Messagizer Runs First Email Barcode Campaign

Messagizer has tested its first email barcode campaign, working with TBWA\GGT Direct and News International. The campaign enabled users to print off a barcoded coupon delivered by email entitling them to a 25p discount on the News of the World, while their purchasing patterns were tracked.

Peter Jones, digital communications manager of TBWA\GGT, said: “We have always seen the great potential of online vouchers. Working with the News of the World campaign provided us with the ideal opportunity to test how they work from a response and a viral point of view.”

The email was sent to targeted subscribers through Messagizer’s database of opt-in subscribers. Users were directed to a website where they clicked to receive a coupon which contained two barcodes. One was a retail barcode to enable the discount, the other, personalised, barcode contained codes which enabled redemption to be tracked through over 55,000 retailers. Various database list codes, including subscriber references were also embedded and linked to existing databases.

Jones continued: “Being able to generate the unique bar codes allowed us to deliver complete closed loop tracking, giving us an accurate means of measuring the performance of the campaign.”

Messagizer: 0870 770 5541 www.messagizer.com

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