Just a day after the nation celebrated its independence, direct marketers were back at their keyboards figuring out the mysteries of a popular 2D code.
“Quick Response Thursdays: QR Codes in Direct Mail, a New Discussion” kicked off with a prompt from Alexander Schwartz, moderator of the weekly QR Code discussion in Integrated Marketing Mix.
“The Postal Service is making a huge push this summer to keep direct mail—and themselves—relevant by offering marketers a 2 percent discount if they include a QR Code that directs customers to a mobile site,” Schwartz writes. “Obviously, what’s good for direct mail marketers is good for USPS, and they realize that QR Codes could potentially play a big role in their business for years to come. How do you see this playing out for the Postal Service? Share with us an example of your favorite direct mail piece that incorporates a QR Code.”
Group member Tim McKinnon gave the USPS a C-minus for the effort, because it rules out too many response mechanisms—including video, audio and coupon options.
Group member Robert W. Bell is optimistic, however, saying his business sees increased scanning during these postal deals.
So far, though, no one’s provided an example of a great direct mail-to-mobile campaign. Do you have one to share?