Top 7 Fax Broadcasting Tips

Very rarely does a fax broadcasting campaign not produce a return on your investment. If you follow these tips, your campaign will have even more impact and should produce a healthy profit.

1. Choose the correct targets

Whether you serve all businesses in an area or you serve a more specific market, a fax broadcasting campaign targets those consumers or businesses that are most likely to be interested in your product or service. In fact, up to 40% of fax broadcasting success relies on choosing the correct type of businesses. Delivering your fax marketing message to your target audience generates high quality leads and increases your success

2. Include a special offer and call to action

To elicit responses, your campaign has to generate excitement. One of the top ten direct marketing mistakes is burying or not including a call to action. Programs such as discounts, free consultations and buy-one-get-one-free offers, coupled with deadlines, give the prospect an incentive to respond to your campaign quickly.

3. Give multiple ways to respond

Some people prefer email communication, others prefer phone calls, some want to visit your website. Giving your customers multiple ways to contact you not only generates more responses, it also shows a concern for your clients and their preferred method of communication.

4. Test, test, test

The best way to increase response is by testing three elements of your fax campaign, one at a time. The elements are the headline, the offer and the pricing. By knowing and using what has already proven to be successful, future campaigns will be more efficient and will generate far higher responses.

5. Manage your expectations

It is important to be realistic when developing expectations for your fax marketing campaign's response rate. Fax marketing with our database usually reaches a 90-95% delivery success rate. The average response rate for direct mail prospecting campaigns is 0.5% - 1%. The disparity between delivery and response rate further illustrates the need to target prospects specifically. Fax broadcasting is a proven method of reaching them.

6. Call to follow-up

If using your own database, following up a fax campaign with a phone call makes the campaign more personal and reinforces your brand. Calling prospects or customers is a great way to quickly establish a relationship after your campaign has raised awareness of your brand.

7. Track results and calculate return on investment

Monitoring the number of people who respond to your mailing and what characteristics they have in common is critical. This will reduce workload and increase profits for future campaigns, as you will have defined targets and will know what resonates with those prospects.

If you follow these tips, the success of your fax broadcast marketing campaign will have endless potential.