Benefits of Integrating Mobile Marketing & Direct Mail
Integrating mobile and direct mail is not just about slapping a QR Code onto a mail piece and calling it done. Yes, QR codes are an effective way to incorporate mobile into your printed mailer, however it is not the only way.
You can include offers where the recipient will respond to you by texting too, otherwise known as SMS. SMS responses are easy and do not need an application download in order to work. The general population is texting daily and is very comfortable responding that way. So give them both options and get a better response. If you have a strong call to action your recipient is going to want to do so immediately. Make it as easy as possible for them to respond.
Consumers are looking for more targeted messages based on their purchase history with you. Make sure you are capturing that information so you can use it to your advantage. Do not ask for too much information at one time. With the first SMS/QR code response ask for name and email address. The next one could ask for an opinion or something that is very relevant for you to know. The more information you gather, the better you will be at targeting a message directly to them and the more likely they are to respond to it.
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