How to tell if your postcard worked: QR codes, mention codes and break-even

Short answer: count two things: QR code scans and mention codes (a code word people say or show). Ask every new customer how they found you. Give it 30 to 60 days. Then compare the new customers to your break-even number: the ad price divided by the profit from one customer.

QR scans vs. mention codes

• QR scan: someone points their phone camera at the code on your ad. Each ad gets its own code, so scans can be counted.
• Mention code: a short word like NEIGHBOR that people say on the phone or show at the counter. This catches people who call or walk in instead of scanning.

Some people will see your card and just walk in or search your name. Those visits are hard to count, so your real results are often a bit higher than what you can track.

Train your front desk

A mention code only works if someone asks for it and writes it down. Keep a simple tally sheet by the phone or register. Ask every new customer: "How did you hear about us?"

How long to wait

Many people keep a card for weeks before they use it. Look at results at about 30 days and again at 60 days. One mailing is a small test. Many businesses judge direct mail over a few mailings, since people tend to respond once they have seen a name more than once.

The break-even math

Ad price ÷ profit from one new customer = customers needed to break even.

Example: if a new customer brings you about $100 in profit, a $349 spot needs about 4 new customers to pay for itself. If a customer comes back again and again, each one is worth more. This is simple math, not a promise of results. Try your own numbers in our ROI calculator.

What we count at Mailbox Finds

Every ad gets its own tracked QR code and a mention code. If your ad gets fewer than 5 tracked responses (scans of your ad's own QR code plus any code uses you log) in 60 days, you get a free run on a future card in open space. It covers founding, standard, premium and double spots, with no cash refunds (see the terms). For what response rates look like in published studies, read our guide on direct mail response rates.

See pricing, or check open spots on the Roxborough card.

Common questions

How do I track a postcard campaign?

Put a unique QR code and a short mention code on the ad, and ask every new customer how they heard about you. Count scans and codes for 30 to 60 days.

What is a mention code?

A short code word printed on your ad, like NEIGHBOR. Customers say it on the phone or show it at the counter, so you know the card sent them.

How many customers do I need to break even on a postcard?

Divide the ad price by the profit from one new customer. For example, $349 divided by $100 profit per customer is about 4 customers.

How long should I wait to judge a postcard?

Check at about 30 days and again at 60 days. People often keep cards for weeks before using them.

Related guides: How to write a postcard offer people actually use · Shared postcard vs. Valpak and coupon packs

Written by Kelly Claiborne, founder of Mailbox Finds. Prices quoted from public sources linked above; check them before you budget.