What is measurable direct mail?
Direct mail gets noticed, but you never knew who did anything with it. With a unique code per recipient every scan belongs to one person, and you see in your CRM who responded.
Measurable direct mail is physical mail where every copy has a unique code that belongs to one recipient, usually a QR code. When someone scans that code, you know who it was and when, and it lands as an activity on the right contact in your CRM. That way you measure direct mail per person, not just per campaign.
Short answer: Give every recipient their own QR code. Then every scan belongs to one person, you see in your CRM who responded, and sales knows who to call.
Why one generic QR code isn't enough
| One QR code for everyone | A unique code per recipient | |
|---|---|---|
| What you see | How many people scanned | Who scanned, and when |
| In your CRM | Nothing per contact | An activity on the right contact |
| Follow-up | Call everyone or no one | Call the people who responded first |
| What happens next | Anonymous | Video, clicks, sign-ups and meetings per person |
How the link between QR code and CRM works
- Choose the recipientsSelect the contacts in HubSpot, Pipedrive or Twenty, or upload a CSV. Every recipient becomes a contact in Magiq Moments.
- Every copy gets its own codeAt print, every copy gets the recipient's name and a QR code that belongs only to that person.
- The recipient scansWith the normal phone camera. A page opens in the browser, no app: a personal video, AR on the print, a sign-up or your calendar.
- The scan becomes an activityThe scan is recorded with time, campaign and copy, on the right contact. What the recipient does next is recorded too.
- It lands in your CRMEvery activity lands on the right contact in HubSpot, Pipedrive or Twenty. Using another tool? Connect it through a webhook.
What you measure, and what you don't
| Moment | Recorded |
|---|---|
| Opening the box or envelope | No |
| Scanning the code | Yes, with time, on the right contact |
| Video | Started, and how much of it was watched |
| AR | Whether the AR experience started |
| Clicks, forms and meetings | What was clicked, forms filled in, sign-ups and booked meetings |
What a scan does and doesn't tell you
A scan tells you this person had the piece in their hands and was curious enough to look. That's a good reason to call. A scan doesn't tell you someone wants to buy. And someone who didn't scan may still have seen the piece. So follow up the recipients who didn't scan too, with the piece as your reason to call.
A deal usually has more touchpoints than the mailing alone. So count per campaign, in this order: sent, scanned, meetings and clients, and write down up to which date you counted. How to do that is explained in measuring direct mail.
Who measurable direct mail works for
- B2B teams with a clear list of contacts or target accounts, and someone who follows up.
- Marketing agencies that want to offer their B2B clients a physical channel they can account for.
- Use cases: acquisition, trade show follow-up and events and customer reactivation.
What Magiq Moments costs (beta)
In the beta you are on the Growth plan without the monthly fee for the first 6 months (normally €150 a month, indicative). You pay per recipient, from €2.50 for 1–250 recipients down to €0.35 above 5,000. Print and shipping are quoted per campaign. See all prices.
Data and privacy
You decide what contact data you upload and how long it is kept, and you can export or delete any contact. A data processing agreement is available. See the privacy policy.
Frequently asked questions
What is measurable direct mail?
Print where every copy has a unique code that belongs to one recipient. When someone scans it, you know who it was and when, and it lands on the right contact in your CRM.
What's the difference between a generic QR code and a unique code per recipient?
With one QR code on every copy you see how many people scanned, not who. With a unique code per recipient every scan belongs to one person, so sales can follow up with the right people.
How does a scan get into my CRM?
Every scan, video view, click, sign-up and booked meeting lands on the right contact in HubSpot, Pipedrive or Twenty. Using another tool? Connect it through a webhook.
Do you track when someone opens the box?
No. Opening the box or envelope is not tracked. Scans, video views, clicks, sign-ups and booked meetings are.
Can I use my own design and printer?
Yes. You keep your own design and printer, and every copy gets its own code. Or you pick one of our formats and we arrange print, packing and delivery.
What does measurable direct mail with Magiq Moments cost?
In the beta you are on the Growth plan without the monthly fee for the first 6 months, and you pay per recipient: from €2.50 down to €0.35 depending on campaign size. Print and shipping are quoted per campaign.
Does the recipient need an app?
No. Scanning works with the normal phone camera, and everything opens in the browser.