QR Codes in Direct Mail: How to Connect Print and Digital

By Lee Garvey

Imagine sending out a direct mail campaign that not only catches your audience’s eye but also instantly connects them to your digital world with just a smartphone scan. That’s the power of QR codes in direct mail. These small, square codes are revolutionizing how businesses bridge the gap between print and digital marketing, driving higher engagement and conversions.

In this article, we’ll explore how QR codes can improve your direct mail campaigns, their evolving usage, and creative applications that can skyrocket your response rates. Whether you’re a small business owner or a marketing professional, you’ll discover how this simple technology can make your direct mail campaigns more interactive, measurable, and effective.

From your desk — in minutes

Launch 500 postcards / flyers / letters in ~5 minutes. We print, address, and mail for you.

Upload your design and mailing list, pay, done.
No post office run. No subscriptions.
Next-business-day mailing for most products.

Create your free account No minimums. Use any email to get started.

Evolution of QR Code Usage in Direct Mail

QR codes have come a long way since their inception. Initially seen as a novelty, they’ve now become an integral part of many successful direct mail campaigns. The evolution of smartphone technology has played a crucial role in this transformation. With most modern smartphones able to scan QR codes directly through their native camera apps, the barrier to engagement has significantly lowered.

This ease of use has made QR codes an attractive option for marketers looking to seamlessly guide recipients from a physical mailer to a digital experience. Whether it’s visiting a website, accessing a special offer, or even making a purchase, QR codes have simplified the call-to-action process.

Benefits of Using QR Codes in Direct Mail

The integration of QR codes in direct mail campaigns offers numerous benefits:

1. Enhanced Response Rates: By providing a quick and easy way for recipients to act on your offer, QR codes can significantly boost response rates and reduce barriers to customer action.
2. Easier Customer Engagement: QR codes eliminate the need for manual typing of URLs or search terms, reducing friction in the customer journey.
3. Seamless Transition from Print to Digital: They create a bridge between your physical mailer and your digital assets, allowing for a more integrated marketing approach.
4. Measurability: QR codes enable precise tracking of engagement, providing valuable data on campaign performance.
5. Cost-Effectiveness: Implementing QR codes is relatively inexpensive, making them an attractive option for businesses of all sizes.

“People use them to uplift their response rate,” says Carly Brown, Click2Mail’s customer support manager. “If you say, ‘go to my website here to buy my widget,’ that’s a lot of work. But if you give them a QR code, they can just use their phone camera. It just makes it easier for customers to find your product and follow up on the call to action.”

Learn more: Insert variable QR codes onto your mailpiece using the Click2Mail Mailing Online document editor.

Creative Applications of QR Codes in Direct Mail

At Click2Mail, we’ve seen a few interesting ways our customers have used QR codes in their direct mail campaigns. Here’s a few ideas that might inspire you.

Personalized URLs (PURLs)

One of the most powerful applications of QR codes in direct mail is the use of Personalized URLs (PURLs). These unique web addresses are tailored to each recipient, leading them to a personalized landing page when scanned.

“It could say, ‘Carly, get a free car wash’ – you can personalize the landing page the recipient lands on,” Carly says. “People respond to their own name. If you can give them a personalized landing page, which is cheap and easy to do, you elevate your response rate.”

While the exact increase in response rate can vary, the personalization factor often leads to higher engagement and conversion rates. This is one of many advanced personalization techniques that can improve your campaigns.

Case Study: Veterinary Clinic Open House

QR codes can be particularly effective for local businesses looking to engage their community, as one local veterinary clinic did.

“We had a client use a QR code in an Every Door Direct Mail piece,” Carly says. “He had just opened a vet clinic and allowed people to enter their information to attend an open house. His groomers got a pretty big response. People want to meet the groomer before they hand the dog over to them.”

This case demonstrates how QR codes can be used to:

• Promote events
• Gather information from potential clients
• Build trust by offering a digital preview of services

Case Study: Lost Pet Campaign

QR codes can also be used for community-oriented campaigns. Carly recounted a unique application: “We saw a lady who used QR codes because her dog was lost, and she was asking people to report sightings. The QR code she used sent people to a Google Form. I thought it was a clever way to find her pet, and I hope it worked.”

This innovative use showcases how QR codes can:

• Facilitate community engagement
• Streamline information gathering in time-sensitive situations
• Integrate with other digital tools like Google Forms for easy data collection

Best Practices for Implementing QR Codes in Direct Mail

To maximize the effectiveness of QR codes in your direct mail campaigns, consider these best practices:

1. Ensure visibility: Place the QR code in a prominent, easily noticeable location on your mailer.
2. Make it large enough: The QR code should be sized so it can be easily scanned, typically at least 1 inch square.
3. Provide instructions: Include a brief explanation of how to use the QR code for less tech-savvy recipients.
4. Offer value: Ensure the destination provides something valuable to the recipient, such as exclusive content or a special offer. Creating offers that make people respond is crucial.
5. Test thoroughly: Scan the QR code from various devices to ensure it works correctly before sending your campaign.

Measuring Success

To gauge the effectiveness of your QR code direct mail campaigns, focus on these metrics:

1. Scan rate: The percentage of recipients who scanned the QR code.
2. Conversion rate: The percentage of scanners who completed the desired action (e.g., made a purchase, filled out a form).
3. Time on page: How long users spent on the landing page after scanning the code.
4. Bounce rate: The percentage of users who left the landing page without taking any action.

Compare these metrics with your traditional direct mail campaigns to understand the impact of QR codes on your overall performance. Direct mail analytics can help you turn this data into actionable insights.

Future Trends in QR Code Usage for Direct Mail

As QR codes continue to bridge the gap between print and digital marketing, their potential applications in direct mail are expanding rapidly. Let’s explore some exciting trends that are set to transform the landscape of QR code usage in direct mail campaigns.

Enhanced Personalization

The future of QR codes lies in hyper-personalization. Advanced data analytics and artificial intelligence will enable marketers to create QR codes that lead to uniquely tailored experiences for each recipient.

Imagine a QR code that not only recognizes the recipient but also considers their past interactions, preferences, and even real-time factors like weather or local events. This level of personalization could significantly boost engagement rates and create more meaningful connections with customers.

Integration with Augmented Reality (AR)

QR codes are poised to become gateways to immersive augmented reality experiences. By scanning a QR code on a direct mail piece, recipients could unlock 3D product demonstrations, virtual try-ons, or interactive brand stories that blend seamlessly with their physical environment.

This fusion of print and digital realities has the potential to transform ordinary mailers into extraordinary, memorable experiences that captivate audiences and drive action.

Voice-Activated Responses

As smart speakers and voice-activated devices become increasingly prevalent in homes and offices, QR codes could evolve to accommodate this trend. Future QR codes might link to voice-optimized content, allowing recipients to engage with your brand hands-free.

For instance, scanning a QR code could prompt a voice assistant to provide product information, schedule appointments, or even place orders, creating a frictionless user experience that aligns with the growing preference for voice-controlled interactions.

Improved Analytics and Insights

The next generation of QR codes will likely offer deeper, more nuanced analytics. Marketers can expect to gain insights not just into scan rates, but also into the entire customer journey post-scan.

This could include detailed information on how users interact with the linked content, their navigation patterns, time spent on various sections, and even emotional responses through advanced sentiment analysis. These insights will enable marketers to refine their strategies continuously, creating more effective and engaging direct mail campaigns.

Try Out a QR Code Direct Mail Campaign With Click2Mail

Are you ready to harness the power of QR codes in your direct mail campaigns? Click2Mail makes it easier than ever to create engaging, interactive mailings that bridge the gap between print and digital marketing. Let’s explore two powerful ways to implement QR codes in your campaigns using Click2Mail’s tools.

Built-in QR Code Generator in Mailing Online

Click2Mail’s Mailing Online application features a built-in QR code generator, allowing you to easily add personalized, trackable QR codes to your mailpieces without the need for external software or integrations.

Here’s how it works:

1. Upload your document and mailing list to your Click2Mail account.
2. Open the document in the Mailing Online editor.
3. Use the Text tool to create a text box where you want the QR code.
4. Select the mail merge field containing your URLs.
5. Apply the QR code format to the merged field.
6. Adjust the size and position of the QR code as needed.

This simple process allows you to create variable QR codes for each recipient, enabling the use of Personalized URLs (PURLs) and enhancing the personalization of your mailpieces.

Automating QR Code Campaigns with CRM Hub

For businesses looking to streamline their direct mail processes, Click2Mail’s CRM Hub offers an advanced solution for automating QR code campaigns. This powerful tool integrates seamlessly with your existing CRM, allowing you to leverage your customer data for highly targeted, personalized mailings.

Key benefits of using the CRM Hub include:

• Seamless integration with popular CRM platforms
• Automated workflow for day-to-day mailing tasks
• Cost-effective solution with no monthly fees
• Time-saving efficiency in campaign management

The CRM Hub is just one example of how you can automate the generation of personalized, trackable QR codes using Click2Mail’s robust tools. This is part of the growing trend of CRM and direct mail integration that’s making direct mail more efficient than ever.

Whether you choose to use the built-in QR code generator in Mailing Online or opt for the automated power of the CRM Hub, Click2Mail provides the flexibility and functionality you need to create engaging QR code direct mail campaigns. Start bridging the gap between your print and digital marketing efforts today with Click2Mail’s innovative solutions.