To QR Code or Not to QR Code?
Does a QR Code add value to direct mail? Well, yes it can. However, before you go put a QR Code on every direct mail piece you send out, let’s discuss what works and what does not. Before you even start down the path of adding QR Codes, what are you trying to do? Why would a QR Code help you do it? If your answer is because you think you should, well, you better rethink that.
When to use a QR Code on direct mail:
- Drive online engagement
- Facilitate a phone call
- Provide a coupon
- Provide access to additional information
- Place an order
If you are placing a QR Code on a direct mail piece and it is not doing one of the four things above, is it really benefiting the recipient? What is in it for them to scan it? When you are planning out your QR Codes, make sure to look at it for the recipient’s perspective. QR Codes have good scan rates when used correctly. Another thing to consider when designing your QR Code is to have a little fun with it. You can use color as well as an image or logo to make it stand out.
- Instructions: Always include instructions on how to scan and why the recipient should scan it.
- Buffer Zone: Include 1/16 inch of white space around the QR Code
- Size: For direct mail, keep your QR Code between a ½ inch and 1 ½ inches for easy scanning and placement
- Small URLs: Use a URL shortener to keep scanning time short.
- Mobile Landing Pages: Since the user is going to be using a mobile device to access your content make sure that the landing page is setup for mobile use including the checkout page.
- Test It: Scan the code in all different types of lighting and using many different mobile devices as well as scanning apps. You want to spot problems before recipients get them.
QR Codes will not be right for everyone. Look at who your recipients are, not just what you want to do. Sometimes they may surprise you, so test one out with a good offer and see what response you get. Many times QR Codes are used in conjunction with PURLs, that way you are providing two ways for them to access the landing page. They can scan the code or type in the URL. This also gives you a chance to see who prefers what method. You can use this information for future mailings.
Your mail service provider can work with you to create a mail piece that incorporates both QR Codes and PURLs. They can also help you with tracking. Compiling reports for your mail delivery dates, QR Code scans and landing page hits are easy and extremely helpful. It’s time to create your direct mail with QR Codes and track your results.
A blog about Direct Mail Marketing, tips, tricks and what not to do.Summer Gould is President of Eye/Comm Inc. Summer has spent her 27 year career helping clients achieve better marketing results. She has served as a panel speaker for the Association of Marketing Service Providers conferences. She is active in several industry organizations and she is a board member for Printing Industries Association San Diego, as well as a board member for Mailing Systems Management Association of San Diego. You can find her at Eye/Comm Inc’s website: eyecomm.org, email: firstname.lastname@example.org, on LinkedIn, or on Twitter @sumgould.