Customising your faxes to target individuals

Fax marketing is often perceived as a very un-creative medium. Black and white in colour and restricted to appearing on A4 paper many marketers have to adjust their messages to be more text heavy rather than relying on images. However, like a direct mail pack, fax marketing can also be extremely personalised and in this way, many marketers are being creative and achieving results by using very personalised fax marketing campaigns.

With direct mail you can merge in personalisations from your database at any point in your covering letter. You can address the communication to someone, and you can ensure you have compelling body copy by merging specific fields within the central paragraphs within your text.

You are able to use personalisations within your fax campaigns. Recent Adestra clients have used personalisations within fax marketing for:

• Personal Letters :

Contacts within the legal industry rely on fax significantly to keep hard copies of various agreements between opposing parties. This marketer wrote a strong personal letter inviting the addressed recipient to attend a forthcoming show. By ending the letter with a scanned signature and using what looked like letterhead, the message stood out significantly and generated a significant number of brochure requests

• Checking your details :

Using a prize draw as an incentive and branding the communication with a reputable brand, this marketer pre-filled a prize draw entry form with all the details they had on the individual. The recipient was asked to update their details (and also provide extra interest area information) and fax back to enter the draw, thus cleaning their records.

• Numbering for measurement :

With a large, integrated campaign, this marketer had many messages going out to many contacts through a number of channels. Each communication had a unique 'priority code' merged in which the recipient had to use when calling the call centre.

The fax campaign was integrated amongst direct mail, email and insert communications, and by using this priority code, the marketer was able to determine which medium was generating the most responses

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.