QR Codes in Direct Mail

One of the key advantages that email advocates have often touted is the ability to include links in an email message. The links make it easy for recipients to respond—one click and they’re on your website—and for marketers to track the performance of their efforts.

Now, that same advantage has been added to direct mail and printed materials. The mobile barcode—commonly known as a QR code—allows marketers to combine the advantage of the impact of printed pieces and mailers with the immediacy of a built-in response mechanism like a link. A QR code is that little square that looks like a labyrinth that you more often see these days on packaging, store displays and other materials.

When you include a QR code in your direct mail piece, recipients use their smartphones to scan it and be taken immediately to a website, where they can gather more information, compare prices, watch a video and even purchase products and services. And marketers can use the data from the QR code to track which designs, techniques and offers worked best to spur customers to action.

What better reason could you have to give it a try? The odds are you’ll find that customers—especially younger ones—are very much in tune with QR codes and will be eager to learn more about your product or service.