You may be interested in fax marketing, yet you may have a few questions. If you’re just starting out with fax marketing, it can be a strange and confusing process. We would like to make more simple. We have compiled a list of the most common questions and tips to help you get started with fax marketing. And you can do it all from your computer!
• How can I fax from my computer?
Faxing from a computer is actually a pretty simple and fun process. No more messing around with a fax machine, ink smudges and paper jams. You can easily create a fax message on your computer by using online fax software.
Fax software is widely available online and many programs have a drag and drop interface that you can use to add images and text. You can also add PDF files or HTML files to your fax advertisement if you have additional information to send.
Once you create your fax campaign, you can schedule it to send at a specific date and time, to a list of your fax subscribers. Once the fax campaign is scheduled, you do not need to do anything else. Your fax campaign will be sent from the computer, entirely online.
• Why does fax marketing still work?
Fax marketing works because it is unique and so it stands out in the minds of customers. Most advertisements and promotions nowadays are online, so customers find them easy to pass by or delete from their inboxes. A fax advertisement is a physical document, usually with large print and eye-catching images. It can be more memorable and effective than online advertisements.
• How effective is fax marketing, really?
It depends on your business and your customers.
Many companies who do B2B (business to business) marketing use fax marketing with great success. Most businesses have fax machine and are accustomed to receiving fax messages of all kinds. Fax marketing can be especially effective for restaurant menus and advertising special promotions for local businesses.
If you include a coupon, it’s even better because then the person receiving the fax has the physical coupon in their hands and can use it immediately. If you have products or services available for purchase online, you can also include a promotional code on the coupon so the person can redeem it from their computer if they wish.
• Any fax design tips for someone just starting out with fax marketing?
Lots! One of the most important tips to remember is to keep your call to action close to the top of the page and prominent. Want your customers to purchase the lunch special from your restaurant? Try “Order Now! 1-787-333-3333” at the top in the center of your fax advertisement. Whatever the main purpose of your message is, you want it to be clear to your customers, and you want to make it easy for them to take action.
Another tip to consider is the importance of white space or blank space. In many fax advertisements, white space is underused and so the advertisement looks overwhelming. You don’t want your fax subscribers to be confused if there is too much content. Your fax message needs to be clear and focused on your call to action, so you need to include defined sections, with enough white space to let your subscribers breathe.
For more fax marketing tips and tips for sending fax campaigns from your computer, please click here.
• Are there certain laws for fax marketing that I should be aware of?
Definitely. As with most other forms of marketing, you need to have a list of subscribers who have opted in to receive your fax marketing messages. You are not allowed to send fax messages to people who have not subscribed.
The rule stating that you can only send to opted in subscribers actually makes sense. If you send fax campaigns to people who do not want to receive your messages, they will almost certainly throw the messages in the recycling bin anyway. They will be more annoyed than interested, and they will be unlikely to purchase your products or services.
Different countries do have different laws pertaining to fax marketing and fax advertising, so be sure to check the laws of each country to which you are sending your fax campaigns. Make sure you know the laws and also the best practices for fax marketing before you send.
• How do I get people to opt in to receive my fax messages?
Place signup forms for your fax marketing campaigns on your website and your social media pages, and if you have a physical location, place signup forms at all the checkouts. Having signup forms in multiple locations makes them easily available for customers who are interested.
Highlight the benefits of signing up for your fax marketing messages. Let customers know if they will receive coupons or other special promotions through fax. Think about what would make you want to opt in. Think from a customer perspective: what are the benefits that would entice you to sign up for your fax campaigns?
Lastly, signup forms should be kept breif. Name, fax number, and possible one or two other important pieces of information. Once you have the basic information you can always request more later, and long signup forms tend to scare customers away.
• What is the best time and day of the week to send out fax campaigns?
This once again depends on your customers. Most businesses using fax marketing find that they have the most success sending during the week, because most businesses are closed during the weekend.
As for day and time, it will depend on your unique business and your customers. Restaurants, for example, often send fax campaigns or menus around to their subscribers at 11:00 or 11:30, just before lunch when their customers will be hungry.
In the end, you will have to test your fax campaigns to find out the best time to send. Analyze your fax report data frequently, and even survey your customers to find out when they prefer to receive fax messages.
Now you know how to do fax marketing right from your computer! Get started today.