It’s Official: QR Codes Drive Higher Results than Direct Mail
17 Oct 2012 | Author: David J.
QR Codes are a simple yet very effective way to engage your audience and measure the impact of your marketing assets and ROI. And with its explosive growth this past year, QR is showing no signs of slowing down.
Despite its massive growth, we’ve come across a new stat that even surprised us! According to research by Nellymoser, QR Codes beat out direct mail in driving response. Readers of national magazines in the US scan QR codes, Microsoft Tags, digital watermarks and other mobile action codes at an average rate of 6.4 percent. In comparison, the average response rate for direct mail is 4.4 percent, according to the Direct Marketing Association, and the average response rate for a catalog is 4.3 percent.
Other key findings include:
- Mobile users are actively engaged and view an average of 18.9 mobile pages.
- The total number of scannable codes has the strongest impact on response rates, with more codes raising visibility and interest to consumers.
- Codes promoted with the promise of a discount, coupon or chance to enter a sweepstakes have a higher response rate.
- Finally, magazines that repeat a program in multiple issues get higher response rates over time than those who run a campaign just once.
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