By David Hussong Sr. Director of Insights
As marketing channels converge, consumer expectations have evolved beyond static messaging. Today’s audiences crave interactive, personalized, and convenient experiences across every touchpoint. In response, marketers are adopting emerging technologies to deliver more compelling content while enhancing analytics and attribution.
From Static to Smart
Static QR codes have long connected consumers to mobile-optimized websites. But now, dynamic Flowcodes are elevating that experience by delivering personalized content such as discounts, insurance quotes, loan rates, and AI-generated property value estimates. Their key advantage lies in their flexibility: Flowcodes can be updated with new destinations without reprinting or redistributing the code. They also offer robust analytics, enabling organizations to track engagement, location data, and scan frequency in real time.
One standout example is PostReminder, a platform from Gundir that uses enhanced QR codes to deepen customer engagement. By scanning a code on direct mail, out-of-home (OOH), or print ads, prospects can act immediately or schedule a digital reminder via SMS, email, or calendar invite. Marketers gain access to real-time metrics including media channel attribution, scan counts, dates, locations, and reminder activity. Competiscan has observed PostReminder use in campaigns from brands like Banana Republic, Old Navy, OneMain Financial, ezCater, and Globe Life. Notably, using PostReminder also qualifies mailers for the USPS’s 3% postage discount under the Integrated Technology Promotion.
Design Meets Function
Beyond backend tracking and dynamic content delivery, enhanced QR codes have undergone a visual transformation. Every element, from pattern type and corner style to color schemes, can now be customized. Logos can be embedded in the center of the code without compromising scan performance, keeping the design brand centric. A/B testing is also possible, allowing marketers to determine which code design drives the most engagement while retaining all the analytical benefits.
The Future of Mail Is Interactive
As the line between physical and digital marketing continues to blur, direct mail is evolving into a smarter, more responsive channel. Innovations in QR code technology are reshaping how mail is experienced and acted upon. For marketers, embracing these tools unlocks new levels of efficiency, personalization, and impact. The future of mail is interactive, data-driven, and deeply connected to the customer journey; enhanced QR codes are paving the way.