QR Codes come up in conversation with prospects and customers quite often. Usually the conversation starts with something like… Do QR Codes work? My answer – It depends. (I know, I hate that answer as well!)
A recent study by comScore found that 6.2 percent of the total mobile audience, scanned a QR code on their mobile device.
Let’s assume that 44% of your audience has a smart phone, and you send out a Direct Mail or Email Marketing blast to 1,000 people.
1,000 People receive your marketing piece
44% have a smart phone
440 People with smart phones
6% Have scanned a QR Code in the past
26 People will potentially scan the QR Code
2% is an average Direct Mail response rate
0.5 People will likely scan your QR Code
So for every 1,000 people, you can expect 0.5 to scan your QR Code. From my experience, this seems to be about right. Obviously every campaign and market is different.
Learn more about adding QR Codes to your Direct Mail piece using Purlem and Adobe Photoshop.
Despite the dismal QR Code responses, they do one thing extremely well.
QR Codes are perfectly positioned to showcase that your company as “cutting-edge” and innovative. QR Codes may not get direct responses, but if you want to brand your company as innovative, then using QR Codes is a great tactic.