Show Us Your Mobile Barcodes!
By Margie Dana
Christine Erna
One of the industry’s leading experts in direct mail marketing is Christine Erna, whom I like to call the “Diva of Direct Mail.” She knows more about direct mail and the USPS than anyone else I know. She’s spoken at several of our PBI conferences and is my #1 go-to resource for anything related to direct mail.
Christine has more than 20 years of experience in direct mail design, analysis, and training, including 18 years with the United States Postal Service as a Mail Piece Design Analyst and educator. She’s a well-known presenter who often speaks at industry conferences on topics ranging from postal optimization to multichannel marketing to how to leverage variable/personalized data to mailpiece design. A past VP of Education for the New England Direct Marketing Association, she currently serves on the Postal and Government Affairs committee of the Mailing and Fulfillment Service Association.
So when she mentioned to me that there’s a USPS special this summer for mobile barcodes, Iasked her for details. Today’s Print Tip is by Christine Erna. I don’t know about you, but I plan to take advantage of this program next month.
| What’s a Mobile Barcode? It’s also known as a QR Code (for Quick Response Code) or 2D Code. Surely you’ve seen them popping up everywhere lately. These mostly black and white squares filled with black modules require you to scan them with a free Reader from your smartphone. The codes carry an enormous amount of data and, if scanned successfully (I find scanning hit-or-miss), you’ll have instant access to whatever information’s programmed into the code. For example, realtors are using QR codes to provide details and virtual tours of a home or property that’s for sale. QR codes in a fashion magazine might lead you to a special promotion that’s only available via the scanned code. I’ve read about historical tours in San Francisco that used codes to provide visitors with more information about each spot on the tour. The applications are immense – and you can create codes and track scanning activity. – MD |
This summer’s Mobile Barcode Promotion was designed to build awareness of mobile barcodes and demonstrate to mailers how mobile barcodes can increase the value of mail, while integrating the lines between online and offline marketing.
How does the program work?
The Mobile Barcode Promotion runs July 1st through August 31st, 2011, providing business mailers with an upfront 3% percent discount on Standard Mail and First-Class Mail letters and flats that include a mobile barcode.
The following rules apply:
- Mobile barcode must be two-dimensional and readable by a mobile smartphone. One dimensional barcodes do NOT qualify.
- Mailing documentation must be submitted electronically, and postage must be paid using a Permit Imprint. Current electronic submission methods include: Mail.XML, Mail.dat and Postal Wizard.
- Participating mailers will be required to affirmatively claim this promotion in electronic postage statement submissions, certifying that each mailpiece contains a mobile barcode either within the contents of a mailpiece or on the outside of a mailpiece.
- All mailpieces in a mailing statement must contain a mobile barcode.
- With the exception of IMb* full service discount, only one incentive per mailing will apply.
- The mobile barcode must be used for marketing, promotional or educational purposes and be relevant to the contents of the mailpiece. Barcodes that direct consumers to sites that encourage enrollment to online bill paying or paperless statement services are not considered marketing, promotional or educational for the purposes of this initiative and are not eligible for the discount. Mailpieces containing a mobile barcode that conveys information about the postage value, destination, sender and machine serial number for security do not qualify.
For more details on this summer special, visit http://www.usps.com/mobilebarcodepromotion/.
If you need a resource for creating and tracking QR Codes, try it for free at http://qreateandtrack.com from InterlinkOne. When you create and track your own QR codes, you can view real-time results via your reporting dashboards for the QR Codes that take people to web-based content.
I want to thank Christine Erna for today’s Print Tip. You can contact her at or at . Christine is currently consulting for the industry.
*IMb is Intelligent Mail Barcode – The newest barcode that will eventually replace the existing postnet barcode. The IMb has tons more information contained within it. The IMb has descending bars from the baseline. Customers have their Mailer ID contained within it, as well as the capability to track mail with the USPS Confirm service.
©2011 Christine Erna and Margie Dana. All rights reserved. Your comments are encouraged. You’re free to forward this email to friends and colleagues. However, no part of this column may be reprinted without permission from the author.