QR Codes Can Make Your Direct Mail More Effective
Direct mail is an effective way to reach prospects and customers. But, we have to admit that both customers and prospects are becoming more mobile, and therefore digital content is becoming more important. QR codes are simple 2D barcodes that can be scanned by a smartphone or tablet to create a bridge between direct mail and digital content. To be effective, QR codes need to be easy to scan, so make sure that you leave room for the barcode.
Your direct mail is already in your customers' hands, which means you have their attention. It's the perfect opportunity to encourage further engagement by using a QR code to invite them to connect with digital content. You want your QR code to work for you—simply linking to your homepage isn't enough. Your code needs to offer something valuable to your customers/prospects that will catch their interest and encourage them to get in touch, make a purchase, sign up for information or come back for more.
Here are five examples of ways you can use QR Codes to add value for your customers/prospects:
- Link to exclusive or time-limited content.
- Provide specific information about you, your products, or services.
- Connect your customers/prospects with media such as a video or gallery.
- Direct your customers/prospects to a landing page, email sign up form, or even dial a phone number.
- Send out special offers such as coupons or discounts.
As with any kind of marketing campaign, there are do's and don'ts of using QR codes. Knowing them will help you make the most of your QR codes. Check out four of each listed below.
QR Code Do's:
- Offer An Incentive to Scan
QR codes are a fast and easy, but people still need a good reason to grab their phone and scan your code. Make sure scanning the code is worth their while by offering them information or an offer they won't want to miss.
- Make Your Destination Mobile Friendly
When scanning customers/prospects will need to use their smartphone or tablet, so make sure the place they're headed to is optimized for mobile viewing. If you don't, they'll click away and your opportunity will be lost.
- Include a Call to Action
Treat your QR code as you would any marketing materials, with a clear call to action that lets your customer/prospect know what they should do next, and why. Tell them why they should scan your QR code, for example "scan here to receive your free gift" or "scan to watch our two minute marketing 101 video."
- Test It
Just like everything else you send out, your QR code tells your customer something about your business. That means that as well as offering value and being convenient to use, the QR code destination needs to work, too. Make sure it's tested for functionality, quality, and mobile compatibility before you send it out to your customers.
QR Code Don'ts:
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.