QR codes on direct mail
Direct mail's classic weakness is attribution: you know how many pieces you sent, not how many people acted. A dynamic QR code on each version of the mailing gives you scan counts per version, region or segment, without the reader typing a promo URL.
Mail also sits on kitchen counters for days before someone acts, so the offer behind the code needs to be editable: extend a deadline or fix a typo without a second mailing.
What to link from QR codes on direct mail
Offers and promotions
A postcard with an offer that opens a coupon page with the code and terms.
Fundraising appeals
A code on the appeal letter that opens the donation page for this campaign.
Sign-ups and quotes
Insurance, solar, broadband: a code that opens the quote form, measured per mailing version.
A/B testing creative
Two designs, two codes. Compare scans to see which design drives response.
Which QR code to use
Static codes are free and need no account, but can't be changed after printing. Dynamic codes and hosted pages can be edited at any time, count every scan, and keep working on every plan, even if you cancel.
Dynamic code per version or segment
Separate codes for each design, region or audience, with UTM parameters added at redirect on Pro so your web analytics see the source.
Create a dynamic codeCoupon page
An offer with a code or barcode, validity dates, terms and a copy button.
The offer, code, expiry date and terms, editable after the mail drops.
Build it in the dashboardFeedback and forms page
Star ratings, NPS and questions, with responses collected in your dashboard.
A quote or call-back request form with your own questions.
Build it in the dashboardHow big to print it
| Where people scan | Distance | Minimum code width |
|---|---|---|
| Postcard in the hand | 30 cm (12 in) | 3.5 cm (1.4 in) |
| Letter on the counter | 50 cm (20 in) | 5.8 cm (2.3 in) |
For a dynamic short link such as https://qrdx.dev/q/aB3dE5f at error correction Q, without the blank margin. Static Wi-Fi, vCard or long URL codes hold more data and need to be larger. Check yours with the print size calculator and the scan checker.
Placement tips
- Keep the code clear of the address area and postal barcodes, which sorting machines read.
- Postcards get scuffed in transit. Use a slightly larger code and error correction Q or H.
- Put the code next to the offer and the deadline, with the URL printed as text for people who'd rather type.
- Test the code on the printed mail piece, not just the PDF proof.
Call-to-action copy
A code with a reason to scan beside it gets more scans than a bare code. Lines to print next to yours:
- Scan to claim your welcome offer
- Get your quote in 2 minutes
- Scan to give to this appeal
- Book your free survey
QR codes on direct mail: FAQ
How do I measure direct mail response with QR codes?
Give each version of the mailing its own dynamic code, and compare scans in the dashboard. Add UTM parameters to see the same campaigns in your web analytics.
Can I personalise QR codes for each recipient?
Yes, by generating a unique code per recipient through the API or the bulk generator, typically with an ID in the URL. Mind privacy rules: don't encode personal data in the URL itself.
Will the code still work if the offer ends?
Yes. Point the code at a 'this offer has ended' page or your current offer. On Pro, set an expiry date with a fallback URL so it switches automatically.