Birmingham based mail specialist Baker Goodchild discuss the many benefits of using QR Codes and PURLs in a Direct Mail

December 11, 2014 (PRLEAP.COM) Business News
BIRMINGHAM, UK December 11, 2014 - Direct mail correspondence like mailshots, brochures and newsletters has long been used by businesses to communicate with their customer base and even in the digital era it still remains an effective form of marketing.

Direct mail statistics
Statistics from last year showed that 92% of direct mail was opened and 48% of adults took action after reading it. Whilst these figures prove that direct mail still has an important role to play in the world of marketing, there is evidence to suggest that they can be improved upon further by using QR codes and PURLs in direct mail campaigns.

Integrating QR codes with Direct Mail
Over the last few years, it is likely you have come across QR codes on products, billboards and even promotional ads on vehicles, though you may not necessarily have understood their use. Basically QR codes are 2d barcodes that allow people to access extra content. All they have to do is scan the QR code with their smartphone and it will automatically take them to a piece of online content.

Integrating QR codes with direct mail gives marketers the opportunity to create a seamless connection between the physical and digital world. Thus allowing prospects to access valuable content that is of interest to them with very little effort. QR codes are much more quick and convenient for customers to use (meaning they are more likely to complete the call to action) and also eliminates the risk of them typing in the wrong URL.

The great thing about QR codes is that they can be used to carry out a wide range of actions that you may want your direct mail audience to complete. They don't just have to take prospects to your homepage or a dedicated landing page. Instead they can take them straight to your newsletter sign up page or social media page or even dial a phone number so they can make an enquiry.

Some brands go one step further by providing incentives for prospects to scan their direct mail QR codes and visit their websites by offering them a discount or access to a private sale.

By using QR codes in direct mail, businesses increase the likelihood of prospects visiting their website, signing up to their newsletter or buying their products. After all the easier you make it for people; the more likely they are to do what you want them to!

Making use of PURLs
As well as integrating QR codes with direct mail campaigns to fuse the offline and online worlds, many brands are also making use of PURLs. These are basically personalised URLs which can be integrated with the QR codes used in the direct mail. When a prospect scans the QR code, they will be taken to their own unique landing page, using the personalised URL, from where the business will be able to track their actions.

Being able to track prospects' actions at the point of interest enables businesses to evaluate the success of their direct mail marketing campaign and get a better idea of their return on investment.

"We are encouraging all of our direct mail clients to use QR codes and PURLs within their campaigns. By making it easier and quicker for consumers to complete the call to action, businesses stand a much better chance of converting them into paying customers" said Lorraine Burnell, Managing Director of Birmingham based mailing house Baker Goodchild.

According to Easypurl, non-PURL marketing campaigns typically have response rates around 3%, whereas campaigns that leverage PURL technology typically have response rates around 9% and in some cases up to 25%, showing just how effective they are in engaging customers and increasing conversions.

The need for personalisation
Creating unique landing pages for customers using PURLs that feature personalised recommendations and offers can also go a long way in generating sales and boosting conversions.

Whilst there are still many benefits to using traditional direct mail correspondence with captivating content and incentives for prospects, businesses can achieve an even higher return on investment by simply using QR codes and PURLs within their campaigns. Those wanting to be seen as being at the forefront of technology need to think about integrating direct mail with QR codes and PURLs and that is something direct mail fulfilment specialists Baker Goodchild can help them with. You can also view their latest infographic for more information:

For further information, the full range of Technology Integrated with Direct Mail infographics can be found here:
  • Technology Integrated with Direct Mail
  • Direct Mail combined with QR and PURL Codes
  • Augmented Reality (AR) Technology integrated with Direct Mail
  • USB Web Keys integrated with Direct Mail
  • Direct Mail integrated with Google AdWords and Remarketing
  • Near Field Communication (NFC) Integration with Direct Mail

  • Find out more about Baker Goodchild's direct mail fulfilment services at http://www.bakergoodchild.co.uk.

    Contact information:

    Telephone: 0800 612 1972
    Fax: 0121 248 8550

    Baker Goodchild
    257 Great King Street
    The Jewellery Quarter
    Birmingham
    B19 3AS

    Image credits: Beantin and nickj365

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