Direct Mail has been around for centuries whilst digital media channels are still in their relative infancy; surprisingly though they are far more compatible than you might think!
One of the reasons for this is the emergence of QR codes and the ability they have to take consumers from offline to online. The result? Increased customer response rates and far better engagement and ultimately, sales.
The brilliant JICMAIL produced a fascinating report showing that direct mail engagement increased during the Pandemic. This may seem an obvious conclusion given how widespread remote working became and the lockdown measures in general keeping people indoors, but you may be surprised by the numbers… In the second quarter of 2019 91% of consumers engaged with Direct Mail. Impressive figures! When compared to Q2 2020 however, that figure jumped to 96%.
So how do we curate the journey from offline to online platforms you may ask? Well, according to research from the Direct Marketing Association, a whopping 92% of consumers have been driven to some form of online and digital activity having received a DM piece, with 87% being influenced to make a purchase online. The gap between online and offline doesn’t appear to be so big after all does it?
But just how easy is it to incorporate a QR code into your DM piece? The answer to that is it’s never been easier! There a plenty of QR code generators you can utilise to allow your customer base instant access to tailored content and personalised offerings. By simply scanning the QR code with a smartphone, recipients can be transported to a landing page detailing discount offers and codes, product information and specs or competitions, for example. All of the data can then be tracked and stored and utilised to build a better picture of your target audience and their key behaviours.
It also ticks the sustainability box when you consider the reduced paper and printing requirements when driving consumers online (considering you are using sustainable materials and eco-friendly inks for your DM campaign 😊)
So why not sprinkle a little digital magic on your next direct mail campaign and consider incorporating a QR code? Let the journey from offline to online commence!
If you would like to talk to us about your own direct marketing campaigns, we’d love to help!
Thanks for taking the time to read this blog, happy marketing!
*Sources – Zuora
