Point, Shoot, Signup… Grow your list with QR Codes

Have you noticed the use of QR Codes have increased throughout the year?  Quick Response codes are used everywhere and used for nearly everything.

At Bronto we have printed QR codes on business cards that were handed out at conferences, Heinz has them printed on ketchup bottles, Best Buy has them on almost every product in their store, and QR codes can be found at mall kiosks for advertisements. A QR code was even on the Dole banana I ate this morning.  The banana was a bit of a shocker because it was promoting the new Alvin and the Chipmunks Movie. A QR code on a banana? Really?  I guess that is thinking outside the box...

If you don’t know what I am talking about or you need a refresher, Anna Pfeiffer, wrote a great post on QR Code Marketing 101.

If you are using QR codes, what are you using them for?

Did you know that you can use a QR code to grow your email list? Follow these simple steps to ensure you are on the right path.

1. Placement

Place the QR code on things like banners, billboards, menus, window signs, flyers, and stickers.  Get creative and place the QR code on a sign next to the cash register, in the dressing room, in the waiting room, on a napkin, takeout box or even your packing slip.  You don’t have to reinvent the wheel.  Think of what you are already doing for direct mail, printed receipts, basically anything you can see or touch. 

Remember to ask yourself, does this make sense for my business?  You don’t need to go QR code crazy.  It does not make sense to push QR codes on anything digital.

2. CTA

Be sure you have a strong call to action to the QR code and list the instructions on how to use. Example: Signup to receive the latest products from BrontoGear.com. It is as easy as 1. Snap the QR code, 2. Fill in your email address 3. Click Submit.

3. Destination

Be sure the QR code leads to the signup webform and not your homepage. You do not want the user navigating your site looking for your email signup on their mobile phone. Remember website sites are slower on mobile devices, and phones in general are slow. You want to have the best possible user experience.

4. Ease of Use

On the email signup webform be sure this is optimized for a mobile devise. Keep it simple.

• On this webform provide a brief line of instruction.  Example: To subscribe enter your email address and click submit.
• Ask the user for ONLY necessary information. This should not be as complex as your website signup. You should only be asking for the email address and a few additional items that are truly necessary.

For more tips on optimized design for mobile, check out this post by Emily Keye, 'Tis the Season for Email Design Optimization for Mobile Devices

5. Confirm

After the user clicks submit you should direct the user to a fast loading thank you page and send a welcome email.

• If you are going to offer an incentive for subscribing then be sure to tell the user how and when can they expect the incentive. This is very important if you are a restaurant or retail store and you are promoting the incentive. The user is expecting an instant reward. Example of the thank you message: Thank you for subscribing to BrontoGear.com. Check your email now as we just sent you a welcome email with your coupon code.
• You can also display the coupon code on the thank you page. If you display the code on the thank you page I do not recommend having the thank you page reloaded to your website, simply add a call to action button to navigate a user there.
• If you are not offering an incentive you should still load the thank you page and inform the user that they will receive a welcome email from you.  Then reload the page and redirect the user to your homepage.

Test

Make sure your QR code works.  Test to make sure that the user  flow makes sense and is not confusing. Test to make sure your process works as you mapped it out.

Track

Tracking is just as important as testing.

1. Track the source of the signup. On the webform of the QR code be sure you can assign a source to the user that signs up on your email list using the QR code. This will provide you insight on the quality and value of the user.
2. Make sure you can track how many users are actually using the QR code. You want to see engagement metrics, how many users are using your QR code.

Did this tactic grow your list? Where did you place your QR code?

If you need more tips and uses for QR codes check out another great post by, Anna Pfeiffer, 7 Best Practices for QR Code Success.

Steve DuBois
Marketing Strategist