Clicks Internet Marketing Magazine for Small Business Clicks Magazine 32 | Page 17

QR Codes Use QR code image
Another thing you can do is to combine mobile
marketing with direct mail by including a Quick
Response (QR) code on your mailer.
A QR code is similar to a barcode but it can store
up to 100 times as much information as a tradi-
tional barcode. The people on your mailing list
can scan the QR code with their smartphones
and from there, the sky’s the limit.
You can use your QR code to direct people
to a PURL or landing page, provide them with
personalized coupons, or give them access
to exclusive content. QR codes are easy to
create, and they’re an especially good marketing
tactic for local companies and companies with
ecommerce stores.
Interactive Mailers
While it’s definitely a good idea to try to combine
digital marketing with print marketing, you can
still create interesting and compelling mailers
without a digital component.
For example, you might try creating a mailer with
multiple folds that recipients have to open to reveal
relevant information. They’re more interesting than
sending a flat postcard or letter – and they can be a
great way to create suspense and surprise.
Another option is to create an unusual mailer
that changes in some way as the recipient inter-
acts with it. Here are two suggestions:
1. Use a magnetized mailer that encourages
recipients to move one piece of your
mailer (an attached cutout of an image, for
example) and put it in a designated spot on
the card. When they do it, the embedded
magnet moves the object. Bonus points if
you can use this one to illustrate one of the
benefits of your product or service.
2. Use interesting shapes to create movement.
If you’re advertising an event that includes a
meal, you might have a small round envelope
shaped like a plate with food showing
through a window. When the customer pulls
out the insert, the plate is empty, and the
food is in their hand.
These are just a couple of examples, but you can
really get creative with this idea.