USPS to Repeat QR Code Promotion
We expect this year’s promotion to be slightly different. The changes are based on best practices gleaned from the promotion launched in the summer of 2010.
Last year, mailers received a 3% postage discount on First Class and Standard cards, letters and flats by including a 2 dimensional Quick Response (QR) barcode. The Postal Service’s goal was to engage more customers with their mail by tying interactive marketing with a customer’s mailpiece. Ultimately, mailers would see a higher return on investment.
QR Barcodes allow a marketer to link the physical mailpiece to smart phone technology. The marketer creates a QR code, which when scanned by a person’s smart phone, drives the consumer to online content, special offers or promotions.
There are several free QR code generators available on the internet. One we particularly like is http://qrcode.kaywa.com.
A consumer needs to have a QR Barcode reader on their smart phone in order to scan the code. These, too, are available on the internet for free. With the ever growing popularity of QR Barcodes, more and more people are downloading these free readers to access online content.
Mailers will display the QR Barcode either on the outside or within all mailpieces in a mailing. Again this year, we expect that the barcode must be used to “market, promote or educate” recipients.
As details are released, we will continue to update our blog community.
Once again, this is showing the Postal Service’s commitment to direct mail working in tangent with digital marketing. The online world will continue to grow. Mail can and should be a part of a marketer’s communication tool kit.