QR Codes are one of the top marketing tools used by leading companies and marketers. It is an effective solution to help you boost your marketing campaigns. Quick response (QR) codes are especially useful for direct marketers and can even be considered a “lifeline” for them. These 2-dimensional  QR codes contain data that is not visible to the human eye. The data can only be read by QR code scanners and smartphones.

Using QR codes in direct marketing

QR codes are easy to generate and print; you can also embed them on your direct mail. They have the capacity to contain a higher amount of data than barcodes, making them ideal for direct marketers to convey important promotional messages to prospective customers. Their popularity is constantly rising and you can even see them on billboards, business cards, scarves, and other unconventional places. It is closely linked with direct mail marketing and here are some of the ways they can be used:

To share data

You have plenty of room to embed certain information that you want to share with your target audience because a QR code can contain over 4000 characters. Details like the contact information of a sales representative, information about the product, events, maps to your store, etc. are some of the commonly embedded information in QR codes.

To make offline experiences more exciting

Most of the time, QR codes contain URLs that can direct customers to specific landing pages. This gives prospective customers an interactive experience that can interest them to buy your products. Some landing pages contain more information, while others contain personalized response pages like PURLs. You can even direct them to a webpage where they can view a product demo or an advertising video.

To generate more sales

QR codes are a great way to provide your customers or target audience with the chance to instantly purchase your products. You can send out a catalog with a QR code that takes them directly to a purchase page, shopping cart, or estimate request form. You can also direct them to an on-screen coupon which can be used in case of store purchases.

To track consumer behavior

Direct marketers always need to keep themselves updated on the current mindset of consumers. This helps them devise new ways to market products and services more effectively. QR codes can help marketers in comparing the success level of different advertising channels. This is easy to do because online purchases and webpage visits can be traced back to the original code.

With constant development in the ways to market your products or reach your customers, many tools and technologies are left out and ignored after just a few months. The use of Quick Response codes or QR codes in marketing had earlier decreased but is slowly gaining more popularity now. Although large corporations in mainstream marketing have been using this tool since it was first introduced a few years back, small businesses and emerging businesses are also realizing the value of this innovative marketing tool. This technology lives up to its name, as it can give you a quick response for your marketing campaigns.

5 essential steps to start

Starting a marketing campaign using QR codes is not an easy task as it requires you to complete several steps. Here are 5 essential steps to help you begin a smooth and successful QR code marketing:

Step 1:

Determine where you want to put up the code for scanning. For your marketing venture to succeed, you will need to choose a location that is easily accessible to prospective customers. Putting up a poster with a QR code on your storefront is a good way to attract different types of people. The code will be easy to notice, and interested individuals can simply walk in to your store to find out more about your offer. You can even put it on your direct mail pieces or on your products.

Step 2:

Decide on what you want to convey to your customers. Once your prospects get to the web page you want them to visit, what do you want them to do further? Do you want to give them something or do you want to collect their email addresses?

Step 3:

There are several companies and websites that offer services for QR code creation. If you need help in marketing the code, it is best to consult an agency that has some experience in the field. Try agencies which are the leaders in print services and QR code creation.

Step 4:

The next step is to brand and market your QR code. Keep in mind that you want to get the attention of your customers and influence them to take action.

Step 5:

Make sure when you create your code, there is a possibility for you to track or analyze your progress. There are several tools that even give you real-time reports on how many people are using your QR code. This is a great way to see just how effective your marketing campaigns are.

Direct mail is an essential tool in improving the results of your marketing campaigns. Although many businesses have gained a considerable amount of profit from this channel, some are still struggling to gain more responses from their target audiences. This is mainly because they are not applying it in a way that grabs the attention and interest of consumers. Let’s give you some tips on how you can improve the number of responses you get for your direct mail marketing campaign.

Selecting your target audience wisely

Direct mail marketing is often confused with general advertising. This is one of the first mistakes that many people make when using this marketing channel. You cannot just send your pieces out to whoever is in your mailing list. You need to select your target audience depending on how likely they are to show interest in your product. This is mostly done based on who they are and what they have done or purchased in the past. If the information is not available, you might have to solely rely on the demographic factors, such as age, gender, profession, income, etc.

What you can do is combine the data you have collected from this process, and then compare it with the records of your most responsive customers. This can help you select your target audience based on the similarity of their demographic characteristics with that of your best customers.

Selling your offer

Your main goal is to get your audience interested in the product you are selling. To do this, you need to give them a solid reason that compels them to respond. The offer has to be something that benefits your audience in some way. Otherwise, they will be unable to see why they should buy from you instead of your rival company.

Remember to give your target audience a sense of urgency by setting a deadline. You can either limit the number of available items or limit the time. Avoid trying to sell two things at once and draw their focus on the offer made by your company. Your readers are most likely to notice your offer when you place it on the outer envelope. You can also place it in your P.S, in the letter as an opener or closer, and in other powerful locations.

Keep your tone friendly and understandable because formal languages and jargons can “scare” away your prospects. When creating the design of your mail pieces, keep in mind that your objective is to sell and to be remembered. Focus on using persuasive copies instead to wasting time creating an original design.

We all know that any marketing campaign requires some time to yield significant results. Advertising channels like direct mail may be effective in generating sales but if they are not used strategically, they might not give you a substantial amount of profit. However, there are a few ways to improve your sales and increase the returns from your direct mail marketing efforts. Here are some great ways to start getting your desired results from the direct mail you have sent out.

Improving your content

Direct mail marketing uses the same concepts as online marketing. You might do everything you can to make your mail look fancy or attractive, but there are some key elements you must include in every mailing. Firstly, your headline should be able to grab the attention of your prospects. Make it descriptive but interesting, without revealing all the information you want to convey. Next, be sure to give your audience a solid offer they can’t refuse. Don’t embellish the details too much because it may seem untruthful.

Your mail pieces should contain a brief and clear message about why people should buy your product. To gain their interest in the product, focus the content on how your offer can help them. Try to mention the benefits in bullet-points or numberings to make sure the audience understands your offer. Always make sure to include a deadline for the offer but do not invent a false expiration date. This will prompt your audience to take an action. Keep your call to action clear and concise, so that your prospects can know exactly what you want them to do.

When you include discount codes in the form of QR codes, make sure it is possible for you to track them. This way, you can monitor the effectiveness of your direct mail marketing campaigns. If your company has a website, remember to add its URL so as to direct your audience to a specific landing page. Most people respond better to images than texts, so try to use as many visual details as possible. However, keep in mind not to clutter up your mail pieces; just keep them minimalistic and interesting.

Additional tips

Sending out hundreds of direct mail pieces may yield some results, but all those pieces need to be sent out to the right kind of audience. Try to keep your mailing list organized and make sure it is of high quality. You can include PURLs of your Facebook fan page or your Twitter profile page, so that your audience can easily “like” or “follow” you.