How to create and use a QR code in your next mailer

QR codes (Quick Response barcodes) are no longer new to consumers and your prospects.  There are a variety of creative uses for QR codes that help engage prospects with your brand and are an excellent tool to bridge the gap between print and electronic marketing.

Here are 4 steps to creating a QR code:

1.         SELECT A QR CODE GENERATOR

There are many out there, but the key is finding the right one for your needs. Some things to look for when choosing a QR code generator are:  1) Whether you can track and analyze performance; 2) If it allows you to design a code that is unique to your brand; and 3) If it is compatible with common QR code readers. Although there are many other options out there, here are three to consider researching:

KAYWA.  With Kawya you can customize your design for free.  The paid version allows you to track performance. The codes can link to a web page, text, phone numbers, or SMS.

GOQR.ME.  This is also a free service with an option for paid premium service.  This generator allows you to “read” to text, URL, phone number, SMS, or vCard.

MICROSOFT TAG.  Microsoft Tag allows you to have a color QR code (rather than the traditional black and white).  It is also free of charge with limited analysis of the consumers viewing and going to the tagged item.

2.                  CREATE AND LINK

When creating your QR code, you must identify the “call to action” when somebody actually uses it.  If you print a QR code on your business card, for example, you might want to link the code to your vCard to save your contact information.  However, if you’re planning a print or direct mail campaign, you should consider linking to a landing page or your website. 

3.                  TEST IT

Ensure that your QR code “reads” correctly and be sure to try more than just one reader. A good place to start is the free tool Google Googles, which captures the image as a picture and then tells you what link or item it “reads to.” Another free tool is “QR Code Reader”, which automatically takes you to whatever it “reads.”  Both are easy to use and available for multiple smartphones.

4.                  TRACK AND ANALYZE

Just like any other marketing campaign, track and analyze much traffic comes from each specific code.  Are people scanning your code but not redeeming their offer once they get to your landing page?  Or are they not even compelled enough to scan your QR code? Knowing this will help you troubleshoot and adjust your poorly performing QR codes to more closely mirror those that work well.

For more information on utilizing QR codes in your direct mail campaigns, please visit www.mailmanagerinc.com.