Magazine Scan Response Rates Exceed that for Direct Mail, Nellymoser Study Reports

Share Article

Codes Scanned in Magazines (QR Codes, Tags, Digital Watermarks) Deliver a Median Response Rate of Between 4.5% and 5.9%

News Image
When done well, mobile action codes can turn a magazine advertising campaign into a direct marketing tool with a higher than average response rate.

New evidence shows that action codes in magazines (such as QR codes, Microsoft Tags and digital watermarks) deliver better response rates that traditional forms of direct marketing, according to a new report by Nellymoser, Inc., a mobile marketing and technology services company. Based on Companion App campaigns delivered by Nellymoser over the past 12 months, the median response rate using mobile action codes ranged from 4.5% to 5.9%. The average, weighted by circulation, was 6.4%.

Companion App scan rates are greater than the response rates for other types of printed marketing, as published by the Direct Marketing Association in the 2012 Response Rate Report. Direct mail had a 4.4% response rate overall and catalogs had a 4.3% rate. Email and paid search had response rates of less than 1%.

Until now, the major barrier in obtaining hard numbers for the response rates of mobile action codes in magazines was that the applications used to scan codes and the codes themselves were produced by different entities.

The clients in the study used Nellymoser to produce both Companion App with its universal scanner, and the mobile experience that is delivered to the reader. Because Nellymoser manages the app and the scanned experience, the app provides a unique opportunity to measure campaigns from scan through execution. These two sets of data can now be correlated, providing new insight into the audience’s behavior and the success of campaigns.

The response rate ranged from 0.7% to 26.8%. The average, weighted by circulation and removing the high and lowest scores, was 6.4%. The app remained open about 10 minutes for each visit. During those 10 minutes, they viewed nearly 19 mobile pages — an average of about 30 seconds per page. This suggests that the user was actively interacting with the magazine while using the app. Each visitor returned to visit 1.4 additional times for additional engagement (an average of 2.4 visits).

“When done well, mobile action codes can turn a magazine advertising campaign into a direct marketing tool with a higher than average response rate,” said Roger Matus, Executive Vice President of Nellymoser, Inc. “It ought to be considered whenever a direct response campaign is being used."

Copies of the mobile scan rate study are available at

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Roger Matus or Maria Tricca
Visit website