Fax Marketing Tips

If you are sending a fax broadcast to promote and/or sell new products or services it is important to design a fax document which sells! You need to capture the attention of your recipients, gain their interest and stimulate a fast call to action.

Importantly, your fax campaign should be measurable and your expectations should be realistic. Evaluate your target market, the number of recipients you are potentially targeting, the cost of your goods/services and what response you hope to achieve. If it is the first time you are sending, perhaps consider split testing?

See below for some basic tips on design a fax document:

Content

Keep your fax message short, clear and to the point. Only include the most important information so you don’t lose the reader’s attention over a text heavy document with minor details.
Have a heading which is enticing and sells!
Have an offer which provides the reader with a strong call to action
Make your business/offer stand out from your competitors
Keep in mind your target audience
Give recipients the option to unsubscribe from further fax outs via fax or email

Design

Keep your design simple and space the content out evenly
Design your fax in black and white as this is how your recipients will receive it
Use an easy to read and clear font in a sufficient large size
Don’t use to many different fonts types in the one document
Avoid shading and background colours- faxes always turn out darker than the original design
Only use graphics or created images with clear outlines- photographs are not suitable for faxing
Keep the amount black (e.g. large images, boxes, frames) to a minimum, think of your recipients and how much ink will be used from your fax
Include your company logo for easy recognition
Include your contact details (Phone, Email, Website) and ensure that they are in a prominent location