Technically you can. Practically you shouldn't. QR codes exist to solve one problem: getting someone from a physical surface to a digital action. A poster can't be clicked. A billboard can't hyperlink. The QR code bridges that gap. In an email or digital ad, that bridge already exists. A tap-to-call button does the same thing in 1 touch. A Call QR Code forces the user to screenshot the image, open their camera app, scan the code, then initiate the call. You've turned a 1-step action into 4 steps. We've tested this with founders running investor outreach campaigns. Click-to-call buttons outperform embedded QR codes by 8 to 1 on mobile. Save the QR codes for print collateral where they actually solve a problem.
I have found that emails absolutely crush digital ads when it comes to the effectiveness of "Call QR Codes." In my own skincare campaign, I saw a 28% scan rate from emails as compared to a tiny 4% from ads. I put both channels to the test and sent a "Scan for Free Custom Routine" QR code to 10,000 subscribers. I pushed the same QR code via Instagram ads and got 50,000 impressions. The result was that emails performed 7 times better than ads. That's because email subscribers are "warm leads" who already know you. On the other hand, Instagram users are often scrolling mindlessly and aren't ready to take a big action, like making a phone call. Another reason is that people in their inbox are usually in "task mode," whereas social media users have "ad fatigue."
Digital ads outperform because they pair QR Codes with paid intent signals. We can show them only when users are primed. Emails lack that adaptive control. QR Codes need timing discipline. We use email QR Codes as secondary touchpoints. They reinforce rather than initiate. Effectiveness comes from sequencing, not isolation. Ads lead the sequence.
From our perspective, Call QR Codes perform best inside digital ads. Ads reach people when they are relaxed and open to discovery. That mindset makes a difference. A QR Code feels like a natural next step instead of a task. Users can scan quickly and continue what they were doing. Ads also give us control over visuals, placement, and timing. We can introduce the QR Code at the exact moment interest is highest. That smooth flow keeps attention and encourages action without friction. Emails work differently. People open emails with clear goals like reading updates or clearing their inbox. A QR Code breaks that rhythm and often feels out of place. Many readers skip it or plan to return later and do not. Ads create impulse moments, and QR Codes rely on impulse. That alignment drives stronger scan behavior.
The deciding factor isn't the channel—it's friction. Call QR Codes work when they remove a step, not add one. Emails usually sit closer to a decision point: follow-ups, confirmations, proposals. The person's already engaged. Scanning a code to call feels like progress, not interruption. In digital ads, people are scrolling fast. A QR code competes with curiosity and momentum. It's asking someone to stop, pull out their phone, and commit—before they're ready. At Gotham Artists, we've seen this play out. QR codes in post-event follow-ups or speaker confirmations get scanned. QR codes in LinkedIn ads? Crickets. So use Call QR Codes where urgency and clarity already exist. Don't use them to create it.
Digital advertising on non-mobile screens, such as desktop, TV, or DOOH, is generally more effective. Instead of email for Call QR Codes because it enables seamless cross-device interaction. When users encounter a QR code on a secondary screen, they can easily scan it with their phone to initiate a call, creating a smooth and low-friction experience. This format also supports stronger performance measurement, allowing real-time tracking of scans and conversions. In contrast, QR codes in emails tend to be less effective because emails are most often viewed on smartphones, making the codes awkward or impractical to scan on the same device. In these cases, clickable call links provide a more straightforward and user-friendly alternative. QR codes in emails are best suited for scenarios where the content is intended for printing or later use on a different device, such as tickets or digital documentation. Overall, Call QR Codes deliver optimal results when used in off-phone digital environments.
Using a Digital ad for a Call QR code is much more impactful because it provides a simple solution to the "cross-device friction" issue. The majority of time, a potential buyer who sees a display advertisement on either a desktop browser or a connected TV has their smart phone in hand, but because they cannot click a link on that screen, they will be immediately unable to communicate. With a QR code however, the QR code acts as a physical connection between the advertisement and the phone, providing a quick way to create a voice connection. Conversely, putting a Call QR code in an email is generally a tactical mistake. The majority of emails are now opened on a mobile device; therefore, you have just asked them to do the impossible - scan an image on the same screen that they are looking at. A simple "click-to-call" button is much more effective, as it allows the recipient to make a call without switching devices. The majority of the time we find the best engagement results when people use their mobile device as the "remote control" for another display. If the technology does not leverage the physical location of the user or what device they are using, we have created a barrier rather than a shortcut to generate conversions. Creating effective digital experiences is all about taking away steps, rather than adding steps. Although QR codes are an incredibly effective way to connect the physical or desktop world to the mobile world, using them in a mobile-first environment such as email only provides users with unnecessary frustration.
Digital ads are more effective because QR Codes thrive on visual interruption. When a user sees a QR Code inside an ad, it feels optional and quick. Email QR Codes compete with inbox clutter and deferred reading. Timing favors ads in high intent environments. We still use email QR Codes for warm audiences. They support follow ups after trust already exists. Ads initiate behavior while emails maintain relationships. The difference shows clearly in call velocity.
The following are observations and statements on user behaviour with QR codes. I believe people who interact with ads are already in a place where they are looking for something (discovery) and when they see a barcode with the words "Call Now for a Quick Response" or "Speak with a Specialist," this serves as a catalyst to take action. It seems that the immediacy of scan-to-call is further heightened when users engage with an advertisement on their mobile device. In my experience when an advertisement immediately connects the user with a call-to-action, I have seen conversion rates of 2 to 3 times greater than emailing. High intent searches and retargeting audiences represent minimal risk to businesses and brands because of the high likelihood of likely customers purchasing from them. People tend to read their e-mails on their mobile devices. As such, when the person scanning a QR code from the same device, they are adding another ring of friction, which may result in them ignoring the e-mail. Therefore, I recommend to teams that click-to-call buttons be used as opposed to QR codes in e-mails. I recommend teams utilize QR codes where users are active and have an external focus, such as advertisements, landing pages, and offline displays, and links included within e-mails will produce the best results for businesses and brands.
I see Call QR Codes work better in digital ads than emails. Ads often reach people at the moment they need a quick answer, while emails are usually opened later. From a trust perspective, immediate context matters. When the call option matches urgency, engagement feels natural instead of intrusive.
Digital ads are generally more effective than emails for using a Call QR Code. The reason is context and intent. A Call QR Code works best when the user is already in a discovery or action mindset and has minimal friction between seeing the code and scanning it. Digital ads, especially mobile social ads, display ads, and landing pages, are usually consumed on phones. Scanning a QR code from another device or tapping a click to call fallback is natural in that flow. The ad can also be paired with strong intent signals like location, urgency, or problem awareness, which increases call conversion. Emails perform worse with Call QR Codes for structural reasons. Most emails are opened on the same mobile device that would need to scan the code, making QR usage awkward. In email, a direct click to call link is almost always more effective than a QR code because it removes an unnecessary step. QR codes in emails tend to be ignored unless the email is viewed on desktop and the phone is nearby, which is a narrower use case. Where digital ads really win is attribution and optimization. You can A B test creative, placement, and call timing, then tie scans or calls back to spend. That feedback loop makes QR driven calls scalable. Email QR performance is harder to isolate and often adds little beyond a standard CTA button. In short, use Call QR Codes in digital ads when you want fast, low friction inbound calls from high intent users. In emails, skip the QR and use a clear click to call link instead.
Digital ads consistently outperform emails when deploying Call QR codes, primarily because they engage consumers at decision-critical moments. Unlike emails that may sit unopened, strategically placed digital advertisements capture attention when potential customers are actively considering purchases or seeking solutions, creating immediate response opportunities without requiring additional clicks. The visual prominence of QR codes in digital advertising spaces allows for better integration with compelling visuals and targeted messaging. This combination drives significantly higher scan rates compared to email placements, where QR codes often compete with multiple links and content elements. Additionally, digital ad placements offer superior tracking capabilities, allowing marketers to refine targeting parameters based on real-time scanning data and optimize campaign performance through A/B testing different visual presentations of the call functionality.
Digital ads are usually more effective than email for a call QR code because people already expect unknown emails to be spam, so they are less likely to scan anything inside them. Ads can place the QR in a trusted context, like a local news site, search result, or social feed, where the viewer is already in "browse and act" mode. If you do use email, make it for warm audiences only and reinforce trust with a clear sender identity and a landing page that matches the message.
When comparing the efficiency of digital advertisements versus email for Call QR Codes, intent and friction are the essential factors when assessing what works best. With digital ads, prospects are already in exploratory mode when they identify a need and scan the code to call without needing to complete a form or provide responses via email, resulting in increased call-center traffic for QR codes in this context (2x for calls from advertisements over emails). Conversely; email recipients tend to browse, retain for future use, or continue the conversation via email rather than calling back. Thus, QR code usage is most effective when the event that triggered it is urgent and visually appealing, such an event is created through advertisement exposure rather than inbox viewing.
In my experience, call QR codes in emails tend to generate more engagement, provided they get opened. It gets through one layer of customers' defenses.
When comparing the effectiveness of Call QR Codes in digital ads versus emails, digital ads excel in immediate engagement due to their impulse-driven nature. Users are more likely to act quickly on a visually appealing ad, making it easier to initiate a phone call. In contrast, emails often require a more considered approach, leading to potential delays in engagement. Consequently, digital ads also tend to achieve higher click-through rates.
When assessing the effectiveness of Call QR Codes in digital ads versus emails in affiliate marketing, several factors are essential. Digital ads can drive quick engagement by capturing attention and encouraging users to scan QR Codes directly for offers. In contrast, emails usually secure higher click-through rates, as recipients engage with content they have opted to receive. Ultimately, effectiveness hinges on campaign goals, audience, and strategy.
CEO at Digital Web Solutions
Answered 3 months ago
Digital ads and emails both have unique benefits when incorporating a Call QR Code. Digital ads are highly targeted, allowing businesses to connect with specific audiences at optimal moments. They also provide a more interactive experience, encouraging immediate action and engagement. This real-time interaction makes them a powerful tool for short-term goals. In contrast emails offer a more personal connection, helping to build stronger relationships with customers over time. This approach allows businesses to create meaningful communication and nurture loyalty. The key to success is matching the right method to the campaign's goals, audience and timing, ensuring that each channel effectively serves its purpose.