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Product of the Month –
Fax Marketing (an alternative to B2B eDMs?)
The absence of sufficient SPAM Act compliant B2B email data has seen the importance of Fax marketing grow.
For many of our business to business customers fax marketing is not something that they have considered.
Combining data from the range of high quality, personalised business lists that we offer (INCNET, INFOBASE amongst them) and the world class broadcast delivery system of Premiere Global Systems (formerly XPEDITE) we can offer an end to end service for B2B communications.
The key benefits of fax marketing for B2B communications are:
1. Cost – A personalised campaign can cost less than 50c per record (Plus GST) for the data rental and the broadcast of your document. (Single Page)
2. Speed & Flexibility – a campaign can be executed within 24 hours of instruction and if necessary paused, added to or stopped. We describe it as a ‘marketing tap’ that can be turned on or off.
3. Responsive – many of our clients report response rates as high and higher than the equivalent mailing campaign. It sounds obvious but, when a prospect receives a fax (personalised to their attention) they don’t need to open it and it doesn’t come in with the rest of their mail.
There are concerns to consider when fax marketing. Typically client express two concerns.
Firstly, the quality of the document. It is important not to take a marketing piece designed for mail (or email) and then send it on the fax. We encourage clients to design the document with the technical limitations in mind. We can send you examples of fax documents that not only look great but which have delivered great results.
Secondly, Privacy and Opt Out Issues. All of the databases that we use are, naturally privacy compliant and well maintained. We ensure that our clients include an opt-out on their campaigns and that these opt outs are processed. We offer a free service whereby these opt-outs are received by us by fax. In this way we follow what we consider to be industry best practice.
Fax is particularly suitable as a B2B lead generator. Talk to your Account Manager about whether it would be suitable for your next campaign or just to have a look at some example documents that have been effective for other clients.
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