Direct Mail
Economies Of Scale Reducing Costs
We have spoken in a previous article about the advertising mail discount available from the Royal Mail for Direct Mail campaigns and the article can...
When launching a direct mail campaign, one of the most common questions we hear is: "What engagement rate should I expect?" It's a crucial question, because without proper benchmarks, you can't tell whether your 2% scan rate represents success or needs improvement.
To answer this question, we analysed 5 million mail pieces from 1,400 direct mail campaigns across 16 different industries in 2025, removing statistical outliers to provide the most accurate picture of current industry performance.
The reality: most campaigns fall between 0.4% and 3.6%
Our analysis reveals that the typical direct mail campaign with QR code tracking achieves an engagement rate between 0.43% and 3.55%, with a median of 1.63%.
What this means for your campaigns:
Performance tiers (all industries combined)
Exceptional performance (top 10%): 5.29% and above
Above average (top 25%): 3.55% and above
Average performance (middle 50%): 0.43%–3.55%
Below average (bottom 25%): 0.43% and below
Needs immediate attention (bottom 10%): 0.17% and below
Understanding the distribution
Looking at the distribution curve (image above), you'll notice the data is right-skewed. Whilst the average engagement rate is 2.22%, the median sits lower at 1.63%. This gap exists because a small number of exceptionally well-performing campaigns, which achieve 5%, 6%, or even 8%+ engagement rates, pull the average upward.
This is encouraging news. It shows that exceptional performance is achievable when you understand what separates the top performers from average campaigns.
Industry benchmarks: Context matters
Before comparing your campaign to others, understand that engagement rates vary significantly by industry. For sector-specific industry benchmarks, see images below.
Finance industry
Property industry
Health industry
Legal industry
Software industry
Several factors drive these differences:
Novelty factor: Industries that receive less direct mail typically see higher engagement rates.
Offer relevance: Some sectors naturally have more compelling, time-sensitive offers.
Audience demographics: Certain demographics are more comfortable with QR code technology.
Customer journey fit: QR codes work better when they align naturally with the decision-making process.
How small changes create dramatic results
Understanding industry benchmarks provides important context, but the real opportunity lies in optimisation. Strategic testing can produce substantial improvements, and in some cases, multiplying engagement rates by 10 times or more.
Case study: The impact of call-to-action wording
Equinox, a luxury fitness brand, ran a reactivation campaign targeting lapsed customers. They tested four different call-to-action (CTA) phrases next to QR codes on otherwise identical 7x10 self-mailers. Each variation was sent to approximately 27,200 recipients.
Results:
| CTA | Items mailed | QR scans | Engagement rate |
|---|---|---|---|
| "Scan to rejoin" | 27,200 | 182 | 0.67% |
| "Scan to join" | 27,200 | 176 | 0.64% |
| "Scan to refer a friend..." | 27,200 | 157 | 0.58% |
| "Scan to unlock your exclusive offer" | 27,200 | 2,004 | 7.34% |
The winning CTA achieved a tenfold improvement over the weakest performer. It was the same mail piece, same design, same audience. The only difference was six words.
Stannp.com case study: Equinox: 4500% ROI by reactivating lapsed customers
Why "Scan to unlock your exclusive offer" worked
This CTA succeeded for several psychological reasons:
-
Creates curiosity: "unlock" suggests something valuable is hidden behind the QR code.
-
Implies exclusivity: "your exclusive offer" makes recipients feel specially selected.
-
Promises value: The word "offer" sets a clear expectation of benefit.
- Balances specificity with intrigue: Specific enough to be compelling, vague enough to spark curiosity.
Compare this to "Scan to rejoin", which is purely transactional, assumes the customer has already decided, and provides no incentive to engage.
Seven proven strategies to increase engagement
Based on our analysis of top-performing campaigns, including results like Equinox's, here are actionable strategies to improve your direct mail engagement.
1. Test your CTA rigorously
As the Equinox case study shows, your CTA can be the difference between mediocre and exceptional performance. Test variations that:
- Create curiosity: "unlock", "discover", "reveal"
- Offer exclusivity: "your", "exclusive", "limited"
- Promise specific value: "save £50", "get 20% off"
- Use action-oriented verbs: "claim", "access", "get"
Testing framework
- Start with A/B tests using 20–25% of your list.
- Keep everything identical except the CTA.
- Wait for statistical significance before rolling out the winner (typically requiring at least 1,000 pieces per variation).
- Document successful CTAs for future campaigns and continue iterative testing.
2. Design for the scan moment
QR code placement and design significantly impact scan rates:
Size: Make QR codes at least 1.5″ × 1.5″ (4cm × 4cm). Smaller codes are difficult to scan reliably.
Contrast: Use black on white or dark on light backgrounds. Avoid printing on busy backgrounds or coloured paper.
Clear space: Leave at least 0.25″ (0.6cm) of white space around the code to ensure scanner recognition.
Strategic placement: Position codes where eyes naturally land - typically the upper right or centre of the page, not buried in corners.
Visual hierarchy: Use design elements like arrows, contrast boxes, or colour to draw attention to the QR code.
3. Create genuine urgency
Top-performing campaigns often include time-sensitive elements:
- "Offer expires [specific date]"
- "Scan within 7 days"
- "Limited to first 100 customers"
- "Whilst supplies last"
However, false urgency damages trust and brand reputation. Only use urgency when it genuinely reflects your offer limitations.
4. Personalise beyond the basics
Campaigns in our top 25% often included personalisation beyond the recipient's name:
- Reference past purchases or interactions.
- Acknowledge customer status (VIP, long-time customer, anniversary).
- Customise offers based on behaviour or preferences.
- Use variable QR codes linking to personalised landing pages.
Personalisation signals relevance and increases the likelihood of engagement.
5. Optimise your landing page
Getting the scan is only half the challenge. Your landing page must:
Load quickly: Most scans happen on mobile devices. Pages should load in under 3 seconds.
Match the promise: The landing page should deliver exactly what the mail piece promised.
Have a single, clear CTA: Don't dilute focus with multiple competing options.
Work without login: Requiring account creation before delivering value can reduce conversion.
Be mobile-optimised: Responsive design is essential, not optional.
6. Consider timing strategically
Our analysis shows engagement rate variations by season and timing:
- Schedule delivery around payday when recipients have purchasing power.
- Avoid major holidays when mail volume peaks and attention is divided.
- Align with your industry's natural cycles (e.g. tax services in January–April, fitness in January and September).
- Test different days of the week for delivery. Tuesday through Thursday often perform well.
7. Integrate with other channels
Top-performing campaigns rarely exist in isolation. Consider a multi-touch approach:
- Send email teasers 2–3 days before mail arrives.
- Follow up with reminder emails to non-scanners after 5–7 days.
- Retarget scanners with digital ads.
- Use SMS for time-sensitive follow-ups (with permission).
- Create campaign-specific social media content.
Multi-channel integration reinforces your message and provides multiple opportunities for engagement.
Measuring and improving over time
Successful direct mail campaigns improve through continuous learning:
Establish baseline metrics: Track not only scan rates, but also landing page conversions, cost per acquisition, and overall ROI.
Test one variable at a time: Isolate changes so you can identify what drives improvement.
Document your findings: Maintain a testing log noting what worked, what didn't, and why.
Scale winners carefully: What works for 1,000 pieces may not work identically at 50,000. Monitor performance as you scale.
Review quarterly: Engagement rates can shift with seasons, market conditions, and audience fatigue. Regular review keeps campaigns fresh.
The bottom line
Understanding typical engagement rates is essential for planning, budgeting, and evaluating success. The median campaign achieves 1.63% engagement, but optimisation can dramatically improve results.
The difference between 0.67% and 7.34% engagement, as Equinox discovered, isn't luck or budget. It's strategic thinking about every campaign element, particularly seemingly small details like CTA wording.
Key takeaways
- Compare your performance against relevant industry benchmarks, not all industries combined
- Test rigorously, especially CTAs, which can produce outsized improvements
- Design intentionally around the QR scanning experience
- Optimise your entire funnel, from mail piece through landing page to conversion
- Document learnings from each campaign to compound improvements over time
The campaigns achieving 5.29%+ engagement (top 10%) aren't getting there by accident. They're testing, learning, and executing on proven principles. With well thought out optimisation, your campaigns can join them.
