Syncing direct mail marketing with mobile, QR codes

Direct mailers should leverage the power of mobile marketing, particularly via quick response codes, as a way to boost a campaign's relevancy and drive consumers to their company's website or social media page.

According to a report recently released by 3GVision, during the first quarter of 2011, QR code adoption increased dramatically in both the U.S. and UK – by 181.1 percent and 166.5 percent, respectively, eMarketer reported.

"Mobile barcodes hold potential for nearly every industry that needs to impart more information to consumers," the source noted. "Given the emphasis on activating traditional media and enhancing the in-store shopping experience, publishers and retailers, not surprisingly, are leading the way."

Recognizing the marketing potential behind them, the United States Postal Service recently unveiled a QR code initiative, extending a 3 percent discount to those mailers who use the barcodes on their direct mail campaigns between July 1 and August 31 of this year. Any company that submits its mailing documentation electronically is eligible to participate in the discount program, BizReport noted.