Apps & Software
In an effort to encourage advertisers to adopt mailing campaigns, the US Postal Service is offering a small discount for items that feature QR codes and other mobile marketing technologies. During the months of July and August, companies will receive a 2 percent discount for postage marked with codes scannable by a smartphone. The promotion is the latest in the agency's ongoing efforts to combat declining revenues and budgetary cuts due to increased usage of digital communication and commerce. In addition to offering a monetary discount, the USPS is using market research to emphasizes the effectiveness of mailers with embedded QR codes. Citing MarketProfs and the Direct Marketing Association, the USPS claims that one in five smartphone owners have scanned QR codes and that marketing mail generates roughly $12.75 for every $1 spent. Whether or not marketers will be swayed by the USPS's pitch remains to be seen.