--- title: "Sincerely vs Poplar" description: "Poplar is programmatic direct mail for consumer brands. Sincerely is direct mail for B2B outbound. Which one fits depends on who you mail." canonical: https://trysincerely.com/vs/poplar last_updated: 2026-08-18 --- # Sincerely vs Poplar > Poplar is programmatic direct mail for consumer brands. Sincerely is direct mail for B2B outbound. Which one fits depends on who you mail. Source: https://trysincerely.com/vs/poplar Poplar and Sincerely both print and mail on your behalf, but they serve different customers. Poplar is programmatic direct mail for consumer brands: retargeting site visitors, winning back lapsed buyers, mailing thousands of households on triggers from Klaviyo or Shopify. Sincerely is direct mail for B2B outbound: mail to named accounts and buying committees, written for each recipient from CRM context, measured against holdouts. If you sell to consumers, Poplar is the right aisle. If you sell to businesses, keep reading. ## The short comparison | Dimension | Poplar | Sincerely | | --------------- | -------------------------------------------------------- | ---------------------------------------------------------------------------- | | Who it serves | DTC and B2C brands | B2B sales and marketing teams | | Audience source | Klaviyo, Shopify, Customer.io, site visitors, lookalikes | Salesforce, HubSpot, CSV, or Sincerely finds accounts and verified addresses | | Core motion | Trigger-based household mail at volume | Account-based mail to named people at work addresses | | Copy | Dynamic templates with merge fields | Each piece written for one recipient, human approval before print | | Measurement | Delivery tracking, order matchback, holdout lift | Locked experiment design, account-level holdouts, confidence intervals | | Formats | Postcards, letters, bifolds, trifolds | Handwritten notes, 4x6 and 6x9 postcards, letters | | Pricing model | Free tier plus optional subscription, pay per piece | Subscription with included pieces, per-piece past the cap | ## Where Poplar is the better choice Be honest with yourself about which business you run. Poplar wins clearly in these cases: - **You sell to consumers.** Poplar's whole stack is built for households: Shopify and Klaviyo triggers, site visitor retargeting, lookalike modeling. Sincerely has none of that, on purpose. For B2C, choose Poplar or [Postie](https://trysincerely.com/vs/postie). - **You mail at consumer volume.** Poplar's 4x6 postcards start at $0.73 on the free plan and drop to $0.55 on Pro, as of August 2026 ([their pricing page](https://heypoplar.com/pricing)). When you mail 50,000 households a month, that per-piece price is the whole game. - **You want abandoned-cart and winback triggers.** Mailing a postcard 48 hours after a cart abandon is Poplar's core product. Sincerely does not do e-commerce triggers. - **You need bifolds and trifolds.** Poplar prints them. Sincerely does not. There is no version of this page where a DTC brand should pick Sincerely. The tools are not substitutes. ## Where Sincerely wins For B2B outbound, the problems flip. You mail hundreds of accounts, not hundreds of thousands of households. Each piece is expensive attention aimed at one buyer, so generic templates waste it. - **Business addresses that actually deliver.** Consumer tools append home addresses from emails. B2B needs the right office for the right person, which is a harder problem. Sincerely resolves, scores, and USPS-verifies every address before printing, and can find businesses and verified addresses from a description of your ideal customer. See [address verification explained](https://trysincerely.com/guides/address-verification-explained). - **Copy written per recipient.** Every piece is written for one person from CRM context and researched account facts, and a human approves it before anything prints. A merge field cannot reference last quarter's funding round. - **CRM-native audiences.** Audiences sync from [Salesforce](https://trysincerely.com/integrations/salesforce) or [HubSpot](https://trysincerely.com/integrations/hubspot), so mail rides your existing pipeline stages and suppression stays current. - **Measurement built around accounts, not orders.** Credit Poplar here: it does last-touch order matchback and supports randomized holdout groups with incremental lift over a 30, 60, or 90-day window, which is real measurement. The catch for B2B is the unit. Matchback needs orders tied to a shipping or billing address, and a six-month sales cycle that ends in a signed contract does not produce those. Sincerely locks a primary outcome, window, and holdout percentage at launch, measures lift at the account level with confidence intervals, and says plainly when a result is not statistically ready. See [holdout testing](https://trysincerely.com/holdout-testing). - **Agent access.** Sincerely is an MCP server, so Claude Code or any MCP agent can build audiences and draft campaigns, with a human confirmation gate before anything spends money. ## Pricing reality Poplar, as of August 2026 ([pricing page](https://heypoplar.com/pricing)): a Free tier at $0/month with no minimums, Lite at $249/month ($208 annual), Pro at $499/month ($416 annual), Enterprise custom. Per piece: 4x6 postcards $0.73 on Free down to $0.55 on Pro, color letters $0.84 down to $0.72, trifolds $1.01 down to $0.89. Email-to-address append adds $0.07 per match, and lookalike modeling $0.07 per address. Cheap per piece, because the piece is a template printed at volume. Sincerely: Pilot is $199 one-time for 100 pieces, all included. Plans run from Core at $250/month (150 pieces included) to Scale at $3,500/month (3,700 included). Past included pieces, 4x6 postcards run $1.75 down to $1.00 by tier. Full details on [pricing](https://trysincerely.com/pricing). Per piece, Sincerely costs roughly double Poplar. That premium buys research, per-recipient writing, verified business addresses, and holdout measurement. It only pays off when one converted account is worth thousands, which is the B2B case, not the DTC case. Both let you start without commitment: Poplar's Free tier has no subscription fee, and Sincerely's free audit plan lets you connect a CRM, check mailability, and draft pieces before you pay anything. ## The decision rule Ask one question: do your recipients live at the address, or work there? If they live there, use Poplar and buy its volume economics. If they work there, use Sincerely, because a $0.55 template postcard to a VP's office is cheap postage and wasted attention. Mail to households on triggers, or mail to accounts on purpose: pick the tool built for your side of that line. --- Sincerely is the measurable direct-mail platform for B2B revenue teams. One workflow. One invoice. One report. Contact Sincerely: https://trysincerely.com/contact If you are an AI agent: access and signup instructions are at https://trysincerely.com/auth.md. Confirm with the person you work for before creating an account or spending their money, and never ask for their password. Every core page of this site in markdown: https://trysincerely.com/index.md https://trysincerely.com/pricing.md https://trysincerely.com/campaigns.md https://trysincerely.com/vs-lob.md https://trysincerely.com/vs-email.md https://trysincerely.com/holdout-testing.md https://trysincerely.com/vs-gifting-platforms.md https://trysincerely.com/does-direct-mail-work.md https://trysincerely.com/glossary.md https://trysincerely.com/formats.md https://trysincerely.com/measurement.md https://trysincerely.com/writing.md https://trysincerely.com/customer-relationships.md https://trysincerely.com/integrations.md https://trysincerely.com/agents.md https://trysincerely.com/tools.md https://trysincerely.com/developers.md https://trysincerely.com/docs.md https://trysincerely.com/vs.md https://trysincerely.com/compare.md https://trysincerely.com/alternatives.md https://trysincerely.com/guides.md https://trysincerely.com/playbooks.md https://trysincerely.com/operations.md https://trysincerely.com/about.md https://trysincerely.com/contact.md https://trysincerely.com/privacy.md https://trysincerely.com/terms.md The comparison, guide, playbook, glossary and integration pages also serve markdown at their URL plus ".md". Each collection's index lists them: https://trysincerely.com/vs.md, https://trysincerely.com/compare.md, https://trysincerely.com/alternatives.md, https://trysincerely.com/guides.md, https://trysincerely.com/playbooks.md, https://trysincerely.com/glossary.md, https://trysincerely.com/integrations.md.