Turn a printed mailer into a mobile action

Direct mail can use QR codes to connect recipients to:

  • offers
  • landing pages
  • appointment booking
  • event registration
  • donation pages
  • surveys
  • product information
  • digital catalogs
  • videos

Match the QR to the mailer CTA

If the postcard says “Save 20%,” the QR should open the offer.

If the letter asks for a donation, the QR should open the donation page.

Avoid sending recipients to a generic homepage when a more specific destination exists.

Dynamic QR codes help campaigns change

Use a dynamic QR code when the campaign page or offer might change after some pieces have already been mailed.

This can reduce the risk of printed materials pointing to an outdated destination.

Track separate mail campaigns

Create separate QR codes for different:

  • mailing lists
  • geographic areas
  • offers
  • postcard designs
  • campaign dates

Then use QR Code Tracking to compare scan activity.

Use UTM parameters

UTM parameters can help identify QR traffic in GA4.

For example:

utm_source=direct_mail utm_medium=qr utm_campaign=spring_offer

See How to Track QR Code Scans for a fuller workflow.

Keep the QR easy to scan

Direct-mail pieces can be small, so do not crowd the QR into a corner at an unusable size.

Maintain clear space and strong contrast.

Choose the right image format

Use a PNG QR code for many common mail designs or an SVG QR code for vector design workflows.

Test the printed proof

Paper stock, coatings and printing can affect scanning.

Use How to Test a QR Code Before Printing before sending a large mailing.

For related guidance, explore QR Codes by Format, Free QR Code Tools, and QR Codes for Counter Signs: What Should They Link To?.