If you had not taken advantage of the U.S. Postal Service’s summer promotion last year, then you can try it this year. Yes, the USPS will be running another summer QR code promo and promises that this time around, it will be more refined and more meaningful.
For those not familiar with it, the USPS QR Code Promotion provides for a small discount for any advertising mail that carries a quick response code. We have previously written about this promotional campaign here: http://beqrious.com/qr-codes-for-tennessee-transportation-department-and-usps/
In July and August 2011, the USPS offered a 3% discount on Standard Mail and First-Class Mail, seeing business or advertising mail senders scrambling to add QR codes to their mails. For this year’s campaign, however, the discount is likely to go down at 2%.
But aside from the difference in discount rate, USPS promises to make the campaign “more refined” by implementing stricter requirements when it comes to the online content that the QR codes are being linked to. The USPS will now require for the QR codes to take scanners to a something relevant or meaningful.
What brought this about?
Last year’s campaign proved to be very successful, with one-third of the number of mailers adding QR codes to their mailpieces. However, industry observers had found that a significant number of the accompanying QR codes did not link to anything worth the scan. In short, most of the codes were irrelevant and meaningless.
This means that USPS will now be requiring QR codes to link to mobile-optimized websites that offer relevant information that’s related to the mailpiece.
With this QR code campaign, USPS hopes to show businesses, advertisers and customers that mobile code solutions can add exciting value to mail and can build capabilities, and in the process stimulate QR code technology as well as better engage consumers.
The particulars of this year’s QR code campaign still remain subject to the Postal Regulatory Commission’s approval.
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