QR codes didn’t single-handedly save direct mail campaigns, and they certainly won’t singlehandedly save yours. You’re going to need more than just a strip of barcode on your mail pieces to make the direct mail-mobile marketing tandem work out. I’m not even talking about nearfield communication or augmented reality. I’m pointing to something much bigger: the entire experience for your mail recipients. That’s what you need to tweak.
Of course, you do need QR codes to bridge mail with mobile. In fact, they’re so great at doing this that a 2012 DMA study found that mail pieces with QR codes scored a higher average response rate of 4.4% versus 1% to 3% response rates for mail shots without QR codes. They’re not called ‘quick-response’ for nothing!
But like any other bridge, QR codes can only take your recipients so far. Most of the time, they’re on their own through the rest of the sales process. Help them make that journey! Use these four ideas to fine-tune the direct mail-mobile marketing team-up:
1. Prioritize conversion. This seems pretty obvious. But, when you’re dealing with two vastly different channels at the same time (one physical and the other digital), optimizing conversion isn’t as straightforward. You have to make both your mail-piece and your landing page ‘mobile-friendly (i.e. placing QR codes where they can conveniently be scanned and using postcards instead of flyers). In short, get your recipients to act and be sure to get out of the way!
2. Don’t leave any gaps. Consistency can be a challenge in multichannel marketing — even with only two channels. On paper and on screen, the message needs to flow naturally with neither gaps nor redundancies. Go through the process in reverse. Start with your landing page CTA and work backward. Find out if each step smoothly transitions into the next.
3. Put ‘shareability’ in mind. ‘Shareability’ isn’t even on the English dictionary, but it’s practically on every marketer’s vocabulary today. It’s also not just limited to social media marketing. You can apply it to your print copy by presenting value that your prospects want to share. Be sure to segment your mailing list thoroughly and match your offer/content. That by itself may not guarantee shareability, but it takes you a step closer.
4. Crunch the right numbers. You can’t manage what you can’t measure. Response rates tell you something about your mail pieces, but they don’t give insights into your landing pages or other lead generation concerns. Cost-per-lead and lead conversion rates should also be part of your analysis since they gauge other campaign variables like the offer, your list, and associated costs.
These are just a few simple ideas to successfully sync direct mail and mobile marketing together. Like QR codes, these best practices form only the tip of the iceberg. Get to testing and tweaking to get things right!