How to track direct mail results

Direct mail is physical, but it can still be measured. By attaching a unique, trackable action to your postcard, you can see how many people responded and which channel drove the response — instead of guessing whether the mailing worked.

• Unique QR code: residents scan with a phone camera to open a specific page. You count scans.
• Campaign landing page: a dedicated URL only the postcard promotes. You count visits and form submissions.
• Coupon code: a code printed on the card, redeemed in-store or online. You count redemptions.
• Call tracking: a unique phone number on the card forwards to your business. You count calls.

Each method measures a different action, so choose the one that matches your goal — online interest, in-store visits, or phone inquiries.

You can measure scans, page visits, form fills, calls and coupon redemptions. You can also collect advertiser-reported revenue if customers tell you they came from the card. What you cannot do is promise a specific number of any of these in advance — response depends on the offer, the category, the audience and customer behavior.

A low scan count does not always mean a failed mailing — some customers keep the card and call or visit later without scanning. Treat tracking data as a signal, not a verdict. The clearest picture combines a trackable action with how customers actually say they found you.