Digital technology has become integrated into most aspects of our lives, and direct mail is no exception. As a result, the modern consumer expects interactive marketing that provides easy access to information and the ability to quickly take action that the digital world provides. A postcard with a QR code can help effectively blend the benefits of both offline and online marketing for direct mail.
QR code use rose dramatically in 2020 in response to the Covid pandemic, and they continue to grow in popularity as both businesses and consumers realize their benefits. Globally, QR code scans quadrupled in 2022 and the US has the highest QR code use rate.
This quick guide will explain how QR codes blend offline and online marketing, increase customer engagement, provide valuable customer data, and boost the success of direct mail campaigns.
How To Set Up And Use QR Codes For Direct Mail
“QR” stands for “Quick Response.” These QR codes are essentially advanced barcodes that can store a lot of information and are accessible using a smartphone’s camera feature. QR codes are incredibly easy to set up and use. The general process involves 3 steps:
- Create a landing page for what consumers will see upon scanning the code
- Generate a QR code
- Link the URL for the landing page to the QR code
There are many free QR code generators online that will create a QR code linked to the URL you enter. This can typically be done all in the same software. Some generators can even create codes in a variety of colors, shapes, unique patterns, and include your logo.
After it has been generated, you can print the QR code on envelopes, postcards, or any direct mail marketing materials to engage consumers and give them a direct link to information and/or services.
Use Direct Mail QR Codes To Engage Your Target Market
QR codes are action-oriented, and you can use them to better engage your target market. Codes can be linked to practically any digital location. Scanning the code can allow your customer to:
- Place an order
- Collect a special digital coupon
- Add events to calendars
- Follow a social media page
- Set pins in navigation apps
- Enroll in a rewards plan
- Schedule an appointment or service
- Leave customer feedback or reviews
- Contact your business
To create effective direct mail QR codes, be creative in how you engage with consumers and provide real value. If consumers don’t get value from scanning, why would they engage? A code that simply links to your business homepage doesn’t provide an incentive to engage with your business. Provide access to an exclusive online sale available only with the QR code. Offer previous customers a 10% off coupon if they follow the link and leave a review.
Don’t forget to pair your QR code with a compelling call to action!
Postcard with QR Code Delivers Customer Data That Aids Marketing
A postcard with a QR code not only adds value and convenience for customers but also provides valuable customer data that aids marketing efforts. When generating a QR code, there is a choice between static and dynamic codes. Dynamic QR codes are best for business purposes because they can be edited at any time and they provide more data.
When consumers scan a postcard QR code, it lets you know:
- Device type
- Number of scans
With strictly offline marketing, you can estimate the reach and engagement levels of direct mail, but the addition of QR codes gives you more accurate data. This allows you to see how effective a given campaign is within specifically targeted locations.
There are additional services that can provide even more consumer data such as demographics, contact information, and order history. A QR code can also be used to gather additional data by directing customers to landing pages where they fill out forms to redeem coupons or join rewards programs.
Data provided by QR codes can assist with lead generation, optimizing marketing campaigns, and improving ROI for your marketing efforts.
Blend Online & Offline Marketing With QR Code
Not only is QR code direct mail cost-effective, but it blends offline and online marketing methods, increasing the efficiency and success of marketing campaigns. For example, you can create special online offers that are only available with the postcard QR code, utilizing both online and offline methods.
Businesses in any industry can use QR codes to:
- Increase brand visibility and website traffic
- Supply additional information on your offerings (outside the limited space of the direct mail postcard)
- Direct consumers to specific webpages
- Provide easy and quick access to your offerings
This blended marketing method also offers users value and the convenience of interacting with your product or service on their personal device.