QR Codes in Email Marketing: When They Work and When They Fail

1. The Paradox

People who read email on a phone have no second device to scan with. People who read on a desktop can scan, but most will just click a link instead.

2. Where Email QR Codes Work

* Print-and-use coupons: the recipient prints the email and scans the code at the till. * Transfer to a mobile device: a desktop reader clicks nothing but scans the code to open a deep link on their phone. * Event tickets: the email contains the admission code as a QR.

3. Design for the Use Case

If the code is meant to be scanned from a printed page, embed a high-resolution image (at least 400 × 400 px). Include the URL in plain text and a hyperlink for readers who stay on screen.

4. Track Properly

Use a unique path per campaign so you distinguish QR scans from hyperlink clicks.