Including QR codes on your direct mail messages not only increases the recipients engagement with your brand’s message, but it also allows you to better track your mailing’s success.  QR codes can increase engagement and your response rate, but there are certain tips to follow that help to ensure your QR code and your mailer’s success. Today we are going to discuss some of the most effective ways to utilize QR codes  in your marketing mix.

Mobile-friendly Landing Pages. Desktop landing pages are not only harder to read on a small mobile-screen, but they also take a lot longer to load and when your average user will only wait about five seconds for your page to load before moving onto another website, mobile-friendly pages become all-the-more important.

Track Your Scans. In marketing, measurement is one of the most valuable tools for a marketer.  It can tell you how to best spend your money and what touch points are most successful at reaching your target audience.  QR codes allow you to track how many people scan, where they are scanning from, what they click on and how long they spend with each piece of digital content.

Understand what your consumer expects from your brand’s message. As we stated above, measurement is key, but not only because it tells you how to reach your audience, but also because it can help you decide what your audience is most interested in. By understanding what your audience is interested in, you can create more personalized messages in the future and ultimately see a higher return on investment.

By including mobile-friendly pages, understanding your audience and tracking and measuring your campaign, you’re more likely to see a higher return on your investment and ultimately an increase in sales.  

Timothy Freeman
President
Print & Graphic Communications Association