secured mail solutions v. envelopes unlimited et. al

7/27/2019 Secured Mail Solutions v. Envelopes Unlimited et. al.

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Case 2:13-cv-05242-DOC-AN Document 1 Filed 07/19/13 Page 1 of 92 Page ID #:25


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EXHIBIT 1



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In association with Tumbuan & Partners

BEIJING

BRUSSELS

CENTURY CITY

HONG KONG

JAKARTA

LONDON

NEWPORT BEACH

NEW YORK

400 South Hope StreetLos Angeles, California 90071-2899

TELEPHONE (213) 430-6000FACSIMILE (213) 430-6407

www.omm.com

SAN FRANCISCO

SEOUL

SHANGHAI

SILICON VALLEY

SINGAPORE

TOKYO

WA SH IN GT ON , D. C.

OUR FILE NUMBER

772,113-1

WR IT ER 'S DIR EC T DIAL

(213) 430-6352

WR IT ER 'S E-MA IL AD DR ES S

[email protected]

April 23, 2013

VIA E-MAIL AND FIRST CLASS MAIL

James E. DoroshowFOX R OTHSCHILD LLP1800 Century Park East, Suite 300Los Angeles, CA 90067-1506

Re: AID and EU Services Infringement of U.S. Pat. Nos. 8,260,629 and 8,429,093

Dear James:

Secured Mail Solutions (SMS) has recently discovered that Advanced Image Direct,LLC (AID) and Envelopes Unlimited, Inc. (EU Services) are making, using, selling, and offering for sale a system and method for generating, affixing, and/or processing mail data that,

pursuant to 35 U.S.C. 271, infringe multiple claims of U.S. Pat. No. 8,260,629 (the 629Patent) and U.S. Pat. No. 8,429,093 (the 093 Patent) (collectively the Asserted Patents),copies of which are attached hereto. For example, your clients are using certain hardware and/or software (Infringing Products) to generate various barcodes, including personalized quick response (QR) codes. The Infringing Products are then used to affix each personalized QR code onto a mail object and store related electronic data in a storage device. The InfringingProducts are then used to provide the related electronic data to a reception device ( e.g. , smart

phone, etc.) in response to the reception device scanning the personalized QR code on the mailobject.

Such features can be seen, for example, in Claim 10 of the 093 Patent. Claim 10 recitesa system for providing electronic data ( e.g. , a web page, etc.) to a recipient of a mail object, said mail object including a barcode ( e.g. , a QR code, etc.) that includes at least a first set of mail data(e.g. , a personalized uniform resource locator (PURL), a uniform resource locator (URL)together with data on a recipient of the mail object ( e.g. , their name, address, account number,



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James E. Doroshow, Esq., April 23, 2013 - Page 2

unique identifier, tracking code, etc.), etc.), comprising: at least one database for storing at leastsaid electronic data, a first mail device ( e.g. , a first computing device), a second mail device(e.g. , a second computing device), and at least one application operating on at least said first maildevice, said at least one application being configured to: use at least the first set of mail data togenerate said barcode ( e.g. , generate the QR code, etc.); and affix said barcode to said mailobject ( e.g. , affix the QR code on the mail object, etc.), said mail object being submitted to amail carrier for delivery to a recipient of said mail object; at least one other application operatingon at least said second mail device, said at least one other application being in communicationwith said database and a reception device of said recipient ( e.g. , a smart phone, etc.) having atleast a scanner and a display, and being configured to: receive said first set of mail data fromsaid reception device ( e.g. , receive the PURL from the smart phone, receiving the URL and recipient data from the smart phone, etc.), said first set of mail data including personalized datacorresponding to said recipient of said physical mail object ( e.g. , the PURL, the recipient data,etc.); and provide said electronic data to said reception device via said network in response toreceiving said first set of mail data ( e.g. , providing the web page identified by the PURL or URLto the smart phone, etc.), said electronic data including a content of said physical mail object(e.g. , the web page for the mail object clearly includes data on a content of the mail object, etc.).

Such features can also be seen, for example, in Claim 1 of the 629 Patent. Claim 1recites a method for providing electronic data ( e.g. , a web page, etc.) to a recipient of a physicalmail object, said electronic data corresponding to a content of said physical mail object ( e.g. , theweb page for the mail object clearly includes data on a content of the mail object, etc.),comprising: affixing a single barcode ( e.g. , a QR code, etc.) to an outer surface of said physicalmail object, said single barcode including at least a first set of mail data ( e.g. , a PURL, a URLtogether with recipient data, etc.), said first set of mail data including recipient data, said

recipient data corresponding to said recipient of said physical mail object; storing said electronicdata in at least one database; delivering said physical mail object to said recipient via a mailcarrier; using a reception device ( e.g. , a smart phone, etc.) to scan said single barcode to retrievesaid first set of mail data; sending by said reception device said first set of mail data to a maildevice ( e.g. , a computing device, etc.) via a network ( e.g. , the Internet, etc.); receiving by said mail device said first set of mail data ( e.g. , receiving the PURL, URL and recipient data, etc.);

providing by said mail device said electronic data to said reception device via said network ( e.g. , providing the web page identified by the PURL or URL to the smart phone, etc.), wherein said electronic data is retrieved from said at least one database and provided to said reception devicein response to receiving said first set of mail data, including said recipient data; receiving by said reception device said electronic data, said reception device including a display; and providing by

said reception device said electronic data to said recipient of said physical mail object bydisplaying said electronic data on said display via a web browser ( e.g. , displaying the web pageon the display of the smart phone, etc.); wherein said electronic data corresponds to data that isincluded inside said physical mail object ( e.g. , the web page for the mail object clearly includesdata corresponding to data that is inside the mail object, etc.).

While SMS believes that the Infringing Products are used by AID and EU Services, and therefore constitute acts of direct infringement, SMS further believes that AID and EU Services



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contributed to and induced others ( e.g. , its customers, recipients of mail objects, etc.) to infringethe Asserted Patents. This is done. for example., by inducing customers and recipients to

participate in a personalized QR code program ( e.g. , inducing customers to store the electronicdata in a storage device and provide the electronic data to the reception device, inducingrecipients to scan the personalized QR codes, etc.). Because the Infringing Products are not astaple article of commerce suitable for substantial non-infringing use, and because they wereespecially made or adapted for use to infringe the Asserted Patents, or to allow others to infringethe Asserted Patents, AIDs and EU Services actions constitute acts of at least indirectinfringement.

Evidence of the direct and indirect infringement for AID can be found on AIDs websites(http://www.cloud2you.com/c2y4eloqua.html and http://www.cloud2you.com/docs/C2Y/C2Y-Brochure.pdf). For example, the websites state that AIDs customers can [s]end one, hundredsor thousands of letters, greeting cards, postcards or sales brochures and that responses can betracked with a PURL or QR code. Provided on the websites are flow charts showing howSmart Barcodes ( e.g. , Intelligent Mail barcodes) can be used to track mail objects and how aPURL or QR code can be used to track a recipients interaction with a mail object.

Evidence of the direct and indirect infringement for EU Services can be found on EUServices website (http://www.euservices.com/resources/bridging-the-gap-with-qr-codes), For Example, the website provides that EU Services QR code capabilities include: [g]eneric and

personalized QR code generation, [g]eneric and personalized QR code landing pageconstruction [and] [g]eneric and personalized QR code data capture, including visitor traffic and

page behavior information. The website further states that [y]ou may have tested a personalURL with a direct mail piece in the past. QR codes allow you to use personal URL technology

within the QR code so that your reader does not have to physically type the personal URLaddress into their browser. Instead, scanning the QR code takes the user to a personalized webpage for a customized mobile experience. Use these two highly powerful technologies to

pack a one-two punch in your next direct mail campaign.

In light of the foregoing, SMS is prepared to offer AID and EU Services the opportunityto obtain a royalty bearing license under the Asserted Patents, which would allow AID and EUServices to make, use, sell and offer for sale the Infringing Products throughout the United States. If AID and/or EU Services are interested in licensing the Asserted Patents, please contactthe undersigned counsel by May 3, 2013. Otherwise, if we do not hear from you by May 3, wewill assume that AID and EU Services are not interested in licensing the Asserted Patents. At

that time, SMS may pursue all available legal and equitable remedies against AID and EU



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Services and any individuals who have participated in the infringing activities, including trebledamages for your clients willful conduct pursuant to 35 U.S.C. 284, and attorneys fees and costs pursuant to 35 U.S.C. 285.

Sincerely,

s/ Dawn Sestito

Dawn Sestitoof OMELVENY & MYERS LLP

Enclosurecc: Lena Bacani

OMM_US:71619504.1



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EXHIBIT 2



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Exhibit 4



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In association with Tumbuan & Partners

BEIJING

BRUSSELS

CENTURY CITY

HONG KONG

JAKARTA

LONDON

NEWPORT BEACH

NEW YORK

400 South Hope StreetLos Angeles, California 90071-2899

TELEPHONE (213) 430-6000FACSIMILE (213) 430-6407

www.omm.com

SAN FRANCISCO

SEOUL

SHANGHAI

SILICON VALLEY

SINGAPORE

TOKYO

WA SH IN GTO N, D. C.

OUR FILE NUMBER

0772113-00001

WR IT ER 'S DIRE CT DIAL

(213) 430-6352

WRI TE R'S E-MA IL AD DR ES S

[email protected]

June 6, 2013

VIA EMAIL AND FIRST CLASS MAIL

Christopher F. LonegroOBER K ALER ATTORNEYS AT LAW100 Light StreetBaltimore, MD 21202

Re: EU Services Infringement of U.S. Pat. Nos. 8,260,629 and 8,429,093

Dear Christopher:

We have received your letter dated May 29, 2013, which addresses patent infringement

concerns raised in our April 23, 2013 letter to Mr. Doroshow. In your letter, you address twoissues: (1) the validity of the asserted patents; and (2) EU Services infringement of the asserted patents.

With respect to the former, you cited to several prior art references that, according to you, place the validity of the asserted patents in question. We respectfully disagree. The referencesidentified in your letter are at best cumulative over art that has already been considered by theUnited States Patent and Trademark Office (USPTO). For example, during prosecution of the629 Patent, the Examiner considered the Lebaschi reference ( i.e. , U.S. Pub. No. 2006/0106623),which according to the Examiner discloses a barcode that includes a network location of anadvertisement, wherein the recipient can scan the barcode to receive the advertisement. SeeOffice Action dated February 23, 2012, at pages 2-5. Thus, the prior art cited in your letter is nomore relevant than art previously considered by the USPTO. None of the references cited inyour letter or during prosecution of the patents disclose or suggest the use of a personalized QR code to receive data on a content of a mail piece, as offered for sale by EU Services.

With respect to infringement, you argued that the asserted patents are limited to a barcodethat can be used to provide a "sneak preview of data inside a mail piece, and that your clientdoes not practice the claimed inventions. First, the patents are not limited to a barcode that isaffixed on an outer surface of a mail piece and used to provide a sneak preview function. In fact,



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June 6, 2013 - Page 2

during prosecution of the 093 Patent, the Examiner stated that the 093 Patent does not requirethe barcode to be affixed on an outer surface of a mail piece or provide a sneak preview function.See Notice of Allowance dated March 14, 2013, at pages 7-8. Second, while you stated that your client does not practice the claimed invention, their marketing materials suggests otherwise. Inour April 23 letter we cited to EU Services documents that state that they offer personalized QR code services that can be used by their customers to pack a one-two punch in [their] nextdirect mail campaign.

Regardless of the parties positions on infringement and validity of the asserted patents,you stated in your letter that EU Services would like to discuss a non-litigious resolution to thematter. We are willing to participate in such a discussion. Please let me know a date and time

before June 24, 2013, that you are available for a telephone call to discuss this matter further.We are interested in discussing a resolution that not only resolves the QR code patents, but alsothe Intelligent Mail barcode (IMb) patents that are currently the subject of litigation in theCentral District of California.

Sincerely,

s/ Dawn Sestito

Dawn Sestitoof OMELVENY & MYERS LLP



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Exhibit 5



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News & InsightsIntegrated Marketing

www.euservices.com | 649 North Horners Lane | Rockville, Maryland 20850 | 1.800.230.3362

Eight Direct Marketing

Projects WherePersonalized URLs Fit

One of the golden rules of directmarketing is to always include aresponse device in every message sentto your audience. Your arsenal of reply

devices today probably includes businessreply cards, websites and/or 1-800numbers.

More recently, direct mailers have begunsending responders to web sites that matchthe look and feel of a mail package andallow the campaign to continue with morecontent online. A few direct marketershave taken this one step further and areusing personalized URLs in direct mail oremail. Every recipient receives a personallink to a response website that ispersonalized with relevant information

from your data le.

Once you leverage the power of apersonalized URL as a response device,you can capture additional informationabout each one of your respondents andcontinue to drive involvement.

Here are eight examples OFdirect marketingcampaigns where a personalized URL canbe most effective as a response device:

1. EVENT REGISTRATION

Event marketing is extremely time-sensitive as a date is tied to the event andall marketing activities must be plannedaround this date. If you use a mail replycard, you risk receiving some replies toolate due to the mail stream, but a responsevia a personalized URL is instantaneousand can make your projections forattendance more accurate.

Your guests benet from the use of personalized URLs because they will nothave to key enter all of their data into theregistration form. Personalized URL

registration forms can be pre-populatedwith any information in someones le andare editable if needed, allowing you tokeep your database up to date.

If your organization has regularconferences or classes, you can reduce theamount of generic information initiallysent and instead invite recipients tovisit a personalized URL and customize aconference brochure 9 ou can even mailtargeted follow-up material based on theinformation you capture online.

Track and manage attendee lists withease as you automatically build anelectronic le of all registrations fromthe personalized URL response report.This list can be exported and used to sendupdates to your exhibitors, create namebadges and provide an up-to-date rosterfor your event manager.

2. TRADESHOW MARKETINGAs a tradeshow exhibitor, you canutilize personalized URLs in pre-showmarketing communications to informpotential visitors about your organizationbefore the show and encourage them tovisit your booth. Most marketers nd thata contest or promotional item helps toencourage participation in your marketingcampaign. Think about pushing attendeesto register for personalized promotionalgiveaways on the personalized URL that

they will pick up at your booth. If you alsocapture email, you will be able to sendreminders about picking up their item atthe show and increase your booth trafc

overall. Exhibitors also face time constraints whenit comes to tradeshows. The attendee list isgiven out to the exhibitors usually withinonly two to three weeks of the actualevent, leaving limited time to executea complete campaign. Personalized URLsallow for quick response from potentialbooth visitors and permit sales reps toengage these people before the showlaunches. Imagine setting up appointmentsfor sales reps before a tradeshow whatbetter opportunity to have face-to-face

time with potential customers at an event?

3. LEAD GENERATION ANDACQUISITIONDirect marketers typically nd that anemail cannot replace a direct mail piecefor acquisition campaigns, since emailscan easily be deleted or ignored, andemail lists are very costly to acquire.

However, once youve made a connectionwith your potential customer on a

personalized URL, you can capture emailaddresses, update your database, andutilize email as a channel for strategic leadnurturing communications. Personalized URLs can be used to gatheradditional information for each respondentto help you dene and qualify new leads.Simple surveys of three to ve questions



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Integrated Marketing

www.euservices.com | 649 North Horners Lane | Rockville, Maryland 20850 | 1.800.230.3362

with drop down selections will serve toeasily segment your responders for futurecommunications.

Once youve captured a personalized URLresponse, its easy to automate generic orpersonalized follow-up messages. You canalso create an automated message to followup with non-responders by using your

personalized URL response report toremove the names of leads that havealready responded, and then target allothers with an additional mailing or email.

If you have a sales force assigned tovarious geographic territories, you candirect new leads to the proper salesassociates. Leads can be automaticallyassigned to them in real time using theaddress from a personalized URL visitorsdata file. This eliminates a manualassignment process and lag time.

Personalized URLs provide responsetracking and reduce the errors andomissions associated with key-enteringmailed response information. Theseresponses will also provide a link directlyto the acquisition mailing that caused aperson to respond, thus adding anaccurate source code to every lead andeliminating manual data collection.

4. LEAD NURTURINGOnce youve compiled a list of responsesfrom your acquisition campaign, youcan then use personalized URLs for a morecohesive, targeted approach to nurturethese leads. Lead nurturing campaignsinvolve a series of marketing attempts tomove a lead through the conversionprocess. Personalized URLs allow you toautomate some or all of this process, sothat a thoroughly pre-planned campaigncan almost run itself with signicantlyless administrative work for you and youremployees.

Another benet of using personalizedURLs is the testing platform they provide,which allows personalized URL content tobe modified as soon as you discover whathas worked in the testing process. Basedon response rates and conversionperformance, YOUcan make modicationsthroughout the duration of the campaign.These changes can happen immediatelywith no lag time between the launch of anew campaign.

5. LOYALTYAs customers convert from your leadnurturing campaign, you can continue touse personalized URLs to strengthen yourcustomer relationships. Customers canrespond to promotions, access their rewardpoints, redeem points, and renew through alifetime personalized URL that is

constantly updated with new, relevantinformation. This technology exists withsign-in member-based websites, but apersonalized URL allows members to bypassthe sign-in step.

Loyalty personalized URLs also allow forcontinual data collection, which is useful ingaining customer intelligence to utilize forfuture promotions and customer-centricmarketing messages.

6. MEMBERSHIP/CUSTOMER

RENEWAL

Of course, customer erosion is a fact of life as well, making renewal campaignsimperative to reviving customers andmembers. By using the information youcollected on these customers, you cancreate a personalized URL featuringrelevant offers in a renewal campaign toencourage customers to return.

7. DONATION AND SPECIAL

APPEALS

Fundraisers can use information theyvecollected about their donors to personalizepersonalized URL pages. Many not-for-profits already use past giving donationamounts to determine how much they willask from their donors in their nextcommunication. Personalized URLs usedfor pledge forms online allow donors tosee the same variable gift string that theyreceived in the direct mail piece andsimply confirm their information ratherthan re-enter it.

Fundraising direct mail packages typicallyhave at least a website to appease thedonors that would prefer to give onlinevia a secured server. Personalized URLsclose the gap between the mail event andgeneral online donations. When a visitorgives via a personalized URL, it links thedonation definitively to a direct mail

event for simple, effective, andcomprehensive response rate and revenuetracking across both channels.

Personalized URLs also allow not-for-profits ease in offering back-end premiumsto donors. This solution could help reducethe costs of sending front-end premiumsto everyone on your list by providingpremiums only after the individualmakes his or her donation. With theuse of personalized URLs and the ability tocapture information during the time of thedonation, you can also customize the offeras opposed to offering everyone the samepremium.

8. PRODUCT ANNOUNCEMENT

The dynamic tracking capabilitiesof a personalized URL allow marketers tocollect information regarding what links

visitors clicked online, how long theyviewed a page, and which downloads theyrequested, among other things. This couldprovide insight on new product interestsor needs. Marketers can then relay thisinformation to the sales person assignedto an account or use this to create newmessages based on a web visitors specicinterests all accomplished by the initialvisit to a personalized URL.

Clearly, rather than a marketing gimmick,personalized URLs are the ultimateresponse device. Moreover, as part of the

social media revolution, personalized URLsopen another venue for the all-importantconversation with customers. Not only Dpersonalized URL respondents show uswhat theyre interested in by stopping by,the information they choose to leavebehind strengthens the relationship.

EU Services has been helping directmarketers improve their efciencies,

performance and investment in directmarketing production for over 40 years.

EU Services offers print collateral,direct mail production and integrated marketing campaigns using online and ofine media. For more information visitwww.euservices.com

DMAW Marketing Advents

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EXHIBIT 6



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E U

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l S e r i e s Q

Acquisition MailingsBenefit fromPersonalized URLs



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TableContents

of

About 1

Challenge & Solution 2

The Results 3

Lessons Learned 4

Quick Facts 5

EU Services has been great to work with. EU is always looking for

ways to save money in all areas. Our rst time using p-URLs was withEU, and it was a great learning experience on our end. We are very

pleased with the outcome of the PURLs.

-- Karen Miller, Barbour Publishing UHWZHHW WKLVclick here to post this on Twitter



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About Barbour Publishing Since the company began as Book Bargains in 1981, much has happened to bring BarbourPublishing rom a small remainder seller to a prominent Christian publisher. Located in Uhrichsville,Ohio, today Barbours ront list releases number more than 150 titles per year. That, coupled withnearly 1,000 stock titles, allows Barbour to provide retailers around the globe with a ordable andaccessible Christian products or everyone. In its brie history, Barbour has shipped over one hundredmillion books.

Barbour Publishing and EU ServicesEU Services helps promote Barbour Publishings line o Christian-inspired mystery novels through the

use o targeted direct mail that eatures variable data printing and personalized URLs (PURLs).

Background of Barbours PURL campaign An EU sales representative learned o Barbour Publishing at a tradeshow exhibit. The salesrepresentative contacted publisher Karen Miller to discuss Barbours direct marketing needs. Shelearned that Barbour had been considering the use o a cross media campaign with personalizedlanding pages (p-URLs) or some time, but had not yet tried them. We thought that using p-URLsin our campaign would make it easier on the customer, who would have their own personal websiteto visit.

1

ABOUT

EU SERVICES: 649 North Horners Lane . Rockville, MD 20850 . (301) 424-3300 . www.euservices.com



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2EU SERVICES: 649 North Horners Lane . Rockville, MD 20850 . (301) 424-3300 . www.euservices.com

CHALLENGE & SOLUTION

The ChallengeWhile Barbour has a very loyal customer base, the publisher wanted to determine i p-URLs would

help build the companys Mystery Book o the Month Club membership.

The SolutionBarbour implemented a direct mail package eaturing p-URLs that included a 6x9 carrier, a variable-data-printed personalized letter, and a matching personalized reply orm. In the test, p-URLs wereincluded to drive respondents to the personal website, where they could join the Mystery Book o theMonth Club and choose rom our ree titles.

The frst test o 200,000 pieces incorporated a our-way split: one package eatured a bright, 4-colorenvelope with no p-URLs; the second carrier was a plain 2-color envelope with no p-URLs; the thirdcarrier eatured the plain 2-color envelope with p-URLs; and the ourth test used the 4-color envelopewith p-URLs.

The next time Barbour mailed, they used p-URLs or both parts o a two-way split test o the o erone eaturing our titles or ree, the other eaturing our titles or 99 cents.



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THE RESULTS

3EU SERVICES: 649 North Horners Lane . Rockville, MD 20850 . (301) 424-3300 . www.euservices.com

The Result Karen says, We have been pleasantly surprised at the number o sign-ups we receive thru thep-URLs. The cost was very minimal and the p-URL brought up each customers in ormation

automatically. P-URLs also saved postage, since customers dont have to send anything back tous via USPS.

By their very nature, p-URLs disclose exactly where a response originates, both rom which listand rom which geographic area. Moreover, no key coding is necessary to gain the in ormationbecause p-URLs capture list in ormation automatically. Karen says, We now have more accurate response rates because, when responders sign up viathe p-URL, we can track their key codes to the list they came rom. This helps us analyze each listindividually and gather more accurate response data.

The initial test was so success ul that Barbour is considering expanding p-URLs to market thecompanys Romance Series.



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4

ABOUT


Lessons Learned Going orward, Barbour plans to expand its interaction with p-URL visitors. We would like toollow-up with the customers who visited their p-URL but chose not to join the book club, Karen

says.

In the uture, we also would like to add the p-URLs to our romance book club. Through the p-URLwe want to match the name to the list they came rom. This will help analyze each list individuallyand provide more accurate response rates.

LESSONS LEARNED



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Q UICK FACTS

5

ABOUT


Quick Facts P-URLs boosted response and have become a part o every direct mail campaign to

promote the Mystery Book o the Month Club membership.

Because the PURLs tie each respondent to a particular data source, Barbour now knows,automatically, which segment o its list produced the response, without incurring theexpense o key coding.

Barbour saves postage on response mail.

P-URLs e ectuate detailed in ormation about which lists are producing which responserates, thus enhancing uture marketing e orts.



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EU Services is a direct marketing company with an extensive

line o production options, proactive project management and

innovative campaign optimization solutions. Together well plan

your direct marketing campaign, produce the components

and perfect the process to achieve the best results.

649 North Horners Lane . Rockville, MD 20850www.euservices.com . blog.euservices.com

UHWZHHW WKLVclick here to post this on Twitter



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E U

S e r v

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E d u c a

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l S e r i e s

Bridging the Gapwith QR Codes:From Direct Mailto Mobile Marketing

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Introduction 1

What are QR Codes? 2

Using QR Codes with Direct Mail 3

Getting Started 7

Working with EU Services 11

TableContents

of

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1 EU SERVICES: 649 North Horners Lane . Rockville, MD 20850 . (301) 424-3300 . www.euservices.com

Direct mailers know their barcodes.

POSTNET barcodes can easily be deciphered i you know how to read between the lines,

so to speak. The Intelligent Mail Barcode (IMB) is a little more complicated, but the industryis readily adopting this technology. However, it seems that direct mailers have shied away

rom the latest barcode technology in our industry QR codes. The majority o QR code

users are currently advertisers. So why have direct mailers ignored this latest technology?

Lets take a look at what QR codes are, how they work, and why you should consider

using a QR code or your next mailing.

Introduction

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EU SERVICES: 649 North Horners Lane . Rockville, MD 20850 . (301) 424-3300 . www.euservices.com 2

What are they and how do they work?

A Quick Response (QR) code is a two-dimensional or matrix

barcode containing data that can be read by a smart phone usingthe phones camera and a QR code reader application. Once

scanned, the QR code can direct the user to a URL, dial a phone

number, set up a calendar event, direct you to an email address,

send a SMS (text message), play a video, or provide geo-location

(mapping) in ormation.

I youre not sure what to look or, you may have missed these small square boxes that are

flled with complex patterns o black and white pixels. These pixels contain data which is

scanned by a smart phone and triggers a web URL to launch on the scanners phone.

QR codes have become the most common 2D barcode; however, there are more than40 2D barcodes available or use. They contain a higher data capacity than other barcodes,

and the usage o these barcodes is spreading rom billboards to print advertisements to

direct mail and even clothing.

Scan this QR Code with yourmobile phones QR code reader,or go to www.euservices.com.

What are QR Codes?

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Why use them for Direct Mail?

Here are a ew ideas on how to incorporate a QR code into a direct mail campaign:

Product Information. Reduce the amount o in ormation printed on your direct mail pieceby driving the reader to your webpage instead. A QR code makes it easier to deliver product

in ormation via a web page or a product demonstration video, and easier or the reader to

receive the in ormation in a ormat thats convenient or their busy li estyle.

Example: Blue Cross Blue Shield Blue Cross Blue Shield (BCBS) utilized a QR code on a

postcard mailing that drove users to BCBSs online medical care provider directory. BCBS

saved over $300,000 that would have been spent on printing and mailing hard copy directories.

The health care market is also utilizing QR codes to provide monthly summaries or customers

instead o single summaries on individual claims (Source: InPlant Graphics, July 1, 2011).

Drive donations online. Not- or-proft appeals that use reply cards and return envelopes

could also o er a QR code or donors to scan. Direct your donors to a landing page so that

they can act immediately. Youre saving your donors time by relieving them rom the e ort o

typing in the address online, and youre providing them with the reedom to donate rom virtually

anywhere at any time.

Using QR Codes with Direct Mail

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Drive sales online. I you send out product catalogs or brochures to promote purchases,

you may want to consider using QR codes to direct buyers to a specifc product where they

can learn more, read client testimonials, and make a purchase.

Example: Papa Johns International and AT&T Papa Johns International, Inc. and AT&T teamed

up to promote their services and drive sales to around 200,000 consumers with a QR code on a

direct mail piece. Once the reader downloaded the so tware needed to read the code, they could

access Papa Johns mobile-device ordering website. Users were rewarded with a ree pizza.

The campaign ound that 80% o consumers who downloaded the QR code scanner went on to

scan the Papa John QR code and then order pizza via the mobile website. This resulted in over

$1 million in revenue directly rom the QR code in the frst six months o the campaign (Source:

Mobile Marketing, http://www.mobilemarketer.com/cms/news/commerce/2211.html).


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Conference handouts. Reduce the amount o printed material you hand out at a tradeshow

by o ering QR codes. Visitors can access the in ormation at the booth or request it once

they return rom the show and are ready to use the in ormation. You could also provide video

presentations to visitors that didnt have time or a presentation at your booth.

Example: UK Museums UK Museums used QR codes at their con erence to help people

connect. QR codes were printed on attendee badges and once scanned, provided the

scanner the attendees in ormation via email. The person scanning the QR code also had

the option o adding the contact in ormation to their address book automatically without

key entering in ormation. UK Museums reported that around 27% o their attendees took

advantage o the QR codes (Source: Electric Museum, http://electronicmuseum.org.

uk/2009/12/07/uk-museums-on-the-web-2009-qr-in-the-wild/).

Registration. Allow recipients o your direct mail package the opportunity to register or anupcoming event or newsletter via QR codes. Event registration is o ten put o until the last

two weeks be ore the actual event date, most likely due to our busy schedules. Provide a

QR code or your possible attendees to scan and go back to when they are ready to sign up

or the event. Or allow them to sign up or email reminders about the con erence. QR codes

used with event planning open up a huge number o possibilities.


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Coupons. Many mobile marketers are using coupons to drive store tra fc. Mobile coupons

are convenient or shoppers as they usually have their mobile device with them, but may

orget paper coupons. Provide coupons via QR codes or users at your retail locations. You

can easily track and monitor activity.

Directions/Maps. Send direct mail notifcations to announce new openings or your brick

and mortar locations. You can help recipients easily navigate to the new location by o ering

a QR code that provides them with directions on their smart phones. They can access these

directions whenever and wherever they are.

Personal URLs. You may have tested a personal URL with a direct mail piece in the past. QR

codes allow you to use personal URL technology within the QR code so that your reader does

not have to physically type the personal URL address into their browser. Instead, scanning

the QR code takes the user to a personalized webpage or a customized mobile experience.Use these two highly power ul technologies to pack a one-two punch in your next direct mail

campaign.

Schedules. QR codes can populate a readers mobile phone calendar with an event. Its like

a virtual save-the-date reminder that your users can easily access and store in their mobile

device. This concept would work well with con erences, webinars, special retail promotions,

or not- or-proft a-thon type events.

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Getting Started

No child should go hungry.

See how youcan help...(Scanthis QRCode withyourmobilephonesQRcodereader,orgo to www.euservices.com/XXX.)

Pre-SortedFirst Class MailU.S. Postage

PAIDRockville, MD

Permit No. 800

Mr. John Q. SampleEUServices649 North HornersLaneRockville, MD12345-6789

Mr. John Q. Sample

Are you ready to help make a difference? The EU Caring Campaign was started in 1981 as part of EUServicescommitment to community involvement. In its 30-year history, we have been able to reach out tofamilies in need to provide nancial, educational, and emotional support during difcult times.

Our primary focus has always been to help the children of these families. During the course of a year, theEU Caring Campaign works with up to 15 families within our community.

y At the beginning of the school year, every family is given the funds to purchase schoolclothes, shoes and school supplies for their children.

y There is a fun-lled Holiday Party complete with Santa and gifts.

yFood is regularly provided for holiday meals, as well as help with emergencyutility bills.

y Any child 8 years of age and above is also given an opportunity to attend a two-week summer camp program always a huge favorite with the kids and the parents.

In addition, the EU Caring Campaign established a scholarship fund for needy students at MontgomeryCollege in Rockville, MD, and provides educational assistance to individual family members wheneverneeded. We actively support many local charitable organizations, and participate in special communityprojects, such as Christmas in April.

Margaret Mead, the renowned anthropologist, has said, Never doubt that a small group of thoughtful,committed citizens can change the world; indeed, its the only thing that ever has. For more than 30years, the EU Caring Campaign has made it a practice to follow these insightful words. We do make adifference in the community and you can, too.

Wo n t y o u j o i n u s

i n

h e l p i n g y o u r c o m m

u n i t y

t h r o u g h t h e E U C a

r i n g

C a m p a i g n

Mr. John Q. SampleEUServices649 North HornersLaneRockville, MD12345-6789

Yes, I would like to join you in helping our community by supporting the EU Caring Campaign today!

2WKHU BBBBB

Please see reverse for payment information.

Please use my donation for:Food for familiesClothing for childrenCollege ScholarshipsSchool Supplies

Emergency utility billsSummer camp for a needy child

Wherever theneed isgreatest

T h a n k y o u

About EU Caring Campaign

The EU Caring Campaign,Inc. is a charitable, non-proftorganization that is directedand managed by EU Servicesemployees. Totally unded byemployee payroll deductionsand company unds tomatch, this organizationsupports fve programs: localamilies, emergency aid,special projects, charitableorganizations and educationalassistance.

Since its development in 1981,it has continued to make adi erence by helping those lessortunate.DONATE NOW

Our Services VolunteerEvents

Every day hundreds o children in your own community go hungry. They rely on one good mealduring school hours to fll their stomachs. What happens to these children over the weekends?

And children who are not enrolled in school su er even more! Their amilies o ten turn to localood banks or emergency programs to stretch ood dollars throughout the year.

The EU Caring Campaign, Inc. makes a concerted e ort to ensure that children are notneglected through our long-standing relationship with organizations such as the CommunityMinistries o Rockville and the MANNA Food Center. With one donation to the CaringCampaign, you can support:

t 5IF 4NBSU 4BDLT JOJUJBUJWF UIBU MMT CBDLQBDLT GVMM PG LJE GSJFOEMZ GPPE FWFSZweekend or students while school is in session;

t ."//" 'PPE $FOUFS BOE UIF WPMVOUFFST XIP EPOBUF GPPE BOE UIFJS UJNF UPpack groceries every month or distribution;

t $PNNVOJUZ .JOJTUSJFT PG 3PDLWJMMF UIBU QSPWJEFT BTTJTUBODF GPS BMM UZQFT PGemergencies; and

t 5IF &6 $BSJOH $BNQBJHO T WFSZ PXO 'BNJMZ 1SPHSBN UIBU PGGFST POHPJOHsupport to needy amilies throughout the year.

Do you know how you canhelp feed the children in yourcommunity?

www.euservi ces.com blog.euservi ces.com www.twit t er.com/euservi ces www.l inkedin.com www.facebook.com

Are you ready to make a difference in your community?

Use QR Codes to Drive Donations

Not- or-proft organizations are utilizing QR codes to relay in ormation about their cause

to the public. Once someone is engaged online, its the per ect time to ask or a donation.Include links to donate or visit the organizations social media pages to continue the

conversation and improve the chances o uture involvement and donations.

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E v e r y d a y h u n d r e d s o c h i ld r e n i n y o u r o w n c o m m u n it y g o h u n g r y . T h e y r l y n

d u r in g s c h o o l h o u r s t o f l l th e ir s t o m a c h s . W h a t h a p p e n s t o th e s e c h i l d r e n v r t

A n d c h i ld r e n w h o a r e n o t e n r o ll e d i n s c h o o l s u e r e v e n m o r e ! T h e i r a m i li e t n

o o d b a n k s o r e m e r g e n c y p r o g r a m s t o s t r e t c h o o d d o ll a r s t h r o u g h o u t t h e y r .

T h e E U C a r i n g C a m p a i g n , I n c . m a k e s a c o n c e r t e d e o r t t o e n s u r e t h a t c h i l r n r

n e g le c t e d t h r o u g h o u r lo n g -s t a n d in g r e l a ti o n s h ip w it h o r g a n iz a ti o n s s u c h t h

M i n is t r ie s o R o c k v il le a n d t h e M A N N A F o o d C e n t e r. W i t h o n e d o n a t io n t t h r i n

C a m p a ig n , y o u c a n s u p p o r t : t 5 I F 4 N B S U 4 B D L T JO JU JB U JW F U I B U M MT C B D L Q B D L T G V M MP G L J E G S J O MZ G

w e e k e n d o r s tu d e n t s w h i le s c h o o l is in s e s s i o n ;

t . " / / " ' P P E $ F O U F S B O E U I F W P M V O U F F ST X I P E P O B U F G P O UI JS U J

p a c k g r o c e r ie s e v e r y m o n t h o r d is t r i b u t i o n ;

t $ P N N V O J U Z . JO J T U S J F T P G 3 P D L W J MM F U I B U Q S P W JE F T B T T J T U B O D G S M MU Z

e m e r g e n c i e s ; a n d t 5 I F & 6 $ B S J O H $ B N Q B JH O T W F S Z P X O ' B N J MZ 1 S P H S B N U I B U G G S O J O

s u p p o r t t o n e e d y a m i li e s t h r o u g h o u t t h e y e a r .

D o y o u k n o w h o w y o u c a n h e l p f e e d t h e c h i l d r e n i n y o u r

c o m m u n i t y ?

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Getting Started

NO POSTAGENECESSARY

IFMAILEDINTHE

UNITED STATES

BUSINESS REPLY MAILFIRST-CLASS MAIL PERMITNO . XXXX CIT Y STATE

POSTAGE WILL BE PAID BY ADDRESSEE

EU SERVICES649 NORTH HORNERS LANEROCKVILLE, MD 12345-6789

649NorthHornersLn .Rockville,MD20850 .www.EUServices.com

LIMITED TIME ONLY!Your Professional

Subscription Discount


PAIDRockville, MD

Permit No. 800

649 North Horners Lane . Rockville, Maryland 20850-1299 . 800.230.3362 . 301.424.3300 . www.euservices.com

John Q. SampleEU Services649 North Horners LaneRockville, MD 12345-6789

Dear Mr. Sample,

EU Services is a direct mail company with an extensive line o resources available to subscribers who areinterested in staying up-to-date with the latest direct mail marketing in ormation. Our goal has always been touniquely position ourselves to meet the challenges o the industry with timely resources pulling rom productionexpertise and knowledge. We o er monthly publications pertaining to what others in the industry are doing toget results, as well as production and marketing techniques that will improve per ormance.

Our mission is to help our subscribers achieve their business goals and play a key role in theirsuccess through the best, most relevant in ormation available in the marketplace.

Why sign up or this subscription? Because the value cant be beat or direct mail marketers.

Becoming a subscriber means you will have exclusive access to resources rich in thein ormation that will make your job as a direct marketer easier to manage. Youll get:

t *EFBTUIBU DBOIFMQ ZPVUBLF BEWBOUBHF PGFWFSZ PQQPSUVOJUZ UP MFWFSBHFemotion to maximize the e ectiveness o their message within a directmail package comprehensive guide will ensure that you have examinedand explored your campaign in depth

t $PNQSFIFOTJWF HVJEFTUIBUXJMM FOTVSF ZPVIBWF FYBNJOFEBOE FYQMPSFEyour campaigns in depth

t &YDMVTJWF DBTF TUVEJFTUIBUQSPWJEF SFBM FYBNQMFTPG IPX NBSLFUFSTKVTUlike you are applying direct marketing tactics and getting results

Dont miss out. Gain a leg up on the competition and stay on top o the latest and greatestindustry trends

Sincerely

$SZTUBM 6QQFSDVF $JSDVMBUJPO .BOBHFS

See how one company revolutionized their orderingprocess

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P.S. Act fast to get a tremendous discount on this subscription - an offer that wont be available for long! This offer expires at the end of the summer on August 31, so sign up soon.

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ABOUT THIS SUBSCRIPTION At EU Services, we believe it is essential or us to provide resources and tools that enable pro essionals to better prepare direct market-ing campaigns or their organizations. We o er a pro essional subscription or an educational series with resources on direct marketingtopics like case studies, planning guides, newsletters with industry updates and other help ul materials. This product was established in2000 to present direct mail and marketing pro essionals with the opportunity to beneft rom classes and publications on topics rangingrom tips to improve e fciencies and use new technology to whats new in the marketplace.

You Save75%

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SATISFACTION GUARANTEED I EU doesnot meetall yourexpectationssimply letusknow (call 800-230-3362), andyou will geta ull re undonall unmailedissues no questionsasked.

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Boosting Direct MailResponse Rates:

13 Ways to Drive Emotion

Tailoring Your Messages:A Guide to One-to-One Direct

Mail Marketing

Planning for Success:A Guide to Planning a Direct MailCampaign for Your Organization

QR Codes Can Create Revenue

Direct mail can be an ideal channel to promote new products, but there may not be enough

room to give all the details. Instead, use a QR code to send readers online to get the productdetails. Encourage a transaction by including a link rom the QR landing page to buy now.

a ull reun

E

nization

A B O U T T H I S S U B S C R I P T I O N A t E U S e r v i c e s , w e b e l ie v e it i s e s s e n ti a l o r u s t o p r o v id e r e s o u r c e s a n t l

i n g c a m p a ig n s o r t h e i r o r g a n iz a t io n s . W e o e r a p r o e s s i o n a l s u b s c r ip t i n r

t o p i c s li k e c a s e s t u d ie s , p l a n n in g g u i d e s , n e w s l e tt e r s w i th i n d u s tr y u p d t n

2 0 0 0 t o p r e s e n t d ir e c t m a il a n d m a r k e t i n g p r o e s s io n a l s w it h t h e o p p o r tu n i t y t

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An n u a l C o v e r P r i c e $ 5 9 .5 0 Y o u r P r o f e s s i o n a l R a t e $ 14 .9 5

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B o o s t in g D i r e c t M a i l R e s p o n s e R a t e s : 13 W a y s t o D r i v e E m o t i o n T a il o r i n g Y o u r M e s s a g e s :

A G u i d e t o O n e - t o - O n e D ir e c t M a i l M a r k e t i n g P l a n n i n g f o r S u

A G u id e t o P l a n n i n g a C a m p a i g n f o r Y o u r O r g

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SATISFACTION GUARANTEEDI EU does not meet all your expectations simply let us know (call 800-230-3362), and you will get a ull re und

on all unmailed issues no ques ions asked.

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Getting Started

Encourage Registration with QR Codes

Whether you are promoting registration or membership or an event through direct mail,

QR codes allow or direct access to related in ormation online with ease and convenience. The landing page should provide help ul acts like times, locations, contact names and,

o course, a link to register.

www.euservices .com blog.euservi ces.com www.twi tt er.com/euservices www.l inkedin.com www.facebook.com

Thursday, April 14, 2011

Direct Mail 101The basics of direct mail for

beginners

Thursday, May 12, 2011

Direct Mail 202 Advanced direct mail techniques

and campaign planning

Tuesday, May 24, 2011

Paper Primer 101The basics of paper, including

environmentally-friendly options

At EU Services, we eel it is essential or us to provide educationalresources to ensure that our customers have all the in ormation theyneed to be success ul. To that end, EU University was established in2000 as part o our Customer Care Program. It is a seminar seriesdesigned to provide those in the direct marketing pro ession with theeducational tools, current industry in ormation and production insightsnecessary to help them develop their direct marketing campaigns.

REGISTER NOW

FREE TO ALL EU SERVICES CUSTOMERS


PAIDRockville, MD

Permit No. 800

649 N orth H orne rs L aneRockville, MD 20850-1299

Get more informationabout these sessionsandthe dates andtimes t hey are availablewhenyouscanthis Quick Response codewithyourmobile phones QRcode reader,orvisit www.euservices.com/euuniversity.

Mr. John Q. Sample649 North Horners LaneRockville, MD 20850

Get ready to Set Sail for Successthis year by attending the latest seriesof complimentary seminars forSpring 2011 presented by EU University.

Your budgetswerecut.Your staff reduced. Your mailplansslashed or even eliminated.Nowthat theeconomy hasturned thecorner

youvegot to makeup for lost time.Find new donorsor membersor customers.Ramp up your mailplan.Hirenew staff.So whereto start?

Attend our mostpopular classes,DirectMail 101and 202. Youlllearn thefundamentals of printing,how to makethe mostof your data,and theins and outsregarding postalrates and rules.Thesefast-pacedsessionsareintended tointroducebeginnersto allaspectsof directmailproduction while serving asa refresher for thosewhohavebeen involved in production butwantto stay current.

witter.com/

w w w .e u se r vi ce s .c o m bl og .e u s er v i c es .c o m

w w w .t w it te r.c o m / e u s er ic es .l in ed

T h u r s d a y , A p r il 14 , 2 0 11D ir e c t M a il 10 1 T h e b a s i c s o f d ir e c t m a i l fo r b e g in n e r s

T h u r s d a y , M a y 12 , 11D ir e c t M a il 2 0 A d v a n c e d d i re c t m a il te c h n i u

a n d c a m p a i g n p l a n n i n A t E U S e rv ic e s , w e e e l it i s e s s e n t ia l o r u s to p ro v id e e d u c a tio n l

re s o u r c e s to e n s u r e t h a t o u r c u s t o m e r s h a v e a l l t h e i n o r m a ti o n t h y

n e e d t o b e s u c c e s s u l. T o th a t e n d , E U U n iv e r s i ty w a s e s ta b l is h e i n

2 0 0 0 a s p a r t o o u r C u s to m e r C a r e P r o g r a m . I t is a s e m i n a r s e r i

d e s i g n e d t o p r o v i d e t h o s e in th e d ir e c t m a rk e t in g p r o e s s io n w it h t h

e d u c a t io n a l to o l s , c u r r e n t i n d u s t r y in o rm a tio n a n d p r o d u c ti o n in i h t

n e ce s s a r y to h e lp th e m d e v e lo p t h e ir d i r e c t m a r k e ti n g c a m p a i g n .

Register At: www.euservices.com/john

John,Sail for Success

At Our Spring 2011 Sem inar Series

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Getting Started

QR Codes Provide Information Now

Consumers want in ormation on their terms and at lightening speed. QR codes

provide point and click technology that enables viewers to access additional materialinstantaneously. Use QR codes on announcement mailings to provide a landing page with

directions or save-the-date in ormation or your mobile device. QR code-driven landing

pages can also o er coupons or contact in ormation downloads.


PAIDRockville, MD

Permit No. 800


John, dont miss our grand opening event!

Visit our newest location for an event that cant be missed!

9016 Monocacy Boulevard Frederick, Maryland 2170 1

Grab some ree ood rom local vendors,enjoy music, and shop our special opening day deals! Plus...the frst 500 customers who make a purchase will get a ree gi tvalued at $20! Be sure to save the date.See you Saturday, August 6th!

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nkedwww.li

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G r a b so me r e e o o d ro m l o c a l v e nd o rs ,

e n j o y mus ic , a nd sho p o ur s p e c i a l o p e ni n g

d a y d e a l s ! P l us ...the f r s t 5 0 0 c us t o me r s

w ho ma k e a p ur c ha se w i l l g e t a r e e g i t

v a l ue d a t $ 2 0 ! B e s ur e t o s a v e t he d a t e .

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Working with EU Services

EUs QR Code Capabilities

Consider utilizing QR codes in your next direct mail program to increase your program

awareness and potential response rates. EU Services QR code capabilities include:Q Generic and personalized QR code generation

Q QR code placement advice or your direct mail package

Q Generic and personalized QR code landing page construction

Q Generic and personalized QR code data capture, including visitor

tra fc and page behavior in ormation

Q QR code landing page optimized or mobile inter ace

Q Save the Date mobile calendar inter ace with mobile deviceQ Map application inter ace with mobile device

Q vCard contact download inter ace with mobile device

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www.euservices.com

blog.euservices.com

www.twitter.com/euservices

www.linkedin.com/company/eu-services

www. acebook.com/pages

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649 North Horners Lane . Rockville, MD 20850www.euservices.com . blog.euservices.com

EU Services is a direct mail marketing

company with an extensive line o production

options, proactive project management and

innovative per ormance optimization solutions.

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secured mail solutions v. envelopes unlimited et. al

Documents