A Complete Guide To: QR Codes + Direct Mail
What are they?
You may have seen QR codes beginning to appear on Direct Mail Pieces, but had no idea what they are. A QR Code (Quick Response Code) contains a URL (Specific Web address), which is something mobile devices can read. A free application can be installed onto your phone, enabling you to scan the code. Once scanned you are immediately taken to the URL assigned to that QR Code.
The two-dimensional bar codes have been making their presence felt in our weekly shop, on magazines, billboards, catalogues and in pretty much any form of Advertising. In fact a recent survey was carried out in which more than 5,000 consumers were questioned based on their use of QR Codes. The results of this showed that 15% of all consumers reported to have responded a QR Code. That figure rises to 27% among 18-34 year olds – A figure to note if you are considering mailing to a younger demographic.
According to the Direct Marketing Association, typical QR Code response rates are 4.4% for direct mail, 4.3% for catalogues and 3.9% for letter mailings. However Nellymoser’s study, conducted using their App, found that average response rates, from mobile action codes, were higher with responses ranging from 4.5% to 5.9%.
So how can they improve your Direct Mail campaign?
Remember to include a QR code on any free gift or promotional offer that you include in your direct mail pack. Your prospects can keep this and always have a quick reference to your updated site. In fact, QR codes offer one of the best ways to instantly satisfy consumer wants and improve marketing campaign results at the same time.
To see how it works, scan the QR Code below: