Good QR Code, Bad Piece, Huge Missed Opportunity (The Digital Nirvana)

Ah, when a well-intentioned QR Code goes wrong.

This was a great, well-intentioned use of a QR Code.  The marketer added it to the top left of the direct mail piece — highly visible location — with text saying, “Scan to speak to a sales rep.” I scanned the code and the landing page showed the phone number and provided links to dial, send a text message, or save to contacts. It also had a social media share button.

Nicely done! The problem is this:

1. It was sent to the previous owner of the house (who has since passed away)

2. I have never ordered from the company.

So this record has been inactive for the past four years.

The marketer (a pool supplies company) went to all that trouble to create a very well done, highly useful QR Code, but sent it to a list that hasn’t been cleaned or updated in at least 48 months. I wonder how many other inactive records it is currently mailing to?

Here’s an idea — use the QR Code to say, “Update your contact preferences.” Send folks to a page that allows them to indicate whether they still have a pool, and if so, where they purchase their pool supplies.  They could also update their contact information and select a contact preference — email, direct mail, or mobile.

Imagine how truly useful that QR Code would be! The marketer would eliminate bad records, gather data about inactive records (potentially allowing them to re-activate those customers once it knows more about them), stop offending recipients by using incorrect names, and even save money by transferring direct mail recipients to email or mobile contact if that’s what they prefer.

Now that would be a good use of a QR Code!

Read the full article here:

About the author: Heidi Tolliver-Walker is an industry analyst specializing in digital, one-to-one, personalized URL, and Web-to-print applications. Her Marketer’s Primer Series, available through Digital Printing Reports, includes “Digital Printing: Transforming Business and Marketing Models,” 1:1 (Personalized) Printing: Boosting Profits Through Relevance,” “Personalized URLs: Beyond the Hype,” and “Web-to-Print: Transforming Document Management and Marketing.”

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