Marketers get 3 percent off and more effective mail.
The Postal Service wants to show marketers how mobile barcodes can increase the value of mail, so it’s offering an upfront 3 percent discount this summer for integrating the technology into direct mail campaigns.
“Two-dimensional barcodes, which can be scanned or read by mobile smart phones, can increase response rates, improve campaign tracking and attract younger consumers,” said Tom Foti, manager, Marketing Mail. “They also demonstrate how integration of both offline and online marketing efforts blur the lines between the two channels.”
Customers who receive the special mailpieces can use mobile devices to scan the barcodes for more information about the product or service the mailing is promoting.
The Mobile Barcode Promotion runs July 1, 2011, through Aug. 31, 2011, and is applicable on Standard Mail and First-Class Mail letters and flats. “We recognize that the online world will continue to grow and thrive,” said Foti. “So we want to make customers aware that mail can be an integral part of that communication and that online campaigns that use direct mail are more effective.”