QR Codes Get Great Response Rate in Marketing Websites

QR codes and other digital action codes — like Microsoft tags and digital watermarks — are getting great response rates in print marketing pieces

QR codes and other digital action codes — like Microsoft tags and digital watermarks — are getting great response rates in print marketing pieces for websites and eCommerce, according to a recent article on Audience Development.A recent study conducted by mobile marketing and technology firm Nellymoser found that digital action codes now exceed direct mail engagement (4.5% to 5.9% response rate v. 4.4%).And, as you can see from the chart below, other marketing techniques, like email and plain direct mail, pale in comparison. The only thing exceeding digital action codes is telemarketing, which is often much more costly.

Most scans (40%) led to an online video, and QR codes leading to contests or sweepstakes had far more scans than those leading to shopping or eCommerce activities.And while the study examined the use of digital action codes in print magazine ads, the lessons can easily be extrapolated to direct mail marketing for online subscriptions.However, while most action codes took users to a site that was viewable on a mobile device, about a quarter of these sites were not optimized for the mobile experience, indicating a profound lack of knowledge on the part of marketing departments creating these campaigns. As Subscription Site Insider said in its in-depth how-to article on Direct Mail Marketing, it makes no sense to use a QR code if you don’t have a mobile-optimized site.

Up Next

Register Now For Email Subscription News Updates!

Search this site

You May Be Interested in: