| Direct mail and fulfillment is all about using market | | | | Many consumers prefer to receive product data and |
| information to help generate higher response rates to | | | | special offers electronically, without the pressure of |
| your offer AND to convert the people who respond | | | | speaking with a salesperson. These codes give a |
| into revenue producing customers. Generally speaking, | | | | relevant and easy way to tie the stability of a printed |
| the more relevant and appealing your pitch is the | | | | message with the comfort and ease associated with |
| better response rate will be and the more likely you'll | | | | digital media channels. As more consumers become |
| get a higher conversion rate. Since conversion rates | | | | Web friendly and smart phone reliant, This form of |
| are of prime importance in any marketing endeavor, | | | | marketing will be a vital connection between your |
| you need to make the most out of the direct mail | | | | printed message and your website. |
| campaigns that you're sending out. | | | | 2. Accountability |
| The Direct Marketing Association (DMA) projects | | | | They offer an extra level of accountability for your |
| between a 4 to 6% increase in 2010-11 in direct | | | | direct mail and fulfillment campaigns. Because click |
| marketing activities, which is quite significant since | | | | through rates can be tracked, you can see exactly |
| effectiveness of electronic marketing continues to | | | | who is responding. If you have simultaneous offers |
| remain flat. Studies show that print marketing is | | | | running, you can decide which is driving conversion |
| flourishing even in this digital age and in this particular | | | | rates faster and better. Since it's automatic, consumers |
| market. | | | | aren't inhibited by having to enter special codes or |
| If you want to combine the efficacy of direct mail and | | | | promo numbers. |
| fulfillment with the convenience of digital media you | | | | 3. Instant gratification |
| should check out using QR codes. These codes are | | | | When a shopper uses a reader to capture the QR |
| 2-D objects, similar to barcodes, but they look different, | | | | code, they can receive up-to-the-minute product |
| that direct the user to a specific predetermined web | | | | details, discounts and testimonials. This happens when |
| page. Using a smart phone, one simply takes a picture | | | | they are simultaneously considering the purchase. The |
| of the code, processes it with the phone using readily | | | | information they receive may increase their likelihood |
| available software, and is taken to the appropriate | | | | to buy. |
| web page. This digital location could be a website, | | | | 4. Brand leverage |
| landing page, survey, or redemption location that sends | | | | QR codes allow you to repeat your brand image and |
| a coupon or gift to the user as soon as they "opt in" to | | | | message through the other channel of direct mail and |
| receive it. | | | | fulfillment. Developing a multiple channel approach also |
| Quick Response Codes, are now very common in | | | | begins to build trust and a stronger relationship with the |
| Japan and are quickly becoming more conspicuous in | | | | consumers. Since the consumer is hearing your |
| the USA. You may have already seen these in | | | | message in many ways, your brand will be |
| magazine advertisements, on billboards or on | | | | strengthened. The strength will be increased when you |
| webpages. Using them in your direct mail and fulfillment | | | | offer free advice or information. You're perceived as a |
| and marketing and advertising activities has several | | | | neutral but informed partner. They can be used to |
| different benefits. | | | | deliver important information that will help you build |
| 1. Bridge to Electronic Media | | | | strong bonds with your market. |