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.
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:
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
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.
Before comparing your campaign to others, understand that engagement rates vary significantly by industry. For sector-specific industry benchmarks, see images below.
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.
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.
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.
| 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
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.
Compare this to "Scan to rejoin", which is purely transactional, assumes the customer has already decided, and provides no incentive to engage.
Based on our analysis of top-performing campaigns, including results like Equinox's, here are actionable strategies to improve your direct mail engagement.
As the Equinox case study shows, your CTA can be the difference between mediocre and exceptional performance. Test variations that:
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.
Top-performing campaigns often include time-sensitive elements:
However, false urgency damages trust and brand reputation. Only use urgency when it genuinely reflects your offer limitations.
Campaigns in our top 25% often included personalisation beyond the recipient's name:
Personalisation signals relevance and increases the likelihood of engagement.
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.
Our analysis shows engagement rate variations by season and timing:
Top-performing campaigns rarely exist in isolation. Consider a multi-touch approach:
Multi-channel integration reinforces your message and provides multiple opportunities for engagement.
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.
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.
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.