During the [1] November 2025 marketing review, one-pagers were approved for distribution by Mike Stebbins. The discussion surfaced a broader tracking strategy: embedding unique QR codes to attribute leads to specific sources, and A/B testing email delivery methods to maximize engagement.
This article captures the decisions made and the open questions around extending QR tracking to direct mail.
Two one-pagers were reviewed and approved for Mike's use:
Wade Zirkle does not require copies — distribution is Mike-only. Melissa Cusumano committed to sending the finalized versions to Mike immediately after the call for a final review before use.
Each one-pager was assigned a unique QR code to enable source tracking. The goal is to distinguish leads by:
Current capability: QR codes can identify the state a scan originated from, but cannot narrow down to the individual recipient without per-piece unique codes.
Mike raised the idea of assigning a unique QR code to each individual direct mail piece, so that repeated visits from a single address could be identified as high-intent signals.
"If someone's gone to that site five times, then I feel like there's some intent behind that." — Mike Stebbins
Challenges identified:
- Generating unique codes at scale (potentially thousands) is a significant operational lift
- Printing logistics: unique codes would require switching the black printing plate per piece, similar to how recipient names are already personalized
- Cost is unknown — Melissa to obtain a quote from the print vendor
Action item: Melissa will get a cost estimate for per-piece unique QR codes on direct mailers.
Wade raised the question of whether one-pagers should be sent as email attachments or as links (e.g., hosted on the BluePoint domain or within HubSpot).
| Method | Pros | Cons |
|---|---|---|
| Attachment | Immediate access, no extra click | Bulky, clutters recipient's desktop, harder to track opens |
| Hosted link (website or HubSpot) | Drives domain traffic, trackable clicks/downloads | Extra step for recipient |
Melissa noted that assets hosted within HubSpot's file library can be tracked — the platform records whether a contact has downloaded or clicked through to the file. This provides engagement data without requiring the file to live on the public website.
Hosting on the BluePoint domain (e.g., bluepointatm.com/reverse-atm-one-pager) was also discussed as a way to generate additional domain traffic with a mild SEO benefit.
No final method was selected. The team agreed to A/B test both approaches — attachment vs. link — and evaluate which drives higher open and click-through rates before standardizing.
Action item: Research best practices or existing data on attachment vs. link engagement in B2B email; Mark Hope may have relevant experience to shortcut this.
Melissa referenced an existing client setup where sales collateral is hosted in a structured HubSpot-connected resource library, allowing tracking of which reps download which assets. This level of infrastructure was noted as more than BluePoint currently needs, but the underlying capability (file tracking via HubSpot) is available and worth leveraging for one-pager distribution.