Use them like a pro—or don’t use them at all.
Remember when QR codes were the punchline?
When every restaurant menu came with a side of pixel vomit?
Well, guess what.
They're still here. Still ugly.
And, against all odds…
(Just waiting for Phil Collins to hit that epic drum fill. Anyway…)
…they can actually work.
But only if you use them on purpose.
“Imagine transforming your mailbox moments into measurable online traffic. With the right strategies, direct mail campaigns can seamlessly connect the offline and online worlds.”
David Klein is not wrong. When done right, QR codes can be the bridge that gets your audience from paper to pixel.
The problem is, most marketers treat them like a free trial sticker on a cereal box.
The Lazy Way Doesn’t Work
AKA: Slap-a-Square Syndrome
Too many marketers treat QR codes like parsley on a plate:
Just toss one on and hope it makes things look modern.
(It doesn’t.)
A QR code is not a strategy.
It’s a tool. A bridge. A button your customer has to want to press.
And unless you give them a reason to?
It’s just another mysterious square they’ll ignore.
5 Ways to Make QR Codes Suck Less
Make the payoff clear.
What’s on the other side? A discount? A demo? A personalized offer?
Say it out loud. Spell it out. Tease the reward.Keep it mobile-friendly.
If the landing page isn’t optimized for phones, you’ve just earned yourself a one-star Yelp review and a bounce. And maybe you’ll get to keep your job.
Don’t bury the code.
If it’s the size of a postage stamp in the corner of your letter, why even bother? Make it visible and accessible.
Pair it with copy that SELLS.
“Scan me” isn’t copy. “Scan to get 20% off your next order” is.
Treat it like a CTA, not a polite suggestion.Track it like it matters…because it does.
Slap a UTM on that bad boy and make sure someone’s checking the results.
(And if they’re not, congratulations—now you’re just doing “brand building.”)
Bottom Line:
QR codes aren’t inherently bad.
They’re just tired.
So if you’re going to use one—
make it worth the scan.
Otherwise, you’re just reminding people of their cousin’s wedding invite from 2012.
And that’s not the vibe.
Image of the Week:
QR Chaos in the Wild
Spotted a QR code in the wild that made you laugh, cringe, or squint?
Send it my way. I’m collecting the best (and worst) for a future roast session.
Here’s one from Billboard Insider. A QR code on a billboard next to the freeway. At 65 mph.
Because nothing says “safe engagement” like trying to scan while swerving into traffic.
Still slapping QR codes on your mail like it’s seasoning?
If yours leads to a dead link, an unstyled page, or a PDF from 2007...we need to talk.
👉 Work With Me and let’s make it actually taste like something.
Or hit reply and send me the worst QR code you’ve seen this year.
Bonus points if it’s on a billboard. At 65 mph.