As technology gets smarter, so does direct mail marketing. QR codes are now standard practice in direct mail, but most campaigns don’t utilise them properly. Sticking a QR code in the corner of a piece of mail and hoping people scan it isn’t enough. Good campaigns are about taking customers on a journey, not dumping links and hoping for the best.
QR codes are the bridge between physical mail and the user's digital experience. Choosing the right URL is key; the final destination is more important than the code. It’s about being intentional with the direction you’re pointing them towards and creating a seamless experience for them.
In 2026, QR codes are an expected addition to modern life. In fact, QR code usage grew by +433% between 2020 and 2023, driven by the pandemic. To solve the pain point of typing long URLs on phones and as a post-pandemic approach to ordering things in person, QR codes have become mainstream.
As well as making tracking possible, they also create attribution data that has historically been the sophisticated tool that direct mail has lacked. QR codes are the modern tool that connects users and businesses.
Barkoder reports that in 2023, 80% of smartphone users reported scanning at least one QR code in the past year. It’s clear that, to elevate direct mail to higher standards of accessibility and reach, QR codes are here to stay.
Placement is very important; the QR code itself needs to be obvious and easy to scan. Including clear instructions alongside it, such as ‘Scan for 50% OFF’, will give users that incentive to scan.
The size of QR codes matters as well. Ensure you test the size and scanning ability of each code before you print. Also, check the contrast with any background, make sure it’s in plain sight and easy to see.
Another critical step is to include the URL as text, too, alongside it. Some people don’t have smartphones or trust scanning QR codes, so this method ensures you stay present in everyone’s mind.
Once you can rely on your QR code being scanned, it’s about where exactly you’re directing people. You can lead users to forms or event registration with auto-populated details, personalised video messages or exclusive content/offers. This is then pushing the customer to take action beyond the initial scanning, with the added bonus of following their journey and understanding their motivations.
Being intentional with the QR code URL is important. Make sure your chosen landing page is specific to your campaign. Then make sure it’s clear, formatted properly to mobile phones, has a clear CTA and simple navigation.
QR codes elevate direct mail to a marketing method that can be tracked and measured. Almost 80% of businesses have adopted dynamic QR codes, and it seems to be the smarter way to market your business.
Analytics of QR codes can include who scanned, where and what they did afterwards, their device type and geographic data. You can use UTM parameters in URLs, use webhooks for real-time notifications and direct to campaign-specific landing pages to gather specific data.
As mentioned previously, a common mistake companies make with QR code campaigns is not understanding how to connect with people who don’t trust QR codes or have smartphones. To combat this, include the URL separately (like in the image below). For example, if recipients working from a laptop prefer to visit a site via a browser or lack trust in QR codes, offering an alternative route to any offers can capture additional opportunities and even boost engagement.
It’s important to note, though, that QR codes are linked to a person and so have deeper tracking abilities, but by simply including a URL, it can’t be tracked unless it’s personalised to each user. So you have to decide what’s more important to you when gathering this information. Including both could mean accessing more people, but you’ll get more in-depth tracking from a QR code.
It’s also important to test your QR codes on multiple devices to ensure your links are compatible with mobile devices. Always ensure your final landing page is specific to your campaign and not just a general homepage. Put forward a clear value proposition, ensure you’re hooking your audience and that they understand exactly what will happen if they scan. Include clear instructions and ensure the QR code is clear, sensibly sized and scans well.
Test your links before printing. A common mistake is leading people to an expired page or an error code; this instantly loses the trust of the user and wastes the scan.
Don’t waste the QR code's potential. Use unique codes, UTM parameters and analytics to ensure you know exactly the journey the customer went on after scanning.
A final important mistake many people make is not including any kind of follow-up. This scanning needs to lead to something; you can trigger an automated email or prompt for users’ information.
At Stannp.com, we make QR codes simple. You can generate QR codes in our platform designer. They can be added to any mail piece design, and you decide their size, placement and any text surrounding them.
Then afterwards, you can track the number of scanned engagements, and then specifically which recipients scan it. In the campaign insights page, you can see details about specific campaigns and switch between seeing the tracking information and the performance breakdown.
QR codes are an impactful and effective marketing tool in the modern world. It’s reported that 79% of consumers are always more likely to follow through with a purchase if they can scan a barcode or QR code. As consumers come to expect QR codes more, marketers should be smarter about their place in campaigns.
It’s important to create specific, valuable landing experiences once a user has scanned. Start simple, test what works, keep tracking the data you can collect and scale up. QR codes could be the missing piece your direct mail campaigns need, and they may even boost your engagement. If you’re smart, your direct mail can do more.