Fax marketing- optimising the 'quiet' B2B media

When was the last time you received a fax?

New digital communications channels are challenging the role of print media within the B2B Direct Marketers’ mix. Sending targeted messages direct to a prospects mobile phone or inbox, has been the ultimate in cost effective one-to-one marketing.

These methods rely entirely on accurate data- you only need to turn to the vast recruitment pages within UK magazines such as Marketing Week and Marketing to realise that staff turnover is constantly causing attrition to your lists.

When an email address bounces or a phone subscription is ended, your opportunity to communicate to that person is gone, forever.

Fax marketing has fast become the forgotten media. Indeed, how long ago was it that you received a fax? A ‘quiet’ medium, it is very easy to command the attention of your contact when a personalised, relevant fax message is placed on their desk.

Supporting all aspects of your marketing campaign:

• Updating your database

Personalise your communications to encourage people to clean their details and keep your database as current as possible. Through ‘title slugging’ sending a message to a “FAO Marketing Director” take advantage of a true viral medium

• Direct Response Mechanism

Embed direct response vehicles to encourage your prospects to interact with you. From “selling off the page” to driving people to enquire for more information, you can pre-fill forms or push people to web sites or get them to call your sales team.

• Cost-effective communication to peripheral prospects

An international medium without the costs of direct mail, fax marketing presents a cost effective method of communicating your marketing messages to your lower tier prospects. Using international broadcasts you can drive revenues from geographical markets that traditional direct marketing media render inaccessible.

• Deliver responsive marketing messages immediately

Responding to an event, news announcement or some other form of topical occasion with a marketing message has long since been perfect by companies including Easyjet and Virgin. From penalty misses in the World cup to politician’s revelations, communicating timely messages is impossible using traditional media. Fax marketing allows you to get your message out there immediately

• Targeting non-traditional markets

In certain industries such as pharmaceuticals or local government where personal data is very hard to collect or email penetration is low, fax marketing provides the lowest-cost method of getting your message to your prospects

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

Free fax marketing white paper

Based upon Adestra's unrivalled experience of broadcasting over 3,000 fax campaigns for an extensive and diverse B2B and B2C client list, this white paper includes:

• An overview of fax marketing
• Case studies of uses of fax marketing
• Best practice techniques to optimise your campaigns

To receive a free copy of this white paper, please contact us and state Fax Marketing Whitepaper within the Further Information section.