The QR Code Debate: Should You Include One on Your Next Postcard?

QR codes have become almost expected in marketing. They appear on menus, packaging, signs, and mail. Because they’re so common, many businesses assume they belong on every postcard.

That assumption is usually where problems start.

A QR code is not automatically helpful. It’s a tool. Like any tool, it only works when it has a clear job to do.

Why QR Codes Took Off in the First Place

Smartphones made scanning simple. No special apps. No learning curve. During the pandemic, QR codes became an easy bridge between physical spaces and digital information.

That convenience stuck.

In the right situation, a QR code removes friction. It gives someone quick access to more details without asking them to type, search, or remember a URL. When that’s the role it’s meant to play, it can work very well.

When a QR Code Supports a Postcard

QR codes tend to be most effective when the postcard itself is doing one clear job, but the next step requires more space.

For example, a postcard announcing an event, introducing a service, or inviting someone to learn more often benefits from a QR code that leads to a focused landing page. In those cases, the code doesn’t compete with the message. It continues it.

QR codes can also make sense when tracking is part of the goal. Sending readers to a specific page tied to a specific campaign can provide insight into response. Tracking can be useful, but only when it aligns with what the reader actually wants to do next.

In these situations, scanning feels natural. The reader understands why the QR code is there and what they’ll get by using it.

When a QR Code Gets in the Way

Problems arise when QR codes are added without a clear purpose.

We often see postcards where the QR code becomes the most prominent element, even though it isn’t the most important one. When that happens, it pulls attention away from the core message instead of supporting it.

QR codes also struggle when the destination isn’t well thought out. Sending someone to a generic homepage or a cluttered page creates friction rather than removing it. The extra step feels unnecessary, and the scan never happens.

Another common issue is assuming a QR code will fix weak messaging. It won’t. If the postcard isn’t clear or compelling on its own, adding a QR code doesn’t improve the outcome.

What a QR Code Cannot Do

A QR code cannot replace clarity.

It can’t explain a confusing offer.
It can’t make an unfocused message stronger.
It can’t compensate for a design that doesn’t guide the eye.

When QR codes are treated as a shortcut, they tend to underperform. When they’re treated as a support tool, they can add value.

A Better Question to Ask

Instead of asking, “Should we include a QR code?” a better question is, “What do we want the reader to do next?”

If the answer involves learning more, signing up, or accessing information that doesn’t fit comfortably on the postcard, a QR code may be helpful.

If the answer is simple, such as calling, visiting a location, or remembering your business name, a QR code may not be necessary at all. Choosing not to include one is still a decision, and sometimes it’s the smarter one.

A Thoughtful Choice Beats a Trend

QR codes aren’t good or bad. They’re situational.

When they support a clear message and a clear next step, they work. When they’re added out of habit, they often get ignored.

The smartest mail pieces make decisions based on the reader, not the trend. That’s how print continues to stay relevant and effective.