Scanning Direct Mailpieces Has Taken on a New Meaning

The USPS^® recently announced the launch of an incentive program that will give mailers a three percent discount on mailing jobs that use mobile barcodes (better known as QR codes). To qualify, each mailpiece in a mailing job must include a QR code that, when scanned with a smartphone’s barcode reader, directs recipients to a promotional webpage. This incentive program will be held July 1 – August 31 and is intended to show mailers the value in this technology.

What an excellent idea! In recent years, the Postal Service^™ has been criticized by many mailing industry professionals for not fully embracing the value that new technological innovations can add to existing postal offerings. Initiating this incentive program is a step in the right direction. The Postal Service is now recognizing that it is to their advantage to reach out to alternative, complimentary mailing types. It shows that the Postal Service is aware of and truly does embrace new technologies.

It is my hope that mailers will take this opportunity to learn more about this relatively new approach to direct mail. Many mailers are hesitant to step into this territory because online marketing has often been heralded as the replacement for direct mail, and therefore mailpieces that direct people to an online resource are seen as a push in that direction. However, I see direct mail as the anchor that ties multiple marketing channels together. It really is critical to a campaign’s success. It is something tangible that a recipient can use to navigate among the various marketing channels involved in a campaign. Incorporating a QR code into the campaign further strengthens these ties.

By creating an incentive to tie together electronic and paper communication, the USPS is giving mailers who participate in the program a significant advantage over their competition. For one, multi-channel marketing (the combining of multiple communication methods in a marketing campaign) has consistently shown to be more effective than single-channel marketing. For another, history has proven that people look for an immediate ROI, and given the significant postage savings that the incentive program provides, this definitely qualifies for that.

I strongly encourage you to take advantage of this opportunity. I can guarantee you that many of your competitors will be. QR codes are popping up all over the place – on direct mailpieces, in magazines, on posters, even on clothing. Check one out to see how seamlessly you can integrate direct mail messaging with online messaging.

This is the future of direct mail, and the USPS is providing you with the perfect launching pad to provide your customers with cutting-edge marketing opportunities. Show the Postal Service that this is a step in the right direction, and show your customers the added value that merging direct mail with online marketing provides.

Chris Lien

President