I don't like fax promotion, I'm not using it

Following a recent NEPA (newsletters and electronic publishers associations’) annual conference, an attendee said to me “I don’t like receiving fax, I keep getting offers for all manner of gumf- I won’t use it.

Further discussions revealed that it was in fact the effectiveness of the fax campaign which had created this image:

Get this fax off my desk

The message had been delivered to her and she had read it. A fax message had used their internal postal system to get around the office and be delivered to the most appropriate person deadline with the function.

In this way, this communication had achieved the goal of penetrating complicated organisations.

A whole load of gumf

The marketer read through the content of the fax marketing and due decided that it was worthy of the title ‘gumf’. The interesting observation, is not that they discarded the information as irrelevant. Instead, it is that they read the content to decide it was not relevant!

It annoys me

Recognising that the communication has had sufficient impact as to ‘annoy’ shows that it is an ‘interrupt’ media rather than a contextual media. Rather like the telephone, the fax has the benefit of commanding the contacts attention as they browse you promotion

Interestingly, these annoyances also point out the strength of the fax medium as an 'interruption medium'. Instant in delivery, messages with strong branding and images can be broadcast to international audiences at a relatively small cost.

As long as your fax communications contain an unsubscribe loop to ensure recipients who do not want to continue receiving information from you, can opt-out of future communications you can ensure that your contact database is effectively managed.

Good, clean data management is an essential part of any fax campaign, and this is why every promotion sent through Adestra is run against the latest FPS (Fax Preference Service) suppression file prior to broadcast. More information on the FPS can be found here

As a medium, Fax is often perceived as a nuisance. Used in the right way it is an effective and cost effective method of reaching your contacts

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.