QR codes are a great tool not only because it helps you encode a URL, a video and other data behind it enabling you to easily share information with your customers, but because you could easily track it.
How does tracking your QR codes help you as a direct mail marketer? You can create categories for your mailing, for example, by age or by gender. You can then create different kinds of code to deliver customized content for each category. You can then monitor which of these QR codes are scanned. You can just imagine just how powerful the insights you can get from this segmentation tracking. This will also help you come up with better content the next time. If your marketing budget becomes tight in the future, you would know which segments to focus on.
If you want to see which of your recipients are dead ends, you can create a customized QR code for each entry in your mailing list. Those who do not respond to your QR codes would be weeded out after some time.
However, the best way to use QR codes for your direct mailing efforts is to help you get more people added to your list. For example, create a flyer asking for sign ups. Get a QR code on that flyer. Those who scan it will be taken to a special online form that allows them to register to be added to your mailing list. You can also use QR codes affixed to your mailed materials to help your recipients alert friends and colleagues to an online version of your materials. From there, they could opt to receive your marketing materials via mail. Tracking these QR codes could help you find opportunities and locations where it is most effective for you to get more subscribers and expand your mailing list. It could also help you keep track of your customers who are most likely to become an ambassador for your brand.
No matter how you use QR codes in your marketing, always be sure to track and measure your efforts. This is a good way for you to know if your campaigns are succeeding and helps give you valuable insights that you cannot otherwise know.
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