QR codes drive consumer engagement
Customer engagement has always been a priority for direct mail marketers. Many businesses also have advancements in marketing technology to thank for new engagement tactics that mean big success for campaigns. A new study cites QR codes as a key agent to consumer engagement, yet QR codes are rendered useless if businesses don't use address verification software to ensure mail deliverability.
According to ScanLife, mail recipients who scan QR codes show a high interest in the product or service. That level of interest also helps marketers understand how QR codes can lead the customer along the sales chain - 62 percent of QR scans converted to further consumer engagement in the purchase process. Overall, 95 percent of scans spurred some kind of action, such as contacting a business.
The study also noted consumers showed a preference for utilizing QR codes embedded in physical media, like print ads and direct mail.
Additionally, the ability for QR codes to help the marketers is twofold. Not only are they efficient drivers of engagement, but they can also help direct mail senders save money. One of the promotions the U.S. Postal Service plans to run in 2013 will be the mobile coupon/click-to-call promotion. The special will give mail senders a postage discount for direct mail that makes use of mobile technology, including QR codes. The special will run from April 1 to March 30 of next year.