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Engage Your Envelopes in Multi-Channel Marketing

QR codes and your direct mail envelopes.

A QR Code is a type of “Quick Response” 2D barcode that encodes information into a small square that’s quickly and easily scanned by smartphones. Highly popular in Asia and Europe, they’re increasingly used in the U.S. as smartphone ownership grows rapidly.

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QR Codes can be added to your outer envelope, reply envelope, and other direct mail components, as well as posters, ads, product packaging, business cards, point-of-purchase signs, and almost anything else that applies ink to a relatively flat surface. QR Codes give consumers a way to take immediate action that links them to a relevant online experience. It could be a personalized web landing page, a video demonstration, or more in-depth product information. QR Codes give marketers a unique opportunity to enhance consumer relationships by providing additional content beyond ink-on-paper. The key to using QR Codes is to make the pay-off for scanning both interesting and relevant. Don’t just send consumers to your website home page. For example, how about including a QR Code on a direct mail outer envelope? Once scanned, it could link the reader to an engaging product video or a special mobile e-commerce page ready with offer details, coupons, or even an instant “add-to-my-wish-list.”

Interested in using QR codes? Follow these best practices:

  • Always let your audience know what to expect as a result of scanning the code. Give people a relevant incentive for scanning that’s integrated with the rest of your campaign message.
  • Because QR codes are still relatively new in the U.S. Market, show or tell the reader how to scan the code (“Scan this QR code with your smart phone”).
  • Size your QR Code to at least 1” square for most uses. Don’t go below 3/4” square, in any case.
  • If you have a long URL, shorten it. Long URLs create more complex codes that are difficult to scan quickly. There are a number of sites on the web that offer this shortening function, including Google’s goo.gl/
  • Codes in black on a white background scan best. High contrast is essential.
  • Make sure the destination is mobile friendly. You don’t want to link someone to a web page that doesn’t read well on a mobile device.
  • Test, test and retest barcode functionality with various smartphones and scanner apps to make sure everything works as intended.
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