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Cablevision links QR codes with direct mail to bolster bundled services

Cablevision is enlisting QR codes to help drive sign-ups for a time-sensitive offer on a phone, television and Internet service package.

Cablevision is sending mobile-enabled direct mail pieces to consumers that promote its optimum service packages, which includes TV, phone and Internet. The company uses QR codes on direct mail, signage and posters.

?We want to engage with customers when, where and how they want to receive information, and QR codes provide an expansive opportunity for us to create an excellent customer experience across multiple platforms,? said Kathy Filosa, vice president of direct marketing at Cablevision, Bethpage, NY.

Mobile offer
The QR codes are placed in the top right-hand corner of envelopes sent to Cablevision customers.

The cable TV company is using the mobile bar codes to promote its optimum service packages for $79.95 per month. The offer ends on Jan. 15.

A call-to-action next to the QR codes encourages users to call to find out more about the package.

When consumers scan the mobile bar code, they are prompted to call Cablevision?s customer service line.

From there users can place a phone call and speak to a Cablevision representative.

The primary goal is to drive traffic to the call centers. Therefore, by placing a QR code on the corner of the envelope next to a call-to-action is a great way for the company to incorporate the technology.

Direct action
QR codes offer marketers a way to step up their mailing efforts.

As long as the call-to-action is clear, mobile bar codes can be a great incentive for users to interact with a piece of marketing collateral.

In fact, a report earlier this year from Nellymoser found that QR codes beat out direct mail with response rates.

According to the report, the average response rate using mobile action codes was 6.4 percent. Direct mail averages a 4.4. percent response rate, according to the Direct Marketing Association (see story).

In this case, the offer that Cablevision is promoting is time-sensitive, making a QR code a great way to drive a quick action from a piece of mail.

Moreover, the QR code eliminates a step for users interested in the offer.

In the future, Cablevision says that it will be implementing QR codes into guides, which will connect to video tutorials and information to help consumers.

?The codes make it very easy to deliver information on our offers and product features and even immediately connect our customers to an Optimum representative by phone," Ms. Filosa said.

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York