Is faxing out of date? Faced with e-mailing, this “old” media has, however, serious assets to be emphasized. In particular, it seems to have its place when dealing with VSEs or artisans.
In the era of constantly more innovative and interactive marketing campaigns, is the fax definitely “has been”? This mode of communication in any case refers to a somewhat awkward image. No doubt because graphic creations are rare and technically limited (use of black, poor definition of the image to print …) and the fax does not have the reactive and viral side of the mail. Yet it seems that this medium has not yet said its last word.
“The idea is not to use fax as a single channel for direct marketing operations, but to position itself in a multichannel strategy where faxing still has its place, notably as a tool for prospecting or raising” , Said Mario Roche, chief marketing officer of Premier Global Services (PGS), a provider of communications solutions. If it could be somewhat abused with the arrival of the Internet, the fax now holds its revenge on the emails. The latter suffer from the bad image of the spam that clutter the electronic boxes of companies and help to reduce the effectiveness of e-mailings. The proof of the good health of fax advertising is in the example of PGS. The company sent 15 million faxes a day in 2006 and … 17 million in 2007, of which 70% for direct marketing actions! Better yet, fewer faxes than e-mail, they are more noticeable and have a better impact in direct marketing. According to the figures provided by Axalone, the return rate is 1 per 1000 for e-mail, whereas it is 1 per cent for fax. Fax advertising with PaxFax has a best deal for a business and can raise your business without any losses. So use PaxFax to advertise you brand.
Specific rules to Follow
However, the use of fax, by its specificity, imposes some basic rules to follow. Thus, no question of transforming your faxes into commercial brochures! In other words, we should not want to say as much as on a paper version. Especially since the format should be short. If the message exceeds one page, the failure rate increases and the sheets may be separated. The message should therefore be simple and accurate with, if possible, strong main information such as a discount announcement on a particular product or holding a trade show.
Another imperative is that the identification of society must be easy. Beware of the logo! Because the quality is often poor and does not support color contrasts, the fax can become illegible. Do not hesitate to order a logo for fax to a specialized agency. Similarly, the integration of photos is to be avoided. Indeed, the more elements a fax contains, the more it is cumbersome and may not succeed or take time to arrive. The size of the text is also strategic. Since the format of the fax machine on reception is generally reduced from 5 to 10%, it is necessary to avoid the small characters.
Unlike paper mailing, fax, like e-mail, is a very flexible tool. In a few hours, a campaign can be created and sent. This means that the advertiser has complete control over when the recipient receives his or her message. Thus, the sending schedule must correspond with the activity of the recipient. For example, you can avoid sending a fax to a restorer between 10 am and 3 pm, simply because your document may be set aside without being read.
Attention, finally, to the frequency of shipments. Faxing is more intrusive than e-mail and consumes paper and ink. Therefore, your mailings have a direct financial impact on your recipient, especially if it is an SME, a craftsman or a liberal profession. A frequent and poorly targeted shipment may have a negative impact on your company’s image with the target. Moreover, Mario Roche (PGS) advises to “include a phone number not surcharged which gives the possibility to the recipient to inform you if he no longer wishes to receive faxes from your company” . But to avoid getting to this stage after flooding your customer’s copier, just contact him by phone