The best way to bring in new clients involves an integrated approach. Often, you need to touch a prospect as many as five times before they become a client to commit. Merging online marketing with direct mail allows you to communicate with your lead across several channels. A perfect example of the marriage between online and offline is the use of QR codes in direct mail.
QR codes are those square barcodes that you see in restaurants, in literature, and even on product packaging. When someone scans them with a smartphone, they are directed to a webpage where they can find information or promotions related to what they need.
When you send a piece of direct mail, it is the perfect opportunity to direct the recipient to your digital content. But it’s not enough to just link to your website; your QR Code should encourage engagement. Catch the eye of your target with a special offer or something of value.
- Use a QR code in a direct mail campaign to provide a discount
- Give your clients a preview of your new Facebook promotion
- Take them to a landing page that elaborates on a small print ad
- Use them to deliver forms or step-by-step instructions for filling out a response card
- Use QR Codes to enroll them in giveaways or webinars
- Link your QR Code to an “Exclusive” YouTube video
Tips for Using QR Codes in Your Marketing Campaign
There are some best practices for getting the most out of QR Codes. First, give people a reason to scan them. Make sure to communicate your incentive clearly on your direct mail piece. Next, make sure that the QR Code takes them to a mobile-friendly destination. QR codes are meant for mobile devices. If you direct them to a website that is not mobile-friendly, then that is a problem. Always test your code before you send it.
Don’t assume that your customers will scan the code without an incentive. Most people will overlook the barcode unless you point it out to them in the mailing and give them a compelling reason to engage. Make sure the code is large enough to scan and that it is easy to access.
Extra Benefits of QR Codes
QR Codes allow you to track customer activity. Mail Manager can help you track your response rates and even test multiple versions of your direct mailing to find that one that resonates best with your clients.
If you need more information about QR Codes or direct mailing campaigns, contact Mail Manager. They manage the direct mail process all the way from start to finish.