Measurable Customer Engagement

Traditionally, it’s been hard to gauge the effectiveness of personalised marketing campaigns. While some may add a URL to visit or a phone number to call, how do you know any given person has interacted with your card... and when? And how many times?

Cardly has been working to solve this – when you’re sending campaigns or individual mail, we’ve provided the ability to add a QR code (or several!) to a piece of mail. You’re able to specify the end location for someone to land on, whether it’s

• A web page, product page or review request;
• Links to apply discounts automatically;
• App Store links;
• Deep links into your own app;
• Or anything else you might need to link to

Each of your end links may be unique, or they can all be the same – it’s up to you and your marketing team’s requirements.

The real power comes from Cardly ensuring each link is unique for each piece of personalised mail you send. This allows you to see:

• Who scanned your QR code;
• When they scanned it, and;
• How many times they scanned it

You can then pull these reports back into your favourite analytics package and work out what to tweak to make your campaign even more effective.

Combine this with the ability to send two, similar messages with different designs and wording and you can put together effective A/B tests for your targetted, personalised mail and decide which supports your business most effectively. Then run your next experiment and continue to improve your messaging and process over time – all with data-driven support for your decision making.

Our customers have run numerous campaigns utilising our QR code technology and we’d like to share some design tips to help ensure your campaigns have maximum impact. From clear, defined calls to action to working in with your existing web analytics platform, here’s our top 5 design tips:

1. Make your call to action clear – you want as many people to scan your code as possible! If there’s an incentive for a customer to scan your code – access a discount, get a free report and so forth, make this really clear to them.
2. Ensure your destination URL works for you – add any analytics and campaign tracking code you need to. We’ll automatically shorten the URL and make it easier to work with.
3. Provide mobile-friendly landing pages – most QR codes will be accessed by phone or tablet cameras, so ensure where your customers land works for smaller screen sizes.
4. Make your instructions clear – Cardly automatically provides you with an easy to work with set of instructions which you can tailor to your individual campaign as needed.
5. Review and learn from your campaigns – Utilising our reports on code usage can help you work out if your message is being heard or falling flat. Use this data to improve on your messaging or offering and find what works best for your business.