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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 Street
Los Angeles, California 90071-2899
TELEPHONE (213) 430-6000
FACSIMILE (213) 430-6407
www.omm.com

SAN FRANCISCO
SEOUL
SHANGHAI
SILICON VALLEY
SINGAPORE
TOKYO
WASHINGTON, D. C.
OUR FILE NUMBER
772,113-1
WRITER' S DIRECT DIAL
(213) 430-6352
WRITER' S E- MAIL ADDRESS
dsestito@omm.com
April 23, 2013
VIA E-MAIL AND FIRST CLASS MAIL
J ames E. Doroshow
FOX ROTHSCHILD LLP
1800 Century Park East, Suite 300
Los Angeles, CA 90067-1506
Re: AID and EU Services Infringement of U.S. Pat. Nos. 8,260,629 and
8,429,093
Dear J ames:
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 629
Patent) 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 Infringing
Products 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 mail
object.
Such features can be seen, for example, in Claim 10 of the 093 Patent. Claim 10 recites
a 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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J ames E. Doroshow, Esq., April 23, 2013 - Page 2
unique identifier, tracking code, etc.), etc.), comprising: at least one database for storing at least
said 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 mail
device, said at least one application being configured to: use at least the first set of mail data to
generate said barcode (e.g., generate the QR code, etc.); and affix said barcode to said mail
object (e.g., affix the QR code on the mail object, etc.), said mail object being submitted to a
mail carrier for delivery to a recipient of said mail object; at least one other application operating
on at least said second mail device, said at least one other application being in communication
with said database and a reception device of said recipient (e.g., a smart phone, etc.) having at
least a scanner and a display, and being configured to: receive said first set of mail data from
said 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 data
corresponding 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 to
receiving said first set of mail data (e.g., providing the web page identified by the PURL or URL
to 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 1
recites a method for providing electronic data (e.g., a web page, etc.) to a recipient of a physical
mail object, said electronic data corresponding to 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.),
comprising: affixing a single barcode (e.g., a QR code, etc.) to an outer surface of said physical
mail object, said single barcode including at least a first set of mail data (e.g., a PURL, a URL
together 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 electronic
data in at least one database; delivering said physical mail object to said recipient via a mail
carrier; using a reception device (e.g., a smart phone, etc.) to scan said single barcode to retrieve
said first set of mail data; sending by said reception device said first set of mail data to a mail
device (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 device
in 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 by
displaying said electronic data on said display via a web browser (e.g., displaying the web page
on the display of the smart phone, etc.); wherein said electronic data corresponds to data that is
included inside said physical mail object (e.g., the web page for the mail object clearly includes
data 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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J ames E. Doroshow, Esq., April 23, 2013 - Page 3
contributed to and induced others (e.g., its customers, recipients of mail objects, etc.) to infringe
the 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 electronic
data in a storage device and provide the electronic data to the reception device, inducing
recipients to scan the personalized QR codes, etc.). Because the Infringing Products are not a
staple article of commerce suitable for substantial non-infringing use, and because they were
especially made or adapted for use to infringe the Asserted Patents, or to allow others to infringe
the Asserted Patents, AIDs and EU Services actions constitute acts of at least indirect
infringement.
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, hundreds
or thousands of letters, greeting cards, postcards or sales brochures and that responses can be
tracked with a PURL or QR code. Provided on the websites are flow charts showing how
Smart Barcodes (e.g., Intelligent Mail barcodes) can be used to track mail objects and how a
PURL 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 EU
Services 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 page
construction [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 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 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 opportunity
to obtain a royalty bearing license under the Asserted Patents, which would allow AID and EU
Services 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 contact
the undersigned counsel by May 3, 2013. Otherwise, if we do not hear from you by May 3, we
will 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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J ames E. Doroshow, Esq., April 23, 2013 - Page 4
Services and any individuals who have participated in the infringing activities, including treble
damages 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 Sestito
of OMELVENY & MYERS LLP
Enclosure
cc: Lena Bacani
OMM_US:71619504.1
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EXHIBIT 2
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032
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Exhibit 3
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033033
033
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034034
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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 Street
Los Angeles, California 90071-2899
TELEPHONE (213) 430-6000
FACSIMILE (213) 430-6407
www.omm.com

SAN FRANCISCO
SEOUL
SHANGHAI
SILICON VALLEY
SINGAPORE
TOKYO
WASHINGTON, D. C.
OUR FILE NUMBER
0772113-00001
WRITER' S DIRECT DIAL
(213) 430-6352
WRITER' S E- MAIL ADDRESS
dsestito@omm.com
J une 6, 2013
VIA EMAIL AND FIRST CLASS MAIL
Christopher F. Lonegro
OBER KALER ATTORNEYS AT LAW
100 Light Street
Baltimore, 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 two
issues: (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 references
identified in your letter are at best cumulative over art that has already been considered by the
United States Patent and Trademark Office (USPTO). For example, during prosecution of the
629 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 an
advertisement, wherein the recipient can scan the barcode to receive the advertisement. See
Office Action dated February 23, 2012, at pages 2-5. Thus, the prior art cited in your letter is no
more relevant than art previously considered by the USPTO. None of the references cited in
your 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 barcode
that can be used to provide a "sneak preview of data inside a mail piece, and that your client
does not practice the claimed inventions. First, the patents are not limited to a barcode that is
affixed on an outer surface of a mail piece and used to provide a sneak preview function. In fact,
035
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J une 6, 2013 - Page 2
during prosecution of the 093 Patent, the Examiner stated that the 093 Patent does not require
the 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. In
our 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] next
direct 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 the
matter. We are willing to participate in such a discussion. Please let me knowa date and time
before J une 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 also
the Intelligent Mail barcode (IMb) patents that are currently the subject of litigation in the
Central District of California.
Sincerely,
/s/ Dawn Sestito
Dawn Sestito
of OMELVENY & MYERS LLP
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Exhibit 5
Case 2:13-cv-05242-DOC-AN Document 1 Filed 07/19/13 Page 41 of 92 Page ID #:65
News & Insights Integrated Marketing
www.euservices.com | 649 North Horners Lane | Rockville, Maryland 20850 | 1.800.230.3362
Eight Direct Marketing
Projects Where
Personalized URLs Fit
O
ne of the golden rules of direct
marketing is to always include a
response device in every message sent
to your audience. Your arsenal of reply
devices today probably includes business
reply cards, websites and/or 1-800
numbers.
More recently, direct mailers have begun
sending responders to web sites that match
the look and feel of a mail package and
allow the campaign to continue with more
content online. A few direct marketers
have taken this one step further and are
using personalized URLs in direct mail or
email. Every recipient receives a personal
link to a response website that is
personalized with relevant information
from your data le.
Once you leverage the power of a
personalized URL as a response device,
you can capture additional information
about each one of your respondents and
continue to drive involvement.
Here are eight examples OFdirect marketing
campaigns where a personalized URL can
be most effective as a response device:
1. EVENT REGISTRATION
Event marketing is extremely time-
sensitive as a date is tied to the event and
all marketing activities must be planned
around this date. If you use a mail reply
card, you risk receiving some replies too
late due to the mail stream, but a response
via a personalized URL is instantaneous
and can make your projections for
attendance more accurate.
Your guests benet from the use of
personalized URLs because they will not
have to key enter all of their data into the
registration form. Personalized URL
registration forms can be pre-populated
with any information in someones le and
are editable if needed, allowing you to
keep your database up to date.
If your organization has regular
conferences or classes, you can reduce the
amount of generic information initially
sent and instead invite recipients to
visit a personalized URL and customize a
conference brochure9ou can even mail
targeted follow-up material based on the
information you capture online.
Track and manage attendee lists with
ease as you automatically build an
electronic le of all registrations from
the personalized URL response report.
This list can be exported and used to send
updates to your exhibitors, create name
badges and provide an up-to-date roster
for your event manager.
2. TRADESHOW MARKETING
As a tradeshow exhibitor, you can
utilize personalized URLs in pre-show
marketing communications to inform
potential visitors about your organization
before the show and encourage them to
visit your booth. Most marketers nd that
a contest or promotional item helps to
encourage participation in your marketing
campaign. Think about pushing attendees
to register for personalized promotional
giveaways on the personalized URL that

they will pick up at your booth. If you also
capture email, you will be able to send
reminders about picking up their item at
the show and increase your booth trafc
overall.

Exhibitors also face time constraints when
it comes to tradeshows. The attendee list is
given out to the exhibitors usually within
only two to three weeks of the actual
event, leaving limited time to execute
a complete campaign. Personalized URLs
allow for quick response from potential
booth visitors and permit sales reps to
engage these people before the show
launches. Imagine setting up appointments
for sales reps before a tradeshow what
better opportunity to have face-to-face
time with potential customers at an event?
3. LEAD GENERATION AND
ACQUISITION
Direct marketers typically nd that an
email cannot replace a direct mail piece
for acquisition campaigns, since emails
can easily be deleted or ignored, and
email lists are very costly to acquire.
However, once youve made a connection
with your potential customer on a
personalized URL, you can capture email
addresses, update your database, and
utilize email as a channel for strategic lead
nurturing communications.

Personalized URLs can be used to gather
additional information for each respondent
to help you dene and qualify new leads.
Simple surveys of three to ve questions


037
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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 to
easily segment your responders for future
communications.
Once youve captured a personalized URL
response, its easy to automate generic or
personalized follow-up messages. You can
also create an automated message to follow
up with non-responders by using your
personalized URL response report to
remove the names of leads that have
already responded, and then target all
others with an additional mailing or email.
If you have a sales force assigned to
various geographic territories, you can
direct new leads to the proper sales
associates. Leads can be automatically
assigned to them in real time using the
address from a personalized URL visitors
data file. This eliminates a manual
assignment process and lag time.
Personalized URLs provide response
tracking and reduce the errors and
omissions associated with key-entering
mailed response information. These
responses will also provide a link directly
to the acquisition mailing that caused a
person to respond, thus adding an
accurate source code to every lead and
eliminating manual data collection.
4. LEAD NURTURING
Once youve compiled a list of responses
from your acquisition campaign, you
can then use personalized URLs for a more
cohesive, targeted approach to nurture
these leads. Lead nurturing campaigns
involve a series of marketing attempts to
move a lead through the conversion
process. Personalized URLs allow you to
automate some or all of this process, so
that a thoroughly pre-planned campaign
can almost run itself with signicantly
less administrative work for you and your
employees.
Another benet of using personalized
URLs is the testing platform they provide,
which allows personalized URL content to
be modified as soon as you discover what
has worked in the testing process. Based
on response rates and conversion
performance, YOUcan make modications
throughout the duration of the campaign.
These changes can happen immediately
with no lag time between the launch of a
new campaign.
5. LOYALTY
As customers convert from your lead
nurturing campaign, you can continue to
use personalized URLs to strengthen your
customer relationships. Customers can
respond to promotions, access their reward
points, redeem points, and renew through a
lifetime personalized URL that is
constantly updated with new, relevant
information. This technology exists with
sign-in member-based websites, but a
personalized URL allows members to bypass
the sign-in step.
Loyalty personalized URLs also allow for
continual data collection, which is useful in
gaining customer intelligence to utilize for
future promotions and customer-centric
marketing messages.
6. MEMBERSHIP/CUSTOMER

RENEWAL

Of course, customer erosion is a fact of
life as well, making renewal campaigns
imperative to reviving customers and
members. By using the information you
collected on these customers, you can
create a personalized URL featuring
relevant offers in a renewal campaign to
encourage customers to return.
7. DONATION AND SPECIAL

APPEALS
Fundraisers can use information theyve
collected about their donors to personalize
personalized URL pages. Many not-for-
profits already use past giving donation
amounts to determine how much they will
ask from their donors in their next
communication. Personalized URLs used
for pledge forms online allow donors to
see the same variable gift string that they
received in the direct mail piece and
simply confirm their information rather
than re-enter it.
Fundraising direct mail packages typically
have at least a website to appease the
donors that would prefer to give online
via a secured server. Personalized URLs
close the gap between the mail event and
general online donations. When a visitor
gives via a personalized URL, it links the
donation definitively to a direct mail
event for simple, effective, and
comprehensive response rate and revenue
tracking across both channels.
Personalized URLs also allow not-for-
profits ease in offering back-end premiums
to donors. This solution could help reduce
the costs of sending front-end premiums
to everyone on your list by providing
premiums only after the individual
makes his or her donation. With the
use of personalized URLs and the ability to
capture information during the time of the
donation, you can also customize the offer
as opposed to offering everyone the same
premium.
8. PRODUCT ANNOUNCEMENT
The dynamic tracking capabilities
of a personalized URL allow marketers to
collect information regarding what links
visitors clicked online, how long they
viewed a page, and which downloads they
requested, among other things. This could
provide insight on new product interests
or needs. Marketers can then relay this
information to the sales person assigned
to an account or use this to create new
messages based on a web visitors specic
interests all accomplished by the initial
visit to a personalized URL.
Clearly, rather than a marketing gimmick,
personalized URLs are the ultimate
response device. Moreover, as part of the
social media revolution, personalized URLs
open another venue for the all-important
conversation with customers. Not onlyDO
personalized URL respondents show us
what theyre interested in by stopping by,
the information they choose to leave
behind strengthens the relationship.
EU Services has been helping direct
marketers improve their efciencies,
performance and investment in direct
marketing 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 visit
www.euservices.com
DMAW Marketing Advents
9128/489613
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EXHIBIT 6
Case 2:13-cv-05242-DOC-AN Document 1 Filed 07/19/13 Page 44 of 92 Page ID #:68
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Q
Acquisition Mailings
Benefit from
Personalized URLs
039
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Table
Contents
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 with
EU, and it was a great learning experience on our end. We are very
pleased with the outcome of the PURLs.
-- Karen Miller, Barbour Publishing

UHWZHHWWKLV
click here to post this on Twitter
040
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About Barbour Publishing
Since the company began as Book Bargains in 1981, much has happened to bring Barbour
Publishing from a small remainder seller to a prominent Christian publisher. Located in Uhrichsville,
Ohio, today Barbours front list releases number more than 150 titles per year. That, coupled with
nearly 1,000 stock titles, allows Barbour to provide retailers around the globe with affordable and
accessible Christian products for everyone. In its brief history, Barbour has shipped over one hundred
million books.
Barbour Publishing and EU Services
EU Services helps promote Barbour Publishings line of Christian-inspired mystery novels through the
use of targeted direct mail that features variable data printing and personalized URLs (PURLs).
Background of Barbours PURL campaign
An EU sales representative learned of Barbour Publishing at a tradeshow exhibit. The sales
representative contacted publisher Karen Miller to discuss Barbours direct marketing needs. She
learned that Barbour had been considering the use of a cross media campaign with personalized
landing pages (p-URLs) for some time, but had not yet tried them. We thought that using p-URLs
in our campaign would make it easier on the customer, who would have their own personal website
to visit.
1
ABOUT
EU SERVICES: 649 North Horners Lane . Rockville, MD 20850 . (301) 424-3300 . www.euservices.com
041
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2 EU SERVICES: 649 North Horners Lane . Rockville, MD 20850 . (301) 424-3300 . www.euservices.com
CHALLENGE &
SOLUTION
The Challenge
While Barbour has a very loyal customer base, the publisher wanted to determine if p-URLs would
help build the companys Mystery Book of the Month Club membership.
The Solution
Barbour implemented a direct mail package featuring p-URLs that included a 6x9 carrier, a variable-
data-printed personalized letter, and a matching personalized reply form. In the test, p-URLs were
included to drive respondents to the personal website, where they could join the Mystery Book of the
Month Club and choose from four free titles.

The frst test of 200,000 pieces incorporated a four-way split: one package featured a bright, 4-color
envelope with no p-URLs; the second carrier was a plain 2-color envelope with no p-URLs; the third
carrier featured the plain 2-color envelope with p-URLs; and the fourth test used the 4-color envelope
with p-URLs.
The next time Barbour mailed, they used p-URLs for both parts of a two-way split test of the offer
one featuring four titles for free, the other featuring four titles for 99 cents.
042
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THE RESULTS
3 EU 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 of sign-ups we receive thru the
p-URLs. The cost was very minimal and the p-URL brought up each customers information
automatically. P-URLs also saved postage, since customers dont have to send anything back to
us via USPS.
By their very nature, p-URLs disclose exactly where a response originates, both from which list
and from which geographic area. Moreover, no key coding is necessary to gain the information
because p-URLs capture list information automatically.

Karen says, We now have more accurate response rates because, when responders sign up via
the p-URL, we can track their key codes to the list they came from. This helps us analyze each list
individually and gather more accurate response data.
The initial test was so successful that Barbour is considering expanding p-URLs to market the
companys Romance Series.
043
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4
ABOUT
EU SERVICES: 649 North Horners Lane . Rockville, MD 20850 . (301) 424-3300 . www.euservices.com
Lessons Learned
Going forward, Barbour plans to expand its interaction with p-URL visitors. We would like to
follow-up with the customers who visited their p-URL but chose not to join the book club, Karen
says.
In the future, we also would like to add the p-URLs to our romance book club. Through the p-URL
we want to match the name to the list they came from. This will help analyze each list individually
and provide more accurate response rates.
LESSONS LEARNED
044
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QUICK FACTS
5
ABOUT
EU SERVICES: 649 North Horners Lane . Rockville, MD 20850 . (301) 424-3300 . www.euservices.com
Quick Facts
P-URLs boosted response and have become a part of every direct mail campaign to
promote the Mystery Book of the Month Club membership.
Because the PURLs tie each respondent to a particular data source, Barbour now knows,
automatically, which segment of its list produced the response, without incurring the
expense of key coding.
Barbour saves postage on response mail.
P-URLs effectuate detailed information about which lists are producing which response
rates, thus enhancing future marketing efforts.
045
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EU Servi ces is a direct marketing company with an extensive
line of production options, proactive project management and
innovative campaign optimization solutions. Together well pl an
your direct marketing campaign, produce the components
and perfect the process to achieve the best results.
649 North Horners Lane . Rockville, MD 20850
www.euservices.com . blog.euservices.com
UHWZHHWWKLV
click here to post this on Twitter
046
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EXHIBIT 7
Case 2:13-cv-05242-DOC-AN Document 1 Filed 07/19/13 Page 53 of 92 Page ID #:77
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Bridging the Gap
with QR Codes:
From Direct Mail
to Mobile Marketing
047
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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
Table
Contents
of
048
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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 if you know how to read between the lines,
so to speak. The Intelligent Mail Barcode (IMB) is a little more complicated, but the industry
is readily adopting this technology. However, it seems that direct mailers have shied away
from the latest barcode technology in our industry QR codes. The majority of 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 for your next mailing.
Introduction
049
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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 using
the 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) information.
If youre not sure what to look for, you may have missed these small square boxes that are
flled with complex patterns of 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 than
40 2D barcodes available for use. They contain a higher data capacity than other barcodes,
and the usage of these barcodes is spreading from billboards to print advertisements to
direct mail and even clothing.
Scan this QR Code with your
mobile phones QR code reader,
or go to www.euservices.com.
What are QR Codes?
050
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3 EU SERVICES: 649 North Horners Lane . Rockville, MD 20850 . (301) 424-3300 . www.euservices.com
Why use them for Direct Mail?
Here are a few ideas on how to incorporate a QR code into a direct mail campaign:
Product Information. Reduce the amount of information printed on your direct mail piece
by driving the reader to your webpage instead. A QR code makes it easier to deliver product
information via a web page or a product demonstration video, and easier for the reader to
receive the information in a format thats convenient for their busy lifestyle.
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 for customers
instead of single summaries on individual claims (Source: InPlant Graphics, July 1, 2011).
Drive donations online. Not-for-proft appeals that use reply cards and return envelopes
could also offer a QR code for donors to scan. Direct your donors to a landing page so that
they can act immediately. Youre saving your donors time by relieving them from the effort of
typing in the address online, and youre providing them with the freedom to donate from virtually
anywhere at any time.
Using QR Codes with Direct Mail
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EU SERVICES: 649 North Horners Lane . Rockville, MD 20850 . (301) 424-3300 . www.euservices.com 4
Drive sales online. If 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 software needed to read the code, they could
access Papa Johns mobile-device ordering website. Users were rewarded with a free pizza.
The campaign found that 80% of 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 from the QR code in the frst six months of the campaign (Source:
Mobile Marketing, http://www.mobilemarketer.com/cms/news/commerce/2211.html).
Using QR Codes with Direct Mail
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5 EU SERVICES: 649 North Horners Lane . Rockville, MD 20850 . (301) 424-3300 . www.euservices.com
Conference handouts. Reduce the amount of printed material you hand out at a tradeshow
by offering QR codes. Visitors can access the information at the booth or request it once
they return from the show and are ready to use the information. You could also provide video
presentations to visitors that didnt have time for a presentation at your booth.
Example: UK Museums UK Museums used QR codes at their conference to help people
connect. QR codes were printed on attendee badges and once scanned, provided the
scanner the attendees information via email. The person scanning the QR code also had
the option of adding the contact information to their address book automatically without
key entering information. UK Museums reported that around 27% of their attendees took
advantage of 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 of your direct mail package the opportunity to register for an
upcoming event or newsletter via QR codes. Event registration is often put off until the last
two weeks before the actual event date, most likely due to our busy schedules. Provide a
QR code for your possible attendees to scan and go back to when they are ready to sign up
for the event. Or allow them to sign up for email reminders about the conference. QR codes
used with event planning open up a huge number of possibilities.
Using QR Codes with Direct Mail
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EU SERVICES: 649 North Horners Lane . Rockville, MD 20850 . (301) 424-3300 . www.euservices.com 6
Using QR Codes with Direct Mail
Coupons. Many mobile marketers are using coupons to drive store traffc. Mobile coupons
are convenient for shoppers as they usually have their mobile device with them, but may
forget paper coupons. Provide coupons via QR codes for users at your retail locations. You
can easily track and monitor activity.
Directions/Maps. Send direct mail notifcations to announce new openings for your brick
and mortar locations. You can help recipients easily navigate to the new location by offering
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 for a customized mobile experience.
Use these two highly powerful 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 conferences, webinars, special retail promotions,
or not-for-proft a-thon type events.
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7 EU SERVICES: 649 North Horners Lane . Rockville, MD 20850 . (301) 424-3300 . www.euservices.com
Getting Started
No child should go hungry.
See how you
can help...
(Scan this QR Code with your
mobile phones QR code reader,
or go to www.euservices.com/XXX.)
Pre-Sorted
First Class Mail
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PAID
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Permit No. 800
Mr. John Q. Sample
EU Services
649 North Horners Lane
Rockville, MD 12345-6789
Mr. John Q. Sample
Are you ready to help make a difference? The EU Caring Campaign was started in 1981 as part of EU
Services commitment to community involvement. In its 30-year history, we have been able to reach out to
families 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, the
EU 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 school
clothes, shoes and school supplies for their children.
y There is a fun-lled Holiday Party complete with Santa and gifts.
y Food is regularly provided for holiday meals, as well as help with emergency
utility 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 Montgomery
College in Rockville, MD, and provides educational assistance to individual family members whenever
needed. We actively support many local charitable organizations, and participate in special community
projects, 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 30
years, the EU Caring Campaign has made it a practice to follow these insightful words. We do make a
difference in the community and you can, too.
Wont you join us in
helping your community
through the EU Caring
Campaign
Mr. John Q. Sample
EU Services
649 North Horners Lane
Rockville, MD 12345-6789
Yes, I would like to join you in helping our community by
supporting the EU Caring Campaign today!
$15 $25 $50 Other $_____
Please see reverse for payment information.
Please use my donation for:
Food for families
Clothing for children
College Scholarships
School Supplies
Emergency utility bills
Summer camp for a needy child
Wherever the need is greatest
Thank
you
About EU Caring Campaign
The EU Caring Campaign,
Inc. is a charitable, non-proft
organization that is directed
and managed by EU Services
employees. Totally funded by
employee payroll deductions
and company funds to
match, this organization
supports fve programs: local
families, emergency aid,
special projects, charitable
organizations and educational
assistance.
Since its development in 1981,
it has continued to make a
difference by helping those less
fortunate.
DONATE NOW
Our Services Volunteer Events
Every day hundreds of children in your own community go hungry. They rely on one good meal
during school hours to fll their stomachs. What happens to these children over the weekends?
And children who are not enrolled in school suffer even more! Their families often turn to local
food banks or emergency programs to stretch food dollars throughout the year.
The EU Caring Campaign, Inc. makes a concerted effort to ensure that children are not
neglected through our long-standing relationship with organizations such as the Community
Ministries of Rockville and the MANNA Food Center. With one donation to the Caring
Campaign, you can support:
The Smart Saoks |n|t|at|ve that f||s baokpaoks fu|| of k|d-fr|end|y food every
weekend for students while school is in session;
MANNA Food Oenter and the vo|unteers who donate food and the|r t|me to
pack groceries every month for distribution;
Oommun|ty M|n|str|es of Rookv|||e that prov|des ass|stanoe for a|| types of
emergencies; and
The E Oar|ng Oampa|gn's very own Fam||y Program that offers ongo|ng
support to needy families throughout the year.
Do you know how you can
help feed the children in your
community?
www.euservices.com blog.euservices.com www.twitter.com/euservices www.linkedin.com www.facebook.com
Are you ready to make a difference in your community?
Use QR Codes to Drive Donations
Not-for-proft organizations are utilizing QR codes to relay information about their cause
to the public. Once someone is engaged online, its the perfect time to ask for a donation.
Include links to donate or visit the organizations social media pages to continue the
conversation and improve the chances of future involvement and donations.
y hundred
hour
who a
or eme
ing Cam
hrough
of Rockv
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Th
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community?
re reeeee e yyyyyo you y read
DONATE NOW
Every day hundreds of children in your own community go hungry. They rely on
during school hours to fll their stomachs. What happens to these children over t
And children who are not enrolled in school suffer even more! Their families often
food banks or emergency programs to stretch food dollars throughout the year.
The EU Caring Campaign, Inc. makes a concerted effort to ensure that children are
neglected through our long-standing relationship with organizations such as the Co
Ministries of Rockville and the MANNA Food Center. With one donation to the Carin
Campaign, you can support: The Smart Saoks |n|t|at|ve that f||s baokpaoks fu|| of k|d-fr|end|y food
weekend for students while school is in session;
MANNA Food Oenter and the vo|unteers who donate food and the|r t|
pack groceries every month for distribution;
Oommun|ty M|n|str|es of Rookv|||e that prov|des ass|stanoe for a|| types
emergencies; and The E Oar|ng Oampa|gn's very own Fam||y Program that offers ongo|ng
support to needy families throughout the year.
Do you know how you can
help feed the children in your
community?
www.euservices.com blog.euservices.com www.twitter.com/euservices
Are you ready to make a difference in your community?
055
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EU SERVICES: 649 North Horners Lane . Rockville, MD 20850 . (301) 424-3300 . www.euservices.com 8
Getting Started
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John Q. Sample
EU Services
649 North Horners Lane
Rockville, MD 12345-6789
Dear Mr. Sample,
EU Services is a direct mail company with an extensive line of resources available to subscribers who are
interested in staying up-to-date with the latest direct mail marketing information. Our goal has always been to
uniquely position ourselves to meet the challenges of the industry with timely resources pulling from production
expertise and knowledge. We offer monthly publications pertaining to what others in the industry are doing to
get results, as well as production and marketing techniques that will improve performance.
Our mission is to help our subscribers achieve their business goals and play a key role in their
success through the best, most relevant information available in the marketplace.
Why sign up for this subscription? Because the value cant be beat for direct mail marketers.
Becoming a subscriber means you will have exclusive access to resources rich in the
information that will make your job as a direct marketer easier to manage. Youll get:
ldeas that oan he|p you take advantage of every opportun|ty to |everage
emotion to maximize the effectiveness of their message within a direct
mail package comprehensive guide will ensure that you have examined
and explored your campaign in depth
Oomprehens|ve gu|des that w||| ensure you have exam|ned and exp|ored
your campaigns in depth
Exo|us|ve oase stud|es that prov|de rea| examp|es of how marketers just
like you are applying direct marketing tactics and getting results
Dont miss out. Gain a leg up on the competition and stay on top of the latest and greatest
industry trends
Sincerely
Orysta| pperoue
O|rou|at|on Manager
See how one company
revolutionized their
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ABOUT THIS SUBSCRIPTION
At EU Services, we believe it is essential for us to provide resources and tools that enable professionals to better prepare direct market-
ing campaigns for their organizations. We offer a professional subscription for an educational series with resources on direct marketing
topics like case studies, planning guides, newsletters with industry updates and other helpful materials. This product was established in
2000 to present direct mail and marketing professionals with the opportunity to beneft from classes and publications on topics ranging
from tips to improve effciencies and use new technology to whats new in the marketplace.
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Boosting Direct Mail
Response Rates:
13 Ways to Drive Emotion
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A Guide to One-to-One Direct
Mail Marketing
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A Guide to Planning a Direct Mail
Campaign 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 product
details. Encourage a transaction by including a link from the QR landing page to buy now.
t a full refund o
EE
rect Mail
nization
ABOUT THIS SUBSCRIPTION
At EU Services, we believe it is essential for us to provide resources and tools
ing campaigns for their organizations. We offer a professional subscription for
topics like case studies, planning guides, newsletters with industry updates and
2000 to present direct mail and marketing professionals with the opportunity to
from tips to improve effciencies and use new technology to whats new in the m
You Save 75%
Annual Cover Price $59.50 Your Professional Rate $14.95
SATISFACTION GUARANTEED If EU does not meet all your expectations simply let us know (call 800-230-3362) a d
PREVIEW FREE
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PREVIEW FR
SEE WHAT YOURE MISSING!
Boosting Direct Mail Response Rates: 13 Ways to Drive Emotion Tailoring Your Messages:
A Guide to One-to-One Direct Mail Marketing Planning for Su A Guide to Planning a Campaign for Your Org
STATEMENT OF BENEFITS
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phones QR code reader, or go to
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John Q. Sample
EU Services
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Rockville, MD 12345-6789
OFFER DEADLINE
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056
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9 EU SERVICES: 649 North Horners Lane . Rockville, MD 20850 . (301) 424-3300 . www.euservices.com
Getting Started
Encourage Registration with QR Codes
Whether you are promoting registration for membership or an event through direct mail,
QR codes allow for direct access to related information online with ease and convenience.
The landing page should provide helpful facts like times, locations, contact names and,
of course, a link to register.
www.euservices.com blog.euservices.com www.twitter.com/euservices www.linkedin.com www.facebook.com
Thursday, April 14, 2011
Direct Mail 101
The 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 101
The basics of paper, including
environmentally-friendly options
At EU Services, we feel it is essential for us to provide educational
resources to ensure that our customers have all the information they
need to be successful. To that end, EU University was established in
2000 as part of our Customer Care Program. It is a seminar series
designed to provide those in the direct marketing profession with the
educational tools, current industry information and production insights
necessary to help them develop their direct marketing campaigns.
REGISTER NOW
FREE TO ALL EU SERVICES CUSTOMERS
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Get more information about these sessions
and the dates and times they are available
when you scan this Quick Response code
with your mobile phones QR code reader, or
visit www.euservices.com/euuniversity.
Mr. John Q. Sample
649 North Horners Lane
Rockville, MD 20850
Get ready to Set Sail for Success
this year by attending the latest series
of complimentary seminars for
Spring 2011 presented by EU University.
Your budgets were cut. Your staff reduced.
Your mail plans slashed or even eliminated.
Now that the economy has turned the corner
youve got to make up for lost time. Find new donors
or members or customers. Ramp up your mail plan.
Hire new staff. So where to start?
Attend our most popular classes, Direct Mail 101 and 202. Youll
learn the fundamentals of printing, how to make the most of your
data, and the ins and outs regarding postal rates and rules. These
fast-paced sessions are intended to introduce beginners to all aspects
of direct mail production while serving as a refresher for those who
have been involved in production but want to stay current.
witter.com/e
www.euservices.com blog.euservices.com www.twitter.com/euservices www.linked
Thursday, April 14, 2011 Direct Mail 101 The basics of direct mail for beginners
Thursday, May 12, 2011 Direct Mail 202
Advanced direct mail techniques
and campaign planning
At EU Services, we feel it is essential for us to provide educational
resources to ensure that our customers have all the information they
need to be successful. To that end, EU University was established in
2000 as part of our Customer Care Program. It is a seminar series
designed to provide those in the direct marketing profession with the
educational tools, current industry information and production insights
necessary to help them develop their direct marketing campaigns.
Register At:
www.euservices.com/john
John,
Sail for Success
At Our Spring 2011 Seminar Series
057
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EU SERVICES: 649 North Horners Lane . Rockville, MD 20850 . (301) 424-3300 . www.euservices.com 10
Getting Started
QR Codes Provide Information Now
Consumers want information on their terms and at lightening speed. QR codes
provide point and click technology that enables viewers to access additional material
instantaneously. Use QR codes on announcement mailings to provide a landing page with
directions or save-the-date information for your mobile device. QR code-driven landing
pages can also offer coupons or contact information downloads.
Pre-Sorted
First Class Mail
U.S. Postage
PAID
Rockville, MD
Permit No. 800
John Q. Sample
EU Services
649 North Horners Lane
Rockville, MD 12345-6789
John, dont miss our grand opening event!
Visit our newest location for
an event that cant be missed!
9016 Monocacy Boulevard
Frederick, Maryland 21701
Grab some free food from local vendors,
enjoy music, and shop our special opening
day deals! Plus...the frst 500 customers
who make a purchase will get a free gift
valued at $20! Be sure to save the date.
See you Saturday, August 6th!
www.euservices.com blog.euservices.com www.twitter.com/euservices www.linkedin.com www.facebook.com
+
Print a
coupon for
10%
OFF

your next
purchase!
Read more
about this
store!
VIEW
THE WEEKLY
SALES
FLYER
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Saturday, August 6th from 9am - 5pm
Your Invited
nked www.li
Visit our newest location for
an event that cant be missed!
9016 Monocacy Boulevard Frederick, Maryland 21701 Grab some free food from local vendors,
enjoy music, and shop our special opening
day deals! Plus...the frst 500 customers
who make a purchase will get a free gift
valued at $20! Be sure to save the date.
See you Saturday, August 6th!
www.euservices.com blog.euservices.com www.twitter.com/euservices www.linked
+
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Saturday, August 6th from 9am - 5pm
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058
Case 2:13-cv-05242-DOC-AN Document 1 Filed 07/19/13 Page 65 of 92 Page ID #:89
11 EU SERVICES: 649 North Horners Lane . Rockville, MD 20850 . (301) 424-3300 . www.euservices.com
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 for your direct mail package
Q
Generic and personalized QR code landing page construction
Q
Generic and personalized QR code data capture, including visitor
traffc and page behavior information
Q
QR code landing page optimized for mobile interface
Q
Save the Date mobile calendar interface with mobile device
Q
Map application interface with mobile device
Q
vCard contact download interface with mobile device
059
Case 2:13-cv-05242-DOC-AN Document 1 Filed 07/19/13 Page 66 of 92 Page ID #:90
EU SERVICES: 649 North Horners Lane . Rockville, MD 20850 . (301) 424-3300 . www.euservices.com 12
www.euservices.com
blog.euservices.com
www.twitter.com/euservices
www.linkedin.com/company/eu-services
www.facebook.com/pages
060
Case 2:13-cv-05242-DOC-AN Document 1 Filed 07/19/13 Page 67 of 92 Page ID #:91
649 North Horners Lane . Rockville, MD 20850
www.euservices.com . blog.euservices.com
EU Servi ces is a direct mail marketing
company with an extensive line of production
options, proactive project management and
innovative performance optimization solutions.
061
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