At Lob, we understand that measuring the impact of direct mail beyond delivery can be a challenge. That's why we’re always developing deeper analytics and measurement features that give our customers more insight into performance.
Today, we’re excited to announce that all customers can now generate QR codes directly on their mailpieces, allowing you to measure the impact of your entire direct mail program.
QR codes have become a standard part of our daily lives, whether it’s ordering food at a restaurant or getting tickets scanned at an event. For marketers, QR codes play a powerful role in connecting the offline and online customer experience. They can easily direct recipients to landing pages, promotional offers, or product pages. For operational or transactional mail, QR codes simplify processes and provide quick access to account information, payment portals, or appointment scheduling.
It’s all about making it easier for customers to take action. And, similarly, it needs to be easy for you (the marketer!) to add customized QR codes to your mail pieces – no matter the scale of your send – so you can understand how customers are responding. Our 2024 State of Direct Mail Marketing report identifies QR codes as one of the most popular methods for measuring conversions from direct mail campaigns.
Generating QR codes directly via Lob removes the need for third-party providers, reducing the friction of outside integrations and tracking. This functionality is integrated directly into Lob’s Print & Mail API and the Campaigns tool.
Add QR codes to your mailpieces via Campaigns
For our Enterprise users, advanced customization options are also available!
Lob helps you better understand campaign results, so you can continuously improve audience engagement and performance over time.
All customers can access engagement data on their Lob-generated QR codes; this can be accessed in a few ways:
If your audience isn’t likely to scan a QR code, you can still include a special call-to-action on every mailpiece like a URL, coupon code, or phone number. This can be unique to the campaign, or you can provide a customized CTA for each recipient. Lob makes this easy by supporting HTML creatives with merge variables, in the same way you can dynamically personalize email.
If you’re a Lob customer and ready to add QR codes to your direct mail, log in to your dashboard and create a QR code in Campaigns today.
Want to jump right in and explore? Register for your Lob account here.
Interested in learning more about how Lob can help you track your direct mail engagement? Contact us today.
From trackable QR codes and customized CTAs to serving up critical analytics in your dashboard, we’re continuously improving our product to offer clear, actionable insights to optimize, hone, and do more of what works.
