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While faxing campaigns can prove effective for bulk communication, the decision to utilize a bulk fax strategy doesn't guarantee success on its own. If you will be using any of your sales and marketing budget, you want to be sure to do it right to maximize the response rate and effectiveness of your campaign. Remember that your target response rate will realistically be between 0.5% and 5%. When evaluating a faxing program, you should consider the following: • Always give your recipients an option to be taken off your contact list. A simple message will suffice like: "If you wish to have your fax number removed from our future faxings, please fax your request to." • When to send your faxes, general industry consensus advises to always send faxes during peak hours: 11 am to 3 pm . Some marketers believe Monday morning is the optimal time (so your fax appears right on top of the pile); others opt for Tuesday since Mondays can typically be busy. Faxing in off-peak times like evenings or weekends will decrease the cost. You might want to try both peak and off-peak campaigns to see how the response rate compares. If the off-peak time proves to have a considerably lower response rate, stick to a peak fax blast. • As any advertiser understands, you have only seconds to grab the reader's attention. The headline is critical to driving response. It needs to attract the reader and motivate them to read on. • In addition to an attention-grabbing headline, an effective fax needs to have a clear and simple message that can be instantly understood. It also needs to display a clear "call to action." Run your fax by a friends or family members that aren't too familiar with your business (or at least with this bulk faxing campaign); make sure they understand your fax's message right away. • If applicable, allow the recipient to fax back promptly, for example, if you are asking recipients to sign up for an event or provide you with their contact information. After all, they already are at the fax machine; there's a greater chance they will enter their contact information right there, than bring it back to their desk to call or email. Web Design - Small business custom website from EverestWebDesign.com. Rich Christiansen - Management metaphors at RichChristiansen.com. |
Bulk fax
