Measure the ROI of your fax marketing
In the recent Adestra Fax Marketing Benchmarking study, we discovered that 86% of participants could track the performance of their fax marketing. However, under further questioning, 1 in 5 believed that they could improve its accuracy. "How do I measure the return on investment on my fax marketing?" is one of the first questions we receive from UK direct marketers considering using the medium.
Measuring your fax marketing is very similar to measuring any off-line marketing piece, and we recommend considering:
Priority codes
When asking for a response from your audiences, ask them to quote a special code. You can incentivise this code to be a special 'priority code' or even a 'discount code'. If a unique discount is applied, the accountancy systems used by marketers will make reporting very simple and easy- in effect, your new price is like a different stock item!
Fax back forms
Like a direct mail letter, fax marketing can be personalised used merge fields. It can also include direct response forms to be posted or faxed back to the sender. You can merge fields into these direct response forms should you wish, or could label the response vehicle with a campaign code. Thus, every completed one you receive will include this campaign code.
An example of the campaign code could be:
Adestra_fax_006
If using multiple databases or segments for the campaign, or if your campaign is addresses to a title slug and you expect it to be passed on to the appropriate person, you could include a personalised code for the individual it was sent to.
Perhaps the unique ID of the person in your database, this allows you to pinpoint exactly which individual fax has responded and hence track back segments/ different lists etc.
These personalised codes can be merged with a campaign code:
Adestra_fax_006_0626251a
Push respondents through a web site
Direct people to a special page on your web site. For example:
- A unique form
This form cannot be accessed from the main pages within the site, this form can only be reached from a coded URL e.g. www.adestra.co.uk/IW
- A unique URL
When the respondent types into their browser www.adestra.co.uk/NMA they are redirected to a coded URL with a tracking string. This 'source code' method is used to track clicks between web sites by many web masters.
Ask them
As people commit your key action (buy/ completed a form etc), ask them! As simple as this is, including a small question in a web site form or training inbound telesales teams will allow you to build a valuable archive of intelligence
Interestingly, Adestra prefer not to recommend one method over the others. When deciding which tracking method to employ, it is best left down to the direct marketer's judgment about available time and resources.
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.
