Mass Faxing – More Than Putting Lipstick on a Pig

At the risk of dating myself, it was a mere 15 – 20 years ago that fax machines were considered high tech communications devices. Modern business was significantly advanced by the ability to electronically send documents in minutes rather than days.

But the shine wore off quickly as email and the internet replaced the fax as the preferred means to share information.

However, what’s old is new again. Internet-based faxing services allow B2B marketers an opportunity to send out mass faxes to your key business contacts.

Six Key Benefits of Web-based Mass Faxing

o Low cost. There is no print production or postage costs to send a fax.
o Quick and Easy. Communications can be created and sent faster than many other forms of communications.
o Personalization. Thanks to digital technology, you can use your database to send out personalized or variable messages to make them more relevant to the target recipients.
o Urgency. Faxes are still treated as urgent messages – usually placed on the recipient’s desk chair rather than being lost in their email inbox or regular mail bin.
o Availability. Unlike email addresses, companies routinely publish their fax numbers so it is easy to find or append to your database from external sources.
o Retention. Emails can be deleted in seconds without even being read. Since faxes are hard copy, they will mostly likely receive at least a cursory reading.

For your next B2B campaign, keep this rarely considered medium in mind. But like many other media, mass faxing will work best when integrated with other communications.

For more information on digital marketing tools, or other strategy-based advertising applications, contact DMC Advertising at (262) 523-2000. We are specialists at targeted and measurable marketing programs.