What QR codes accomplish in direct mail
Direct mail is a cornerstone avenue of the marketing industry. Still, no matter how strong direct mail is on its own, it can still benefit from a technological infusion that can further enhance the marketing message. Not only can QR codes accomplish these following three things in direct mail, but other advancements in technology like address verification software can eliminate error mailings.
First, QR codes can provide a supplementary forum for company, product or brand information. Marketers make it a point to keep direct mail clean and concise for good reason: The more cluttered and jam-packed the marketing, the less likely a consumer is to respond or act. QR codes can further inform and educate a recipient through an interactive means that preserves the intent of the direct mail, while also building upon it.
QR codes also provide a valuable method for tracking direct mail statistics that will become hugely important in measuring the effectiveness of a campaign. Chief among their functions as a measurement, QR codes act as a tracking system that can tally response rates.
The most important task that QR codes can accomplish that direct mail cannot is consolidating a marketing campaign's social component. It's rather hard with direct mail alone, but integrating QR codes can easily make content shareable across social platforms that are hugely important in modern marketing.