October 16, 2015
Fax marketing can be an effective form of direct marketing if done without making any of these common mistakes below.
The Wrong Font Type
For example, fonts with serifs, like Times New Roman look really cool, but your fax could be delivered to your fax recipients very blurry. A solution is to use a simple and clean font like Arial. As you may know, Arial font is in most word processing programs.Below is an example of Times New Roman.
Below is an example of Arial.
The Wrong Font Size
In an attempt to include a lot of important information, sometimes people think it is ok to shrink the font size. This is a mistake because some fax machines will automatically shrink the font size. This could make your message illegible. The solution is to set the font size to at least 14 point.
A Boring Offer
To get a response from any direct marketing campaign, the offer, in this case, the headline, must be exciting. Ideally, the offer should make your prospects want to pick up the phone right away to get more information and order now.
No Call To Action
If you have a great offer, you still need to provide a reason for your prospect to call now. So give them a reason or even two reasons!
The Fax List
Even with a great fax marketing ad, targeting the wrong demographic is just a waste of time and money. Make sure your fax list is up to date. There are services that update fax lists for this specific reason.
Fax Remove Requests
This may seem obvious, but not offering your fax recipients a fast, east and free way to be removed from your fax lists is a big mistake. Equally obvious is to honor each remove request.
The easiest way to do this is to maintain a separate spreadsheet file as your do not fax list. Your fax service will be able to scrub your fax list against your do not fax list prior to each campaign.
Use of Colors
A color like red or a color image will not transmit very well. Stick to black font color and if you absolutely need to include an image try to create a line art version of it.Below is a color wheel.Below is the same color wheel as a fax machine would print it. By the way, this would be a best case scenario. Most likely this would be very blurred.
Filling the page from top to bottom and side to side, is a mistake as well. Fax machines are infamous for trimming or cutting away part of the content of the fax. A good rule of thumb is to set a 1 inch margin all the way around.
Hopefully, these items will help improve your fax marketing efforts in the future.