You are a marketer who uses postal mail campaigns to sell your products or services. In these postal mail you put pamphlets, letters, coupons, or cards to engage your customers.
In an era of email marketing, you believe that postal method will make you stand out. And will catch your client’s attention. But you know its not free from challenges.
Unlike emails, you are not able to track who actually received or opened your mail. So, many-a-times, your post may find it’s place in the bin. But you, by no means, can keep a record of this.
Plus, you cannot have any data of how many people were driven to take the action you called for in your mail. For example, you cannot track who all viewed your website or made a purchase at your store.
But there is an effective and affordable solution to make your postal mail campaigns interactive, actionable, and trackable.
Postal mail marketers are now using QR Codes to better engage their target audience and get more conversions.
Keep reading the article to know more.
A. How QR Codes can make postal mail effective
As you know, QR Codes are 2D barcodes that can store website URL, detailed information, and multimedia content. The content linked in the QR Code can be scanned simply by using a smartphone.
They are now being used in almost every area— product packaging, museums, payments, inventory management, amongst others.
Here are its advantages of postal mail campaigns using QR Code:
1. Strong call-to-action element
Since you can encode linked content, your clients will quickly be able to access it.
For example, say you have stored your website link in the QR Code. Instead of typing the whole link on their browser and then finding you, your clients can simply access it upon scanning.
Plus, you can also link multimedia content in a QR Code—videos, image galleries, interactive forms etc. Your potential customers will scan the QR Code from the printed media that is enclosed in the postal mail and access the content.
This way, they will not think twice before actually finding your website.
2. Keep track of the progress
With a QR Code, you can track how well your postal mail reached out to people. This means you can get data details of who, when, where, and how of scanning activity of your QR Code.
This, postal mail campaigns using QR Code will thus provide you valuable analytics about your client base.
B. How to track conversion rate of your QR campaign
You know that you can scan track your QR Code. But how?
Let’s start with an example—say you have launched a new product and want to tell your customers about it. So, you design a card where you give them the product details and your website link. And send this to postal mail.
But now you need the exact data of how many clients actually opened the link. Something that’s not possible with conventional post mail medium.
But if you add a QR Code with your website URL, you can track how many people actually scanned it.
By using Dynamic QR Codes. They are advanced QR Codes that allow content editing and scan tracking.
By knowing the aggregate number of people who scanned it, you can actually know the conversion rate. This will help gain valuable insights about your QR Code campaign.
Plus, you can also know the minutest details about the scan including device, browser, city, district, amongst others.
So, here is what you need to do— create and print a website URL dynamic QR Code on your card/ pamphlet/letter. And add a help text like ‘Scan to know more about the product’.
You can then make copies of your post mail, and then send it to your potential customers.
On scanning, your customers will simply land on your website. And view detailed information about product/service.
a. How to create dynamic QR Codes
Now that you know that dynamic QR Codes are useful, the next question is how to create them.
For this, you need an online QR Code generator tool. Select the best QR Code generator that fulfils your purpose.
In this article we will use Scanova for demonstration.
You just need to follow some easy steps:
1. Sign-up for a 14-day free trial
2. Select the category of Website QR Code
3. Add the website URL, and click on Create QR Code.
4. You can add design and customize your QR Code. There are three QR Code designs on the landing page—plain black-and-white, custom with logo, and custom with background. Proceed with either of the options.
If you are creating QR Codes for marketing and promotional purposes, you must choose the custom design option. Why? Because customized QR Codes catch attention. And attract more scans than the standard ones.
5. Click Update and proceed to Download it
6. Define the image size and format and click Export
Your dynamic QR Code is now created.
C. How to track who scanned your QR Code?
You usually use customer relationship management (CRM) tool to track the progress of your sales lead while sending emails. It has information such as— customerID, name, email, contact details, stage, and notes.
And you often have to change it based on the response of your leads..
But with postal mail as a marketing strategy, you really cannot track which lead is interested.
But QR Codes can provide you exactly this information. How?
All you need to do is—add customer ID as a parameter to your website URL. Then create and print a unique QR Code for every client with the customized link encoded.
When the lead with the respective ID scans it, you will get the required information.
Note that since you need QR Codes in bulk, you need to create static QR Codes.
Static QR Codes are standard QR Codes which do not have the scan track feature. But with a customized URL of each QR Code, you can know which client actually scanned the QR Code.
a. How to create static QR Codes?
Since you need QR Codes in high numbers, it is not feasible for you to create them one-by-one You need a bulk QR Code generator tool to create static QR Codes.
In this article we are using QR Batch for demo purposes.
You just need to follow some easy steps:
1. Create a spreadsheet of the information you need to encode in the QR Code
Note that the first column should be ‘Filename’. But second column onwards, data varies according to the type of QR Codes you create. Here’s a detailed guide of how to create a spreadsheet.
2. Download the spreadsheet in any format— CSV, XLS, or XLSX
3. Sign in to QR Batch and click on the category of Website URL
4. Upload the spreadsheet
5. Review the data
6. Add a design to QR Code batch (you can add your company’s logo and colors to make your QR Code customized)
7. Make payment
8. Download your batch of QR Codes
To know the in depth process of creating QR Codes in bulk, refer to this detailed guide.
So, you now know that QR Codes can help you know the conversion rate of your client base. Besides, they are actionable, tech-savvy, and modern.
And here is a news: In 2011, the United States postal service offered a special postage discount on using QR Codes. Their main aim was to create awareness about the benefits of using QR Codes.
So marketers, postal mail campaigns using QR Code will help you make most of the smartphone technology. Create QR Code now before your next set of postal mail goes out.