The Importance of QR Codes in Direct Mail Campaigns

The Importance of QR Codes in Direct Mail Campaigns

In the last decade, we’ve all become familiar with QR codes. These little boxes of random blotches have transformed how we connect to informational resources. With our phones, we can be transported to “learn more”, “subscribe now’, and “get it while it lasts” in a matter of seconds.

They can be found everywhere. QR codes are on billboards, TV ads, magazines, transit posters, emails, social media posts, direct mail … literally, everywhere. They’ve become an important resource for advertisers, and most definitely an important element for direct mail campaigns. 

They have played a huge role in bridging the gap between physical mail and digital engagement. When QR codes are placed on mail pieces along with contact information, it makes it easy for recipients to engage with the message, leading to higher conversion rates, and inevitably, higher ROI. Personalized QR codes, add an extra layer of customization and insight to direct mail campaigns, making them very attractive for marketers measuring performance, and very attractive to engagers being led to unique URLs with personalized offers, products, and information.

With over 90% of adults owning smartphones in the U.S., QR codes capitalize on mobile-first behavior, making it easy for users to engage with content instantly, leading to higher levels of consumer satisfaction and conversion.

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QR Code History

Before we dig into why QR codes are important for direct mail, let’s review how they even became part of our marketing arsenal.

Quick Response Codes, or as we know of them, QR codes, were created in 1994 by Masahiro Hara and his team at Denso Wave, a subsidiary of Toyota, to streamline inventory management in the automotive industry. The code’s design, with its unique square patterns, allows for faster scanning and greater data capacity than traditional barcodes, which was crucial for tracking car parts in production. Although initially used in manufacturing, QR codes became widely adopted with the rise of smartphones, as their cameras could easily scan and interpret the codes. By the 2010s, QR codes gained popularity in consumer marketing, allowing businesses to connect physical and digital spaces, particularly for promotions, menus, and product information. Their usage surged even further during the COVID-19 pandemic for contactless interactions in various industries from restaurants to healthcare.

Why QR Codes Are Important For Direct Mail Campaigns

QR codes simplify and enhance customer interaction by allowing recipients to scan and access exclusive offers, detailed product information, or videos with ease.

A study by the USPS found that 44% of direct mail recipients engage with a QR code, illustrating its significant impact on driving online engagement. The versatility of QR codes—whether to direct recipients to a landing page of more information or an offer, social media, or a video—boosts interactivity, keeping engaging audiences interested in brand content.

QR codes don’t always need to drive conversions. They can. They do. But engagement is always the objective because once someone engages with your brand and your content, you can retarget them, keeping the interest alive and slowly nurturing them towards a final conversion(s). 

Campaigns using QR codes have seen conversion rates increase by up to 26% compared to those without QR integration​

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Personalized vs. Standard QR Codes

Standard QR codes lead all recipients to the same link, ideal for general information like event details, menus, or product pages. However, personalized QR codes take direct mail a step further by tailoring the customer journey.

By directing individuals to customized URLs, marketers can address specific customer needs or behaviors, increasing relevancy and personalization. For example, a personalized QR code could lead a customer to a unique landing page with products curated just for them based on past purchases. This customization can increase customer retention and loyalty, as well as help in gathering valuable data to improve targeting in future campaigns.

Custom QR Codes

Another option for QR codes are custom QR codes. These are transforming the way businesses engage with their audiences by combining functionality with branding. Think QR codes but with extra flare.

Unlike generic QR codes, custom QR codes incorporate unique colors, logos, and shapes, making them visually appealing and recognizable as part of a brand’s identity. This personalization helps build trust and increases scan rates, with studies showing that custom QR codes can achieve up to 80% more scans than standard codes​.

The Measurable Impact of QR Codes

QR codes provide concrete data that help marketers track engagement, identify peak response times, and monitor conversion rates. For instance, studies show that direct mail campaigns using QR codes see engagement rates of up to 62%, while also driving higher online engagement and conversion rates.

A 2023 report showed that 44% of direct mail recipients engage with QR codes, using them to access special offers, product details, or online stores; indicating a strong consumer preference for this bridge between offline and online content​.

QR Code Statistics

QR code scan metrics give marketers a comprehensive view of which messages resonate with which audience segments, making it easier to refine and optimize future campaigns for even better results.

Other Applications for QR Codes

QR codes aren’t just for direct mail. As mentioned, we find these codes everywhere throughout our day. They are on billboards, transit advertising, websites, TV ads, posters, menus, outdoor signage … the possibilities are endless. Some brands are even designing custom QR code stickers that are both adored by sticker fans and beloved by marketers for spreading brand and message awareness.

Final QR Code Thoughts

If your marketing team hasn’t utilized QR codes yet, we’ll leave you with this one final statistic for reflection.

QR code generation has surged by 238% from 2021 to 2024, driven by the need for contactless solutions and increasing consumer familiarity with QR technology​.

–QR Code Kit