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Direct mailers should leverage QR codes for campaigns

With growing competition from online and digital media alternatives, direct mail marketing professionals are looking for new ways in which they can maintain the "directness" of mail while also leveraging new technology, such as address validation and mailing software.

A good example of this trend is the growing popularity of quick response codes, which are small barcodes that can be placed on print items and scanned by a smartphone to receive additional information.

Mitsubishi Electric is one company that understands how this innovation can be merged with traditional media. The Japanese tech company labeled direct mail brochures with QR codes to deliver supplemental information, including interactive display ads that could be customized to a consumer's location, according to Direct Marketing News.

"We can't directly sell to the consumer, but we can provide the tools and needs for these contractors to answer any questions or objections and make the sale in the home," Gabriel Weiss, manager of interactive marketing at Mitsubishi Electric, told the source.

Weiss added that they can then track the data to determine which tags are getting the most clicks from which mailings.