Constant Contact is letting its small business customers create QR codes that let prospects sign-up and receive promotions, news and coupons via their mobile device.

The Scan-to-Join initiative lets small businesses use mobile to better reach consumers. Through the new feature, small businesses can let new customers join their email list by scanning the QR code ? whether it?s at an event, on a flyer or in-store.

?We want to make it super easy for our small business customers to grow their email lists,? said Joel Hughes, senior vice president of strategy and corporate development at Constant Contact, Waltham, MA.  

?A great, permission-based email list is the key to any successful marketing program, and we know just how valuable that list can be to a small business,? he said. ?Our goal is to arm small businesses with the tools needed to grow their lists, no matter where their customers are.  

?Scan-to-Join is the latest addition to that tool kit, and it really enables our customers to benefit from mobile technology.?

Constant Contact develops marketing tools that help small businesses create and grow customer relationships.

Mobile interaction
In addition to building their email lists through the new QR code initiative small businesses can also save the QR to their computer so they can place the image on business cards, brochures and any other promotion material.

According to Constant Contact, the Scan-to-Join initiative was an idea that came from one of the employees during the company?s second annual Innovation Day.

?Our Text-to-Join feature was a big hit with customers, and we wanted to give them another really easy way to grow their lists from their mobile phones,? Mr. Hughes said.

?By using QR codes, all it takes is a simple scan from a smart phone for consumers to join the email list of a business or organization they love and want to stay in touch with,? he said.

?QR codes also allow a business to place the barcode almost anywhere ?on a business card, a flyer, or even just at the register.

Getting the word out
Constant Contact is letting consumers know about the new QR code initiative through its Web site, which also features a short tutorial video.

For the company, QR code are an effective way to drive consumer engagement.

Mobile bar codes are a hot commodity right now and marketers are increasingly using them for their mobile efforts.

?Mobile is an excellent complement to our growing suite of online marketing tools for small businesses,? Mr. Hughes said.

?The convergence of social, local, and mobile presents fantastic new opportunities to help small businesses find success,? he said.

?For them, it has always been about finding and connecting with their next customers, whether the customer is returning or brand new, and mobile is a great tool for this because of its anytime, anywhere nature.?

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York