Alone QR codes and direct mail are engaging, but together QR codes and direct mail can be extremely influential.  According to MediaPost Publications, 62 percent of people in the U.S. own a smartphone — and as smartphone users continue to grow, the amount of people who scan and engage with a QR code’s content increases as well.

By integrating your printed messages with QR codes your recipient can seamlessly transition from your printed message to your digital message simply by scanning the code with their phone.  Once a person has scanned your QR code, they become more engaged with your message.

A highly engaged audience is not only more likely to remember and retain your message, but also increases the chances that they’ll take some sort of action immediately — whether they choose to sign up for more information, follow your social sites or even make a purchase directly from their mobile phone, the more engaged your audience, the more likely they will be to respond to your call-to-action.

Your audience will only be engaged with your code’s landing page if you include the right content.  Just as in traditional forms of media, in mobile marketing, content remains king.  When creating your code’s content never forget that ‘you are not your customer.’  This means, just because you think it’s great, does not mean your audience feels the same way – turn to your database or even consumer surveys to truly understand what your customer is expecting when they take the time to scan your brand’s Quick Response code and create a landing page that meets those needs.

QR codes are a tool that help to bridge the gap between your print and your digital messages.  By combining print and digital together you’re increasing the amount of time a person is spending with your brand’s message, which will ultimately increase the number of people who choose to respond to your call-to-action.

Timothy Freeman
President
Print & Graphic Communications Association