QR codes Direct mail is an effective way to reach prospects and customers. But, we have to admit that both customers and prospects are becoming more mobile, and therefore digital content is becoming more important. QR codes are simple 2D barcodes that can be scanned by a smartphone or tablet to create a bridge between direct mail and digital content. To be effective, QR codes need to be easy to scan, so make sure that you leave room for the barcode.
Your direct mail is already in your customers' hands, which means you have their attention. It's the perfect opportunity to encourage further engagement by using a QR code to invite them to connect with digital content. You want your QR code to work for you—simply linking to your homepage isn't enough. Your code needs to offer something valuable to your customers/prospects that will catch their interest and encourage them to get in touch, make a purchase, sign up for information or come back for more. Here are five examples of ways you can use QR Codes to add value for your customers/prospects:
Link to exclusive or time-limited content.
Provide specific information about you, your products, or services.
Connect your customers/prospects with media such as a video or gallery.
Direct your customers/prospects to a landing page, email sign up form, or even dial a phone number.
Send out special offers such as coupons or discounts
PURLs / GURLs Using personalized URLs (PURLs) helps push direct mail recipients to a unique landing page on your website for your offer. With PURLs we can see who has visited a landing page and who hasn’t. Based on the recipient’s response we can then trigger appropriate follow up emails and launch online advertisements to further communicate. PURLs are a fantastic way to measure the impact of a direct mail campaign and bring another dimension of analytics and follow up useful for both prospects and existing client communications.
Call Tracking Numbers Use a different phone number for each of your traditional marketing campaigns to track how many calls come in. These phone numbers simply forward any calls to your main phone number, but in the process capture information about the location of your callers and their call duration. Often times prospects are much more likely to pick up the phone rather than submit information through a website form, so using call tracking numbers can clarify the true impact of your marketing campaign.
Landing Pages Don’t just direct visitors to your website homepage, get them to a relevant landing page that is designed to convert them into customers! Landing pages can be built for any campaign and provide an additional layer of analytics and lead attribution.