In an effort to help direct mail professionals update their offerings to reach modern, digitally connected customers, the U.S. Postal Service recently announced it would offer a 3 percent discount on messages that incorporate QR codes, Post & Parcel reports.
The QR codes, which can be scanned by smartphones to link users to relevant content, must be intended to provide educational, promotional or marketing information to potential consumers, rather than for internal tracking purposes, the publication says.
The discount will be available from July 1 to August 31 this year, according to Post & Parcel, which adds that there is little chance of the promotion being extended. A USPS spokesman told the publication the two-month window should be enough to help raise awareness of the potential upsides of QR code use in conjunction with direct mail.
Some direct marketing professionals already swear by QR codes, since they enable the incorporation of digital content into existing print campaigns, experts say. Marketers that adopt the technology in advance of their competitors could realize significant advantages.