QR codes have been quickly adapted into our everyday lives, particularly enhancing the customer journey. It’s time to elevate this experience with dynamic and personalized QR codes that provide even greater benefits. Unlike static QR codes, dynamic QR codes allow you to edit the destination link even after printing. They also enable real-time tracking of scans—location, time, and device used, and in some cases, who.

From Novelty to Necessity

Not that many years ago, marketers were wary of adding QR codes to direct mail, due to low understanding and limited comfort among consumers. Their use was minimal, tracking usage or clicks was limited and few marketers had yet bought into the concept.

It’s not a stretch to state that QR codes have now become commonplace in our culture. During COVID, we can thank the restaurant industry for driving somewhat forced education and adoption. As marketers began to expand applications, both smartphones and QR code technology evolved to keep up with the times.

Nowadays, the consumer journey-to-purchase often includes a healthy dose of online research and a higher expectation of real-time engagement, with the actual purchase often completed online. Forbes predicts 23% of all retail purchases are expected to take place online.

Keeping up with this trend, QR codes have become more powerful than ever. In direct mail, they provide an instant & seamless bridge to an online experience that can vary by individual and even change over time, allowing for more flexible and dynamic marketing strategies. These capabilities have elevated QR codes from a simple convenience to a powerful tool that enhances engagement and maximizes the effectiveness of direct mail.

The Proof is in the Performance

In a recent campaign, the results spoke for themselves. By integrating personalized landing pages, PURLs, and QR codes into direct mail:

• 50% of digital leads were generated through personalized QR code scans
• Adding PURLs lifted leads by 22%
• Visitors to these landing pages converted at an impressive 92%
• Overall, the omni-channel approach drove a 40% increase in conversion rates—double the client’s original goal

From Static to 1:1 Personalized Engagement

The current recommended approach to QR codes in direct marketing represents a significant shift from using generic links to embracing 1:1 personalized QR codes. Rather than directing every recipient to a single, universal landing page, this strategy enables each QR code scan to provide a unique and tailored experience for the individual customer.

With personalized QR codes, marketers can deliver custom offers, present specific account details, or guide each person to the next step in their buying journey. These experiences can be thoughtfully designed based on customer data, whether the destination is a local car dealership, a retail store, or another data-driven location.

By moving beyond one-size-fits-all links, personalized QR codes allow for a more relevant and engaging interaction for each recipient, supporting deeper connections and more effective direct marketing outcomes.

Marketers Now Have Detailed Tracking

Personalized QR codes also give you, the marketer, powerful insights into who is engaging with your offers. You can see exactly which recipients scanned, when, and how they interacted, creating a clear line between your mailpiece and their digital response. This allows marketers to build an audience to send additional marketing collateral, such as a direct mail piece, email, or inbound/outbound SMS. Our unified reporting dashboard gives you visibility over total campaign performance in real time, down to each individual target

Enhancing the Customer Journey

With enhanced reporting, QR codes can now play a crucial role in building continuity across channels. Instead of a one-time interaction, each scan becomes part of a longer conversation:

• A prospect scans and receives a personalized offer
• They’re seamlessly guided to a digital experience tailored to them
• Each consumer’s engagement can trigger additional touchpoints—email, SMS, or retargeting—that nurture them toward conversion

The Future is Now

QR codes aren’t just back—they’re smarter, faster, and more effective than ever. When combined with the right strategy, they unlock the kind of real-time, trackable engagement that direct marketers have always wanted.

At SPC, we specialize in building campaigns that integrate these technologies into your direct mail, creating experiences that convert.

Connect with your SPC sales representative today to learn how personalized QR codes and omni-channel strategies can boost your upcoming campaigns and create measurable results.