QR codes have become a simple but powerful bridge between print and digital. When used properly in direct mail, they make it easier for recipients to respond, help you track engagement and improve overall campaign performance. Below are practical tips to help you get the most from QR codes in your next mailing.
1. Give the QR code a clear purpose
A QR code should always lead somewhere useful. Common destinations include a landing page, booking form, personalised URL (PURL), video, survey or digital brochure. Decide the primary goal of your campaign first — booking an appointment, requesting a quote, redeeming an offer — and build the QR destination around that single action.
2. Always explain what happens next
Never assume people know why they should scan. A short line of copy next to the code such as “Scan to book your place”, “Scan for your personalised offer” or “Scan to view the full catalogue” can significantly increase response rates. Clear instructions remove hesitation and encourage action.
3. Make it easy to scan
Size and placement matter. QR codes should be large enough to scan comfortably from arm’s length and positioned where the eye naturally falls — near the headline, call to action or response details. Avoid placing them across folds, near edges or on heavily textured backgrounds that could interfere with scanning.
4. Link to mobile-friendly content
Most QR scans happen on smartphones, so the landing page must load quickly and be optimised for mobile. Keep forms short, buttons large and content focused. If a recipient has to pinch, zoom or scroll excessively, you risk losing them before they convert.
5. Personalise where possible
QR codes can be linked to personalised landing pages using variable data. This allows you to tailor the message based on the recipient — showing relevant products, services or content — while also tracking individual engagement. Personalisation often leads to higher response and better-quality leads.
6. Use QR codes to track results
One of the biggest advantages of QR codes is measurability. You can track scans by campaign, segment, location or even individual recipient. This data helps you understand what’s working, refine future mailings and calculate ROI with greater accuracy than print alone.
7. Combine QR codes with other response channels
QR codes should complement, not replace, traditional response options. Include a web address, phone number or reply mechanism alongside the code so recipients can choose how they respond. Different audiences prefer different channels, and choice improves overall results.
8. Test before you print
Always test QR codes across multiple devices before going to print. Check that the destination loads correctly, forms submit properly and tracking works as expected. A small error can render thousands of printed items ineffective.
9. Keep the design on-brand
QR codes don’t have to look generic. They can be subtly branded with your colours or logo while remaining fully scannable. A well-integrated design builds trust and makes the code feel like a natural part of the mailing rather than an afterthought.
10. Use QR codes to extend the life of your mail
A QR code can turn a one-off mailing into an ongoing conversation — linking to updated content, seasonal offers or follow-up resources long after the mail lands.
How Herald Chase can help
When planned properly, QR codes make direct mail more interactive, measurable and responsive. If you’d like help integrating QR codes into your next campaign — from data personalisation to tracking and fulfilment — the team at www.heraldchase.com would be happy to help.
