QR (quick response) codes are popping up everywhere from magazines, billboard ads, and now even on highly targeted direct mail pieces.  A QR code is a two dimensional barcode that can be “snapped” or photographed by a smart phone camera.  Once the image is captured it directs the user to a personalized landing page (pURL) or a relevant site where they can collect coupons and discounts. Companies such as GMC, Ford, Google, Pepsi, Starbucks, and other mega brands have been experimenting with the technology to tap into the youth market and track response rates.

A QR code campaign is comparable in cost and labor to that of  a pURL campaign. It can be attainable with a modest budget and doesn’t limit the technology to large corporations with deep pockets. At The Mailworks we are pleased to offer this service at an affordable price.

How widespread will the use of QR Codes become and are they a relevant marketing tool for the average business?  QR Codes are limited to use by consumers who have smart phones and to those who are savvy enough to navigate the technology. QR Codes could be a powerful tool to target the younger crowd on the look out for a deal, but will most likely miss the mark on the older demographic which traditionally shows the best response to direct mail offers in general.

Due in part to the recession and increased use of the internet, the Post Office is facing unprecedented deficits, and as one step to reduce that loss, on July 6^th submitted a proposal for an increase in postage rates to the Postal Regulatory Commission.   The PRC has 90 days to review and then accept, reject or modify the proposal.  If accepted, the rates will go up on January 2, 2011.  Included in the case is a $.02 increase in both 1^st Class letter and 1^st Class post card rates, as well as a 4% to 6% average increase in most other classes of mail.  It has been nearly two years since the rates have changed, but we can long for the good old days when it took a full century, from 1863 to 1963, for the rates to go up 2 cents!

Postal-Branded Co-op Effort Designed to Share Marketers’ Costs, Drive Mail Revenue

Eighty-one percent of consumers will buy a product after receiving it as a free sample, and most prefer to be home when sampling a new product, according to the Opinion Research Corp. This is the driving force behind the marketing strategy of a samples co-op box the U.S. Postal Service plans to market test early next month.

The co-op box concept, called “Samples Showcase,” is expected to make direct mail sampling more attractive because it allows multiple manufacturers to share in the marketing and postage costs of the direct mail program. The boxes will be distributed nationally on a limited basis while larger quantities will be sent to consumers in the Charlotte, NC and Pittsburg, PA areas. The boxes contain an assortment of beauty, health and snack food items from multiple companies and will be branded with the Postal Service logo and include the tagline, “A selection of free product samples.”

The Postal Service will research the cost-effectiveness of the program and the value it provides to manufacturers and consumers. It will also verify if direct mail is the sampling method of choice.

This kind of test marketing opportunity is only available through direct mail because no other medium provides the same level of access to consumers’ homes or offers an efficient way to track the conversion of samples to sales.

Since the news regularly reports on declining mail volumes and revenue, layoffs, and closings, it’s odd that homes are actually experiencing a significant increase in the amount of advertising mail received. Most notably, credit card offers are back in the mail stream – something not seen in recent years. The increased advertising mail combined with the revenue bump they received from the Census mailing has got to make the Post Office happy!  Also note, there were no rate increases for postage this year.  Good news for mailers.

In today’s market, it’s important that you get the most out of your marketing dollars.  And with so many marketing options available, it’s sometimes hard to know what the best choice is for you.  But, did you know that even with all of today’s options, studies show direct mail to still be more effective than newspapers, magazines, or email at increasing customer traffic to your web site? (Source: DMA 2008 Response Rate Trends Reports)  It’s true.

What else does Direct Mail do better than the competition?

• Tailor your piece for its recipient.  Direct mail allows you to create a highly personalized marketing campaign that leverages the data you have on your customers and prospects to maximize your return on investment.

• Tell your story.  Unlike radio and television, direct mail does not restrict your communications efforts in any way.  With personalized direct mail pieces, you can share as little or as much information as you want.

• Attract new customers. Studies show that direct mail has the highest marketing success rate for acquiring new customers.

• Let your advertising linger.  People often keep direct mail postcards and other mailers for future reference or to pass on to their friends and family.  Direct mail pieces are retained for an extended period of time and consumers are less likely to discard unopened mail (31%) than they are to discard unsolicited e-mails (53.2%) about new products. Source: International Communications Survey commissioned by Pitney Bowes 2007

• Get your message through!  73% of consumers prefer direct mail for receiving new product announcements and offers from companies they do business with, as compared to 18% for e-mail.  Source: International Communications Survey commissioned by Pitney Bowes 2007

As you can see, direct mail will not only help you achieve your marketing goals, it will help you do more with less.  It allows you to easily track your return on investment and provides the necessary foundation for a successful marketing campaign.  Before you begin working on your next marketing project, we invite you to contact us to see how direct mail can work for you!

The Mailworks is pleased to announce that CEO and founder, Pamela Cassick, has won the 2010 Albany-Colonie Chamber Women of Excellence award for Excellence in Business.  The Mailworks started with a staff of one, and thanks to Pam’s entrepreneurial spirit, strategic thinking, and dedication, has grown to a dedicated staff of fifty highly-trained printing and mailing specialists.  Under Pam’s leadership, The Mailworks team uses technology and strict financial guidelines to stay in the fore front of its field and has steadily outgrown 4 facilities through the years and now processes over 100 million pieces of mail a year, making it one of the area’s most successful printing and mailing companies.

“I have been following the winners of the Woman of Excellence awards since its start in 1991.  To be held in the same regard as the past winners is the biggest honor I have received throughout my career. I am so happy to be a part of such an extraordinary group of women.” – Pamela Cassick

The 2010 Women of Excellence will be honored at a luncheon event on Thursday, June 17 at the Holiday Inn Albany on Wolf Road.