PDF creative and generates a digital proof within 24-48 hours.