Updated June 7, 2026
Integrating digital elements on your mailpieces for maximum impact
The technology powering phygital marketing has evolved from a novelty into an expectation. Today, over 94 million Americans scan QR codes natively on their devices, and global AR integration has exploded into a $100 billion market. By embedding these friction-free entry points directly into your print layouts, you give consumers an instant pathway from the tangible trust of their mailbox straight to your high-converting digital landing pages.
Phygital Technologies for Mailers
QR Codes
QR codes are no longer just an alternative option; they are the primary, expected bridge. Recent consumer research shows that over 100 million US consumers actively scan QR codes with their smartphones annually (eMarketer).
More importantly, the 2025 Lob State of Direct Mail Report notes that including a QR code on a mail piece lifts response rates by an average of 22% compared to mailers without one.
AR Codes
Augmented reality (AR) is another technology transforming the direct mail experience. It lets users view AR-ready images (such as a mailpiece) on their phones in an interactive way. By placing a digital image over a user’s screen, it comes to life and feels more immersive.
For example, a furniture company could use AR to show a customer what a chair would look like in their home. Or a shopper might “try on” glasses before choosing the perfect frames. A landscaping or home improvement company can show customers their updated space before they make a big investment.
The global AR market has exceeded projections. It was valued at USD 210.96 billion in 2026. It is projected to reach USD 2,344.90 billion by 2034 (Fortune Business Insights). This growth is mainly driven by webAR, which is web-based AR that needs no app download. It makes it easy for users to move from print to an immersive 3D experience in mobile browsers.
Using QR and AR Codes on Tension Products
These easily scannable black-and-white grids can jumpstart a campaign by signaling to audiences that a printed mail piece is the first step in a multi-channel experience. QR and AR codes are applicable across industries, and can be used with any number of Tension products, including:
Personalized URLs (PURLs) and Variable Data Response Rates
Hyper-personalization is the gold standard for modern campaigns. According to ANA/DMA Response Rate Report, variable data printing can add personal details, such as PURLs or personalized QR codes that match the recipient’s name or past purchases. This can increase direct mail conversion rates by up to 135% versus generic campaigns.
Ready to Turn Direct Mail Into a Digital Launchpad?
Don’t let your marketing get lost in a cluttered inbox. Claim your free copy of Tension’s “Phygital Marketing” White Paper to discover how friction-free tech like QR codes and AR can drive a 60% higher ROI for your next campaign.
Further reading
- Phygital Marketing: Where Print and Digital Meet, Part 1
- Phygital Marketing and the USPS Promotions, Part 3
About Tension Corporation
A global leader in envelopes, printed products, packaging and packaging automation solutions, the Tension Corporation is a privately held and operated company based in Kansas City, Missouri. Tension manufactures billions of envelopes annually and their envelope and printed products division serves a variety of industries, including third-party billing, financial, insurance and direct marketing. The packaging and automation division of Tension provides software, consumables, automation and service and support for fulfillment to the e-commerce and pharmaceutical industries.
