QR Codes in Direct Mail Marketing: Track offline campaigns and generate leads

Have you ever received print adverts or postcards with a QR Code on them? Most likely, yes. 

With the rapid adoption of mobile devices, direct mail marketing has also evolved. Modern consumers expect mail advertising to be interactive and entertaining. They want quick responses and immediate access to the necessary information.

Today, a piece of direct mail must unify the offline and online world creating a universal customer experience. How is it possible? A small square barcode, known as a QR Code, is the simplest and easiest way to ensure this.  

Table of Contents

1. QR Codes for marketing campaigns: How it started
2. QR Code marketing is guaranteed to enhance your direct mail campaign
3. Key benefits of using QR Codes in direct mail marketing
4. Ideas to make your direct mail marketing more interactive using QR Codes
5. FAQs

Upon scanning a QR Code in direct marketing material such as postal mail, coupons, adverts, etc., consumers will get a chance to visit your website, navigate to your store location, place an order, or leave a review among other actions. QR Code marketing is a perfect means to bridge the gap between offline mail advertising and online browsing.

Brands and businesses such as PayPal, Taco Bell, L’oreal, Starbucks, and Pepsi already benefit from the use of QR Codes for marketing campaigns. Small businesses and large enterprises regularly distribute thousands of brochures with a scannable QR Code to make them actionable. 

These innovative direct mails make their marketing efforts highly rewarding: first, the actual use of a QR Code, second – the use of direct mail automation for fine-tuning your direct mail marketing and making it more cost-effective. The combination of these two tech solutions will increase your offline conversions and sales.

Continue reading this article to discover the main benefits of QR Codes for direct mail and various ways to fully leverage their functionality.

QR Codes for marketing campaigns: How it started

Before we dive into the tips on effective QR Code direct mail marketing, let’s quickly brush up on what a QR Code is.

A QR Code is a Quick Response Code presented in the form of a matrix barcode on any product, print ad, or other items. You can scan this machine-readable label to obtain information about a certain object. The first QR Code was designed in Japan in 1994 to track the vehicle manufacturing process and has significantly expanded its functionality since then. Now, more than 20 years later, QR Codes are largely used in marketing campaigns to provide quick access to web pages and other resources directly from mobile devices. 

The QR innovations have become even more influential with the increasing impact of Bitcoin. Any business that accepts transactions in this cryptocurrency uses a QR Code. 

Related: Different types of QR Codes: All you need to know

Technology giants also contribute to the development of QR Code marketing. To fully benefit from the potential of QR Codes, they integrate QR scanners into various mobile devices and software. In 2017, Apple released iOS 11 which allowed its users to read QR Codes without installing a separate app. If you own an iPhone, you can just open the camera, point it at the code, and start scanning. Android has also followed suit with Google Lens and incorporated native QR Code scanning in the camera app. This has turned QR Codes into a mass-market direct marketing trend widely implemented in most business fields.

Such changes have inspired companies to use QR Codes for marketing campaigns. While direct mail marketing was a way to reach offline customers in the past, now it can unite offline and online target audiences.

QR Codes are guaranteed to enhance your direct mail marketing campaigns

To better understand why you should switch to QR Code campaigns, let’s imagine a typical direct mail marketing campaign. 

You invest a lot of marketing efforts, manually create a huge mailing list, and painstakingly write the copy for the direct mail. 

This marketing campaign takes a lot of time and budget. You send out the mail expecting a high response rate, but nothing happens. 

The truth is that customers don’t want to spend their time manually typing your URL or waste time cutting out coupons. 

How can you fix it? Try to use modern technologies to make your mail advertising more interactive and automate it. Add a QR Code to your direct mail in a custom postcard builder like Inkit and start a new cost-effective marketing strategy.

Want to know how to choose the best QR Code generator?

Key benefits of using QR Codes in direct mail marketing

QR Codes help track your direct mail marketing campaigns

In case you run several marketing campaigns aimed at different target audiences, you need to find a way to monitor their individual results. Otherwise, you won’t be able to define which marketing strategy contributes to your success or failure. In addition, you won’t know what share of your customers comes from direct mail. Thus, make sure to add a QR Code to your direct mail to track the performance of your direct mail marketing campaigns. You can track QR Code scans and gather analytics data, such as scan rates, conversion rates, and user demographics, to measure the effectiveness of their direct mail campaigns.

DRMG, one of Canada’s leading direct mail companies, uses QR Codes to provide better insights into direct mail campaigns

Make print ad design more sophisticated

QR Codes can help you decrease the amount of text on a piece of direct mail. As a result, you get more space for the design elements. You can also create a custom QR Code for print to attract customer attention and promote your product. QR Codes can be customized to match the branding and design of the direct mail piece, incorporating logos, colors, and other visual elements to maintain consistency.

The majority of modern consumers have no time and intention to read long descriptions and explanations – they just want to solve a problem. QR Code campaigns offer them immediate access to what they need. By scanning a QR Code they can even start a call or send a ready-made email to place an order.

Convert PDFs to QR Codes in a jiffy

Unite offline and online experiences

Brands understand how organic search works and have multiple touchpoints in the user journey with websites, landing pages, stores, and other web pages to promote their services.

As mentioned before, innovative direct mail marketing should tie offline and online customer experiences together. Direct mail pieces featuring QR codes may be part of a broader marketing campaign that includes other channels such as email, social media, or digital advertising, ensuring a consistent message and user experience.

QR Codes can seamlessly guide your customer from direct mail to your mobile site and speed up the decision-making process. You can also guide them towards an instant messaging app; if you sell on WhatsApp or Facebook, this helps your customers interact with your product without much friction. In addition, such an interactive experience will be really memorable to users and help build a positive brand image.

Research your target audience

A deep dive into the target audiences and audience segments can help while building your marketing strategy. 

This can help marketers identify which type of user is most likely to buy the product, audience segments that do buy the product, conversion rates for different types of direct mail, and what works best with A/B testing.

What data can QR Codes help you collect? When users scan the code, the system records the date, time, location, device type, and operating system. Uniqode’s QR Code solution helps you collect this information and more. Make sure to push this data into a CRM to later integrate it with automated mailing software. This lifehack will make your direct mail marketing more cost-effective and organized.

Learn more about trackable QR Codes and gathering audience data here: How to Create a Trackable QR Code and Monitor Scan Data.

5 Ideas to make your direct mail marketing more interactive using QR Codes

Although most companies add QR Codes to mail advertising for quick access to their web pages, dynamic QR Codes boast a much broader functionality. The way you use them will depend solely on your creativity and imagination. This article offers several options that have proven to be a great choice for direct mail marketing. If you have your own ideas, don’t hesitate to share them in the comments below.

#1. Allow customers to place an order

Take a step ahead and bring your customers directly to an order page. In case a print ad includes one or several products, enable users to buy them right away. They will just need to add a few details, confirm the order, and voila! – Everything is ready. You can also use this solution to allow sending an inquiry or template email. Living in a constant rush, modern consumers will definitely appreciate such a mail marketing campaign.

Know more about the best QR Code generator for Businesses.

#2. Share a downloadable coupon

Have you ever met anyone who wouldn’t want to receive a discount? Use your direct mail as a step towards a special offer. For example, ask your customers to scan the QR Code to download a coupon. This will significantly increase your direct mail response rate and make people remember your company.

Related: Create QR Code coupons

#3. Add an event to calendar

This tip can work for those who use direct mail marketing to announce a certain event. Place a QR Code on an event flyer or brochure and encourage users to scan it. After scanning the QR Code, they will be taken to their calendar to automatically add the event. Always make sure to notify users of the purpose of the QR Code. 

Related: Make event organization exciting with QR Codes

#4. Open Google Maps and pinpoint your location

If you are a small local business, direct mail is an effective method to attract more people to your place. Include a customized QR Code on a print ad, to direct users to your facility without extra hassle. They will no longer have to open Google Maps manually to build a route to the location. Customer experience is crucial for your business’s success.

#5. Allow customers to get in touch

Since QR Codes can be scanned by mobile devices without an app, it may be a great solution to use them for making calls. Instead of typing your number, users will just scan the code to start a call. This will both simplify your customer’s life and make your direct mail more interactive. Moreover, you will get a chance to collect additional information about your customers to build a solid client base.

Frequently asked questions about QR Codes in direct mail marketing

1. Can I use a QR Code in direct mail to receive an SMS?

Using an SMS QR Code, you can instantly receive a text message on your desired phone number. Your business can easily configure a phone number and a text message inside a QR Code and include that QR Code in your direct mail material. All customers have to do is scan the code, and hit the send button to send the text message your company wants to receive.

Make sure to clearly communicate the call-to-action (CTA) and the purpose of the text message in your direct mail, so your customers are fully aware of the message they’re sending across.

2. Should you use a QR Code in direct mail marketing?

Absolutely! QR Codes in direct marketing material such as postcards, brochures, letters, etc., can be a great way to bridge the online and offline worlds for your customers. This can eventually result in more conversions and revenue for your business.

Here are a few actions you can drive by using QR Codes in direct mail –

1. Boost traffic to your company’s website.
2. Help customers easily navigate to your store location.
3. Drive app downloads for your brand.
4. Share online coupons for ongoing offers and discounts.
5. Receive customer feedback to improve your services.
6. Share all your social media profiles using a single QR Code.

If you decide to use QR Codes for direct mailer marketing campaigns, choose Uniqode for easy QR Code creation and Inkit to manage the high data volume that needs processing. Inkit completes all routine mailing tasks for you – integrates your CRM data, automates mail printing and delivery, tests your marketing campaigns, and more.

• Author Details

Author Details

Inkit (Inkit.com)

Guest Author , Inkit

Inkit was founded to make creating and automating direct mail as easy as sending an email. Successful Inkit users include marketing pros, sales reps, customer success teams, and other smart people obsessed with customer happiness and retention.

Want to check out our super simple direct mail software yourself? Learn more and set up your account here: https://www.inkit.com

 

http://inkit.com

natalie.diomova@gmail.com