Address verification essential when using QR codes on direct mail
Direct mail continues to be the foundation of marketing campaigns and those who incorporate QR codes into mail pieces have seen the emerging technology help in boosting response rates. Featuring QR codes on mailing pieces is a great idea for driving sales, but without address verification software, targeted customers might not receive the material. This notion was recently best exemplified in a post by blogger Heidi Tolliver-Walker of The Digital Nirvana. In it, she wrote about her personal experience with QR codes, saying she would have looked more favorably on the company utilizing the method if they had not sent the advertisement to the wrong person - specifically, her.
QR codes allow consumers to scan the unique barcode through their phone that then sends them directly to the organization's website, where they can purchase products or even speak to a company representative. QR codes offer businesses the ability to tie in traditional print marketing with the virtual world, which leads to immediate engagement from consumers and helps to generate sales in the process.
According to a report by Nellymoser, a publishing resource, mail pieces with digital codes experienced higher response rates, averaging 6.4 percent compared to 4.4 percent when employing the strategy on mailing materials.
However, Walker points out that while the QR code she received was well done and drove her to become interested in the company, the mail was not addressed to her but to a previous occupant. Walker suggests companies invest in QR codes after they have also utilized address standardization software and include QR codes that allow customers to also update their contact information and preferences.
Linking traditional marketing initiatives, such as direct mail, with the digital world is a great idea for businesses to adopt. Companies should remember to employ address verification software, however, to make sure the mailing pieces get to the correct customer.