Mobile & Direct Mail: Decipher the Code
As marketers have parted ways with older response mechanisms like business reply cards in favor of landing pages and PURLs, the industry is once again eager to experiment and embrace the newest tactic to drive response rates—QR Codes. True to their name, QR Codes are designed to deliver quick response and interactive engagement.
Consider these five points to maximize QR Code performance in your next campaign and integrate them into your overall marketing mix.
1. Strategic Placement
In most direct mail strategies, a core message must be conveyed before requesting a target to take action. Marketers often have to build the need for the product/service or educate the audience around the advantages of buying what they are selling before getting them to even listen, much less act. Consider placing QR Codes in key locations after giving the target a compelling reason to respond.
Rather than placing the QR Code on the outer envelope or mailer panels, use visuals and messaging to tease and drive the target to delve deeper and open the piece. Once they are given strong reasons to learn more and head down the path to purchase, that is the time to prompt action with a QR Code. Codes should not detract from key messaging or interrupt learning, but instead enhance the audience's experience and move them into the next stage of the buying cycle.
Caveat: If your messaging is an urgency-building, "last chance" reminder, or if it's being delivered in a simple postcard format, placement on the exterior is appropriate. Having the QR Code on the outside in these instances provides a quick and easy way for the target to respond.
2. Compelling Context
The novelty of QR Codes has certainly worn off. Consumers and business decision-makers are not going to scan your code just because it is there. Like any call to action, the goal is to have the target audience find value in what you are offering and be compelled immediately to act. Messaging should convey that there is real value to be had, and upon further review, they will find an advantage to adding your brand to their consideration set for goods/services.