SMS Keyword vs. QR Code for SMS Opt-in

3 replies
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Hello!

We are testing direct mail as a way to retarget past purchasers who never signed up for SMS marketing. The CTA will be to sign-up for SMS marketing and claim a discount code, however, we’re debating whether to use 1. QR code for opt-ins or 2. text a keyword. Has anyone run a test to see what drives more opt-ins?

Thanks!

List growth & forms

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TJ MapesAnswer

2025 Champion

Hey there, thanks for the comment. I’m with Zac on this one. Both methods may be familiar to people in 2025, but I interact with QR codes more and more each year, especially as they’re built into most phone’s camera natively now. I’m not sure I’ve ever sent a response to a number, let alone a NON short code number (toll free for example). You could run a test with two creatives, or like mentioned, just include both options.

zacfromson

2025 Champion

Hi there - thanks for your question in the community. This is can case by case based on your audience but, here is what I have seen.

In most cases, QR codes have been my best bet. No typing required, just scan and tap. If you’re targeting a younger, tech-savvy audience QR codes will win since they prefer a seamless process. If you are targeting an older demographic SMS keywords are a safer bet. If possible, use both in combination. This gives users both options so they can choose their preferred method.

Zac Fromson | Co Founder @ Lilo Social - a full-funnel ecommerce growth agency | lilosocial.com | 2026 Klaviyo Champion

TJ MapesAnswer

2025 Champion

Hey there, thanks for the comment. I’m with Zac on this one. Both methods may be familiar to people in 2025, but I interact with QR codes more and more each year, especially as they’re built into most phone’s camera natively now. I’m not sure I’ve ever sent a response to a number, let alone a NON short code number (toll free for example). You could run a test with two creatives, or like mentioned, just include both options.

M

MadelenaAuthor

Contributor I

Thank you @zacfromson and @TJ Mapes . I think you are right that including both options might be our best bet. Appreciate the reply!

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