This online interaction can be tracked, making it easier to measure in terms of campaign ROI. The text PURL can, of course, be put on a direct mail piece in conjunction with a QR code, allowing recipients to manually type it into a Web browser if they don't have smartphones or would rather engage from a computer.
3. Incorporate Email and Text Messaging
Email and SMS text messaging can also be integrated into multitouch marketing campaigns with QR codes. For example, consumers receiving a direct mail piece that contains a QR Code could be immediately linked to a microsite. Then, shortly after the visiting the microsite, they receive an email or SMS text response thanking them for visiting the site. Based on information they chose to share while at the microsite, they may receive additional direct mail pieces, text or social media notifications following up on the products or services they expressed interest in.
4. Intelligent Mail Tracking
QR Codes can also help marketers track helpful information for their campaigns. As with any PURL, marketers can analyze which QR codes are being scanned the most to determine what offers are working best. Unlike most PURLs, marketers can also track which geographical area they are being scanned in. All of this information can help develop the next campaign.
Additionally, intelligent mail tracking available through the USPS's CONFIRM enables marketers to electronically determine the progress of their mailings through the postal system. Delivery alerts then make it possible for a marketer to notify customers via email or a text message to expect a personalized package in the mail, sparking curiosity.
5. Convincing First-Timers
A point of caution: While use of QR Codes is on the rise, there still may be a level of unfamiliarity within your target audience. When including a QR code as a call-to-action on a direct mail piece, provide brief, easy-to-understand directions of how to use it. Consider including a URL where users can download a QR code-reader for their phones. Also give consumers a good reason to scan the code. The printed direct mail piece will certainly carry information, but the code can enhance that by taking people to a video where they can watch case studies or see a demonstration.