QR Codes в электронной почте: Когда и как

QR Codes in Emails: When and How

Embedding QR codes in emails creates a bridge between the digital inbox and a physical or on-device scanning action. However, the use case is narrow and requires careful consideration.

When Email QR Codes Make Sense

The inherent awkwardness: the recipient reads the email on their phone, but scanning a QR code from their phone screen requires a second device. This limits practical use to:

• Desktop email readers who scan with their phone
• Printed emails (yes, people still print emails)
• Pass-along: Forward the email; recipient prints or displays on a second screen
• Event tickets: QR codes displayed on phone for scanning at venue entry

Implementation

Embed the QR code as an inline image (not as a link to generate on click):

• Use PNG format at 200-400 pixels for clear rendering
• Include alt text describing the QR code purpose
• Host the image on your server (not as a base64 data URI for deliverability)
• Include a clickable text link as the primary CTA (the QR code is secondary)

Email Client Rendering

Many corporate email clients block images by default. Always include a text link alongside the QR code.

Best Practices

• The text link should be the primary CTA; the QR code is supplementary
• Use the QR code for actions that benefit from phone scanning (add to wallet, open in app)
• Do not use QR codes as the sole way to access content in email
• Test image rendering across major email clients
• Track engagement separately for QR scans vs text link clicks

Key Takeaways

• Email QR codes are secondary to text links — not all recipients can scan from their screen
• Best use case: desktop readers who scan with their phone, or event tickets
• Always include a clickable text link as the primary action
• Image blocking in some email clients may hide the QR code
• Track QR scans separately from link clicks for accurate attribution