Fax broadcasting remains an effective medium for businesses to communicate and market to their audiences.
Fax broadcasting campaigns are particularly useful in a business-to-business environment, but has recently been pushed out of the limelight to make way for newer channels like SMS text messaging and social media.
But, while fax broadcasting may not be as ‘hip’ as mobile marketing or Twitter, it is still a cost effective and efficient way to remain in touch.
Here are some guidelines on jumpstarting a successful fax broadcasting campaign for your business:
Remain Compliant. Fax broadcasting is regulated in many of the same ways email and mobile are. The Junk Fax Prevention Act of 2005 ensures unsolicited messages cannot be transmitted. It is unacceptable to send marketing via fax unless an established business relationship (EBR) exists. To be safe, advertise your ability to send faxes but request permission prior.
Format Properly. Avoid sending a coversheet or multiple pages in general. Much like any email or written document, the beginning of your message is most crucial in attracting the attention of the reader. Thus, you want to make sure you take best advantage of the size of the paper and what content will be on it.
Proof and Test. You wouldn’t send your monthly email newsletter without proofing its appearance, so testing your fax broadcasting campaign prior to sending is just as important. And never rely on your regular printer to give an accurate display of its appearance, fax it to yourself too.
Consider your Audience. What time of day are you sending your fax? Are you sending to a deli during lunch hour? Consider segmenting your list of contacts to determine the best time of day to send. This will increase the likelihood your fax broadcasting campaign will be read in a timely manner.