How to measure direct mail per recipient
A response rate per campaign tells you little. If every piece has a code that belongs to one person, you can count what matters: who scanned, who watched, who booked a meeting and who became a client.
Measuring direct mail per recipient means every printed piece carries a unique code for one person. A scan is then not an anonymous visit but an event on a known contact, which you can follow through to a meeting and a deal in your CRM.
Why a generic QR code isn't enough
A single QR code or URL on every copy shows you how many people visited, not who. Sales can't follow up on a number. With a personal code per recipient, you know exactly which contact scanned, and you can call them the same day.
What Magiq Moments records
| Moment | Recorded |
|---|---|
| Delivery | Yes |
| Opening the box | No. That moment is theirs. |
| Scanning the code | Yes, with time, on the right contact |
| Video | How much of the video was watched |
| Clicks and bookings | What was clicked, event sign-ups and booked meetings |
Every scan, view, click and booking lands on the right contact in HubSpot or Pipedrive, and the account owner gets a notification. Using another tool? Starter and up connect through Zapier, Make and webhooks, and CSV import works without a CRM.
What to count, in this order
- Sent and deliveredThe base. Count per campaign, not per wave.
- ScannedThe share of recipients who scanned at least once. This shows whether the piece and the list work.
- MeetingsThe number of meetings with recipients after the mailing. This is the number sales cares about.
- ClientsRecipients who became a client. This takes longer, so report it separately and keep updating it.
Write down when you sent the campaign and up to which date you counted. Our case figures always come with that date.
Real numbers from the test phase
- Pieces sent
- 639across five campaigns
- Scanned
- 25–72%depending on the campaign
- Meetings
- 1 in 8pieces, in the three campaigns with full data
| Campaign | Sent | Scanned | Meetings | Clients |
|---|---|---|---|---|
| Sun-Power | 100 | 25% | 8 | 2 |
| Risikoloos | 124 | 62% | – | – |
| Happibox | 250 | 45% | – | – |
| Magiq Moments, run 1 | 125 | 60% | 17 | 7 |
| Magiq Moments, run 2 | 40 | 72% | 9 | 4 |
– = not published. Sun-Power: 75 recipients still to be called. Risikoloos: scan data up to 9 November 2026.
Data and privacy
You decide what contact data you upload and how long it is kept, and you can export or delete any contact. Magiq Moments is built in the Netherlands and a data processing agreement is available. See the privacy policy.
FAQ
Do you track when someone opens the box?
No. Delivery, scans (with time, on the right contact), how much of the video was watched, clicks, event sign-ups and booked meetings are recorded. Opening the box is not.
Why not use one QR code on every copy?
One shared code or URL shows how many people visited, not who. With a personal code per recipient you know exactly which contact scanned, so sales can follow up.
Where do the results show up?
On the right contact in HubSpot or Pipedrive, and the account owner gets a notification. Starter and up connect to other tools through Zapier, Make and webhooks, and CSV import works without a CRM.
What scan rates did you see?
In the test phase 639 pieces were sent across five campaigns. 25 to 72% of recipients scanned, depending on the campaign, and 1 in 8 pieces led to a meeting in the three campaigns with full data.
Who controls the contact data?
You decide what contact data you upload and how long it is kept, and you can export or delete any contact. Magiq Moments is built in the Netherlands and a data processing agreement is available.