You see QR Codes everywhere these days. These black-and-white boxes can be scanned with any mobile phone using QR Code scanning software or with Apple's iOS 10. Scanning the code takes you instantly to a landing page or some other online destination, such as a video or map.
QR Codes can be great tools, but marketers sometimes make rookie mistakes that render them ineffective. When adding QR Codes to marketing materials, here are three errors you want to avoid:
1. Don't use QR Codes in an email.
While QR Codes can be embedded in digital media, 55% of email is now opened on mobile phones. If someone opens an email on their phone, they won't be able to scan a QR Code embedded in it. This sounds obvious, but we still see QR Codes used in digital channels.
2. Don't use QR Codes to send people to your homepage.
QR Codes are most successful when they lead directly to a page related to the campaign. If you are selling a product, this might be a video tutorial on how to use the product. If you are promoting a seminar, it might be a sign-up page. Don't send people to your homepage. There is little to no value to the user, and doing so generally leads to disappointment and frustration.
3. Don't forget the scanning instructions.
Although QR Codes are becoming more widely used, not everyone knows what to do with them or the benefit of scanning them. It's still important to include short, concise instructions and the value to the user. For example, "Scan this code with your mobile phone to see customer testimonials!"
QR Codes are great tools for connecting printed materials to the mobile world, but you must be smart about how you use them. Stay away from these rookie mistakes, and you're well on your way to success.