QR codes are a great supplement to your direct marketing campaigns because they facilitate the transition of offline experiences—like mail pieces or flyers—to rich online content, giving you the ability to both capture leads and create memorable experiences as part of your overall direct marketing strategy.

If you’re thinking about using these funky little boxes to catalyze your next direct marketing campaign, consider these three tenets of highly-successful QR-enabled campaigns:

1. For every QR code, a great mobile landing experience

As you begin to frame your QR code campaign, briefly put yourself in your prospect’s shoes and consider the possible ways in which visitors are arriving on your landing page. Context plays a key role in determining how information should flow from your collateral to your landing page. For example, if your visitors are scanning a code on the side of a bottle or food package, try directing them to a mobile page that serves popular recipies using your product.

Also, consider the implications of the type of landing page that you’re sending your visitors to. A content-rich landing page with large heroes and streaming video may be appropriate for desktop microsites, but might be difficult to render (or take a long time to load) on a mobile device. Because the success of a QR-sourced landing page hinges on the behaviors of mobile traffic, a ‘less is more’ layout with a carefully-designed mobile interface may be the most appropriate (and highest converting!) choice for your visitors.

2. Monitor performance in real-time by using landing page analytics.

It’s every aquisition marketer’s greatest fear: despite giving your page considerable thought and following some common landing page best practices, your landing page performance (or lack thereof) leaves something to be desired.

If your landing page solution combines conversion metrics with actionable real-time analytics, you can monitor visitor behavior virtually as it happens and defer traffic to alternative pages if performance begins to sink.  Pay close attention to these measures:

  • How many visitors are segmenting, sub-segmenting, and converting
  • Which mobile devices brought in the most traffic
  • Which QR campaigns kept visitors on the page for the longest time

3. ABT – Always Be Testing

QR codes have been rendered in all sorts of creative applications—from parts of larger images to even typography, QR codes represent a new creative frontier for online marketers. Be sure to proof your QR code (scan it!) and optimize for the right print size and material.

Next, design a mobile landing page testing strategy and A/B test your creatives against one-another. Once you’ve found a winner, use multivariate testing to find those winning combinations of mobile page elements.

Do you use QR codes as part of your direct marketing strategy, or have a creative application for QR codes? Share your ideas in the comments below!