How to Conduct a Successful Fax Marketing Campaign

1. Focus your fax marketing on one objective

Fax is a flexible medium, and is being used by Adestra clients to sell off-the-page, to conduct research, for broadcasting newsletters, for generating prospects and for database cleaning. Avoid diluting your message by keeping it simple and being clear about what you are trying to achieve.

2. Collect clean fax contact data

When collecting fax numbers, split out the international and regional code from the main number to encourage accuracy of collection. The strongest offer will not get a response if it never reaches your target due to bad data! 3. Keep compliant within the fax preference service

Within the UK, all fax recipient databases must be run against the fax preference service to suppress those who have opted out. Many fax broadcast agencies provide this as part of the service, but failure to do this can result in a significant fines. See www.fpsonline.org.uk for more information.

4. Broadcast fax communications effectively

Use specialist fax providers to broadcasting simultaneously to both the UK and internationally in bulk, quickly and easily.

5. From the fax machine to the contact

Address your communication to your contact using mail merge fields or if they are not known, use 'title-slugs' (e.g. FAO Marketing Director) to get your message to the most appropriate person within an organisation.

6. Design your fax messages for delivery

Your message will be delivered in black and white and your images will be reproduced with varying quality. You should design your message like an effective DM cover letter- make USPs stand out and ensure the key messages are communicated at a glance. Keep images large and simple enough to be legible on delivery.

7. Spend wisely on fax promotions

Fax marketing is priced per sheet with different costs based upon where the recipient lives. Faxing a contact within the UK is much cheaper than using direct mail or telemarketing. These budget savings can now be invested in increasing the number of faxes you send or by repeating the campaign based upon ROI.

8. Resource call to actions

Fax marketing is delivered minutes after being sent meaning your responses begin almost immediately. Ensuring the back office is resourced and ready to deal with these replies are essential in meeting customer expectations

9. Make your fax marketing pay

Measure the performance of the campaign to improve and refine. Personalise each fax with a unique number, use a unique web address (e.g. www.adestra.com/mediaweek) or ensure that reply vehicles are easily identifiable to track performance

10. Mix it in

Many Adestra clients integrate fax within their media plans. When integrated amongst a variety of media, fax works most effectively and in one recent client test led to an up lift in sales of over 5%.

Adestra's fax marketing tools

Many marketing professionals are using Adestra's fax broadcast capabilities to reach conference attendees, report buyers, theatre attendees and more. Working with our in house fax marketing specialist, your campaign receives the benefit of an expert eye optimising your creative. For more information, please contact us on http://www.adestra.co.uk/fax or browse our fax marketing best practice centre at http://www.adestra.co.uk/best_practice_fax_marketing

Paul Crabtree is presently Marketing Director of Adestra (http://www.adestra.com), a UK based digital marketing agency that specialise in inbound and outbound email, fax and SMS broadcast solutions. Adestra's client portfolio includes many UK based publishers including Janes Information Group, Informa, Lexis Nexis, OUP, Blackwells and others.

---

A Successful Solution: 10 Things to Consider

A provocation for the coming year, decade, century or millennium.By... Read More

Copy SoapNet and Make Money

Whether you want to admit it or not, soap operas... Read More

How Much Is Your Popcorn Worth? Powerful Lessons In Marketing & The Psychology Of Selling - Part 3

To read the beginning of this special report, you can... Read More

Promotional Bags: Your Company Details on Parade

The trick to a good promotion is to attach your... Read More

Thinking About More Business

What does an old Russian joke have... Read More

In Sickness And In Health

I recently drove by a business that had a sign... Read More

Packaging Made Frozen TV Dinners Possible

I was saddened to hear of the passing of one... Read More

Spice It Up! Rib Festival Teaches Us About Product Value

The Rib America Festival is a fun filled family event... Read More

Mortgage Marketing - How to Earn More Business From Realtors®

Is your marketing strategy getting the results you desire?Mailing postcards,... Read More

6 Simple Ways to Determine Which Marketing Ideas Are Best for Your Business

Did something catch your eye in a direct mailing this... Read More

Spike TV - Know Your Audience

What do Klingons, giant rubber bands, and monster trucks all... Read More

People Do Business with People They Like

People do business... Read More

Do You Have This Important Tool in Your Marketing Arsenal?

Many business owners do not understand the authenticity and validation... Read More

Standards for Dry Washing and Pressure Washing in Mobile Car Care

The industry standard for mobile washing is completing the car... Read More

Get More Clients From Networking - Follow The Rules Of Dating!

If you're a business owner, you probably spend quite a... Read More

How To Bond With Customers So That They Stay With You Longer

How many of your customers are loyal customers? More importantly... Read More

The First Rule of CRM for Financial Services

Things have to change. Cross selling is not going to... Read More

Six Essential Principles for Marketing to Women Business Owners

Marketing to women entrepreneurs is not difficult. You just have... Read More

A Different Perspective On The No-Call List

The other day I received an e-mail from an internet... Read More

Open Doors by Building Relationships

"You can make more friends in two months by becoming... Read More

Service Marketing - A Relationship Building Approach

Can we imagine a place in the world today without... Read More

Are You Overlooking Your Hidden Profit Centers?

There are other names given to "Back-End Selling". You may... Read More

Forget Conventional Marketing - Embrace the Web!

Tactical marketing processes are once again undergoing fundamental shifts from... Read More

Getting Into Marketing Momentum ... The Accelerated Way

GETTING INTO MARKETING MOMENTUM: The 5 Power Principles for Getting... Read More

Networking Magic

YES-- it is true that Networking is an art that... Read More

Helping Your Prospects Overcome ?Buying Fears? By Using Testimonials

You DO use direct marketing for your small business? right?... Read More

Marketing Strategy - Spell Out Your Unique Value

I attended a "Sales Focus" seminar a few years back... Read More

Determining Marketing Effectiveness Even If You Didnt Track

What if you've done a variety of marketing activities over... Read More

Measuring the Return on Your Direct Mail Investment

In direct mail lore, there's a rule stating that you... Read More

Marketing Planning - Preparation and Accountability

We all know the saying, "Failing to plan (prepare) is... Read More

Developing A Focused Marketing Strategy

You want all of your marketing messages to have a... Read More

10 Steps to a Great Newsletter

A newsletter can be a wonderful, economical way to communicate... Read More

Mark Twain?s Great Marketing Idea

To tell you the truth (and about 53% of this... Read More