Enhance Direct Mail with QR Codes

Technology allows CUs to engage immediately with consumers.

February 13, 2012
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Here are some ways credit unions can use QR codes with direct mail:

• Explain the credit union difference. With the economy still on shaky ground, many consumers are skeptical of banks but aren’t sure how they differ from credit unions.

A direct mail piece on this topic can get their attention, and then a QR code printed on the piece can take them to an online video that discusses in more detail how your credit union differs from banks.

• Educate consumers about your products and services. Your own members might not know all of the financial services your credit union provides.

A series of direct mailings can educate members about what’s available, such as insurance or credit card services. QR codes on each mail piece can take members to mobile-optimized web pages offering more detailed information or a secure online application site.

• Highlight your credit union’s community involvement. Many credit unions organize and sponsor charity events. A member could learn about such events on a direct mail piece and then quickly use their smartphone to scan a QR code linked to a secure site where they can buy a ticket or make a donation.

The QR code allows consumers to respond when their interest is high, rather than hoping they visit a website later when using their computer.

Personalize your QR codes by embedding them with a personalized URL (PURL). The PURL takes members to an online microsite where the content can be customized for that user.

QR codes with PURLs can be made for every member on your mailing list. You can direct members to customized microsites where they will be referred to by name and can learn about the services they’re not currently using.

Marketers continue to discuss whether to use QR codes or other emerging two-dimensional barcode technology. For example, some marketers use Microsoft Tags because they offer more color customization than QR codes.

QR codes, however, continue to be the most popular at this point, making it more likely your targeted audience will have QR code readers installed on their smartphones rather than an app for a different type of code.

But no matter what technology you choose, it is a good idea to include brief directions next to a code about how to scan it and where the code will take the user.

Measure for success

To obtain the best return on investment for your marketing campaign, you must have the ability to measure success. When using QR codes, be sure the software program you’re using offers a robust tracking system.

Good tracking programs can determine how many QR code scans happened per day, the times of those scans, and the location of the scans.

The back-end reporting becomes even more detailed and useful when a prospect interacts with a customized microsite through a PURL and engages with your brand.

Direct marketing enhanced with QR codes, especially in combination with PURLs, can provide members with personalized and convenient multichannel options. Adding a QR code to a direct mail piece can generate quick, easy responses.

Best of all, it offers the benefit of developing deeper, longer-lasting relationships with your valuable members.

DAVID HENKEL is president of Johnson and Quin in Niles, Illinois.

Many QR Codes

Rita Johnson
February 22, 2012 1:31 pm
QR Codes are adding up on my phone and I'm unsure how to know which code belongs to which company, how can I tell before activating the code? They are very popular and I want to use them more efficiently!

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