All direct mail pieces should include an offer and create a sense of urgency. The offer is the incentive the prospect needs to take the next step – to visit your web site and identify themselves. A common way to do this is to ask a visitor to register as a condition of eligibility for the offer.

Finally, create a sense of urgency so the prospect will act now rather than waiting. Here is where a QR code, especially one leading to instant gratification such as a redeemable coupon, has great advantage. It is quick and easy, taking just a few minutes of the prospect’s time. If properly constructed, the prospect may find it easier to respond immediately and move on rather than setting the offer aside for action later.