How to Use Dynamic Store Addresses

What it is and when to use it

A store address is a dynamic location placeholder that inserts the nearest physical store location for each recipient. 

Use it when you want to:

• Direct customers to their closest store location for immediate action
• Set a maximum distance radius so customers beyond a certain range don't see irrelevant store information
• Ensure addresses are formatted consistently (state abbreviation, capitalization)
• Provide alternative messaging for recipients outside the max distance radius

Placeholder syntax

Use the following placeholder in your creative:

<store_address>

Additionally, you can use granular placeholders for specific address components:

<store_address_line_1>      (e.g., 123 Main St)
<store_address_line_2>      (e.g., Suite 100)
<store_city>                 (e.g., Portland)
<store_state>                (formatted by State Format setting)
<store_zip>                  (e.g., 97201)

How to set it up in the creative template

1. Insert the <store_address> placeholder (or granular components) where you want the store location to appear
2. Allocate space for multi-line addresses (minimum 2–3 lines recommended):
   • Line 1: Street address (up to ~40 characters depending on font size)
   • Line 2: City, State ZIP (up to ~50 characters)
   • Add a line break or visual spacer between address lines
3. Plan for an alternative panel or messaging for recipients outside your max distance (see Configuration section)

Design guidance

Space and sizing:

• Allocate minimum 2.5–3.5 inches of vertical space for a full address
• Horizontal space: Approximately 2.5–3 inches depending on font size
• Use a smaller font for addresses (9pt–10pt) to fit all information clearly

Background and contrast:

• Place addresses in a distinct callout box (light background with border) to separate them visually from body copy
• Ensure adequate contrast for readability (WCAG AA ratio of 4.5:1)
• Use a subtle background color (light gray, light blue) to set the address apart without overwhelming the design

Typography:

• Font size: 10-12pt for addresses
• Font weight: Regular (400); avoid bold except for the store name or location label above the address
• Font choice: Sans-serif for modern clarity; monospace can work for structured address format
• Line spacing: 1.2–1.4 for multi-line addresses to maintain readability

Platform configuration

When uploading a PDF with a dynamic store location to the platform, you will see the following formatting fields: 

• Max Distance
• Casing Rule
• State Format

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.

Field: Max Distance

Sets the maximum radius (in miles) within which a store location can be selected for a recipient.

• What it does: Defines a geographic boundary. If a recipient is farther than this distance from any store, they will not receive a store address on their mailer
• Examples:
  • 10 miles: Recipients within 10 miles of a store see the nearest location; recipients farther than 10 miles see an alternative panel
  • 25 miles: Larger radius, suitable for regional chains
  • 50 miles: Very broad reach; fewer recipients will fall outside the radius
• What to expect: Recipients outside the max distance will trigger your "alternative panel" design (you set this up separately in the template)

Important: Ensure you have an alternative panel or copy in your design for recipients who fall outside the max distance radius (e.g., a "Find a store near you" URL or an alternative offer).

Field: Casing Rule (Store Address Casing)

Controls the capitalization of all store address components.

What to expect: The selected casing rule is applied to the street address, city, and all address components on this creative.

Field: State Format

Controls how the state is displayed in addresses.

What to expect: Applied consistently to all dynamic store addresses for this creative.

Proofing behavior

• Digital proofs: Display the nearest store to your configured test address (or a default store location), formatted according to casing and state format settings
• Physical proofs: Print the store address so you can verify alignment, readability, and how the address integrates with the overall design
• Live mail: Uses real store location data for each recipient, selecting the nearest store within the max distance radius; recipients outside the radius receive the alternative panel

Common errors and fixes