Direct mail has long been a mainstay of small and medium sized business marketing strategies.Direct mail offers combined with QR codes equals a piece of mail in one hand and a phone in the other enticing a call to action. A quick scan allows customers to instantly connect with a company.
A Forbes study reported that, “More consumers crave instant information, responses and updates via their various devices.” Not only will an audience be more responsive through the use of QR codes, tracking customer activity can be easily performed.
The most beneficial attribute of QR codes is their interactive capabilities. However, while the number of people with smartphones and tablets are growing daily, it is a good idea to include a website address for those without smart devices. With the incredible amounts of spam, computer viruses, and identity theft it is evident why at this point in time people are less skeptical of physical mail offers. A mobile engagement has the opportunity to deliver a highly integrated marketing experience. According to eMarketer 41% of smart phone owners have scanned QR codes to get more information about a company.
QR codes excel as branding tools. For example, a company can have a mail advertisement with a QR code for perfumes. By scanning the code and showing it at a department store the consumer gets a small sample. This eliminates the expense of mass mailing fragrance samplers as part of a mail piece – many folks will not try them. Use of a QR code is far more economical.
Quick Response codes are environmentally friendly. A sharp direct mail piece with a QR code will direct consumers to the Internet where they can view your catalog. This saves printing expenses for your business. More importantly, tracking the codes enables businesses to see how many clicks comes from a direct mailer in one area versus another, how many scans were received, the conversion rate of each scan, and where the user scanned the code from. This allows a business to track which ads work best through analytical review.
QR codes and direct mail transforms direct mail advertising into “smart” advertising. By studying the analytics of initial QR code campaigns, a business can sharpen their focus and target consumers with proven marketing strategies.