This past June, the U.S. Postal Service launched a QR code initiative in which the codes were attributed to nearly all standard mail. The initiative was part of a marketing campaign through which the postal service offered commercial mailers a 3% discount on first class and standard mailing options. Tom Foti, manager of marketing mail for the agency, opted to adopt the codes for the campaign in an attempt to increase mailing volume. Initial reports from the agency show that the campaign may have been successful in its goals.
The agency will be delving deeper into the results of the campaign in the coming months, hoping to flesh out more detailed information on how successful the campaign was. The key factor for the campaign’s overall success will be whether the QR codes added to the long-term value of mailing. Thus far, the codes seem to have been well accepted amongst marketers specializing in printed newsletters and direct marketing techniques.
In using the codes, the agency hoped to raise awareness of the importance of integrating old and new media. The codes are well loved in the world of advertising, but they are incredibly versatile. A vast array of digital content can be linked to the codes, making their appeal universal.
The USPS does not have any immediate plans for another QR code campaign. Foti states that another initiative may be launched toward the end of 2012.
