Fax Marketing: FAQs

• What is Fax Marketing?

• What is the use of advertising by fax or fax mailing?

• What can we send by fax?

• Can we include fax marketing within our direct marketing strategy?

• Is it legal to advertise by fax?

• Is marketing by fax profitable?

• Are there public databases of fax of companies?

• E-mail fax, or how to receive the responses generated from our direct marketing campaigns

Fax marketing: What's that?

Fax marketing, faxing or fax mailing involves sending fax advertisements, or to put it another way, transmitting publicity by using the fax to reach our targets. Normally by fax one sheet is sent to hundreds or thousands of recipients in companies in just a few hours or even minutes.

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What is the use of advertising by fax or fax mailing?

Fax marketing, or also called faxing or fax mailings, usually is used to promote or market products or services to businesses, professionals or individuals. Through advertising by fax we can reach a large number of companies across Spain in a few hours and at a reasonable price.

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What can we send by fax?

Usually sending fax advertising is used to promote products or services to:

A. Any company, in general, such as financial services for companies, buying and selling of companies, legal services, accounting software for SMEs...

B. Companies in a specific sector. For example, wholesale companies of information technology use fax to communicate with the entire network of retailers of Spanish tourism.

C. Professionals from one sector: by sending fax advertising we can get information about our products or services through to professionals in a certain sector. For example, if we are promoting a training course on banking issues, we can forward a fax mailing to companies in the banking sector, where we find our target group.

D. Individuals: In companies we locate people with a very specific profile, with certain needs and interests as well as professionals. Normally both men and women work in companies; they have purchasing power and are aged between 18 and 65 years.

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Can we include fax marketing within our direct marketing strategy?

Publicity by fax is usually a very good and normal complement of a direct marketing campaign. For example, in a direct multichannel marketing strategy it is usual combine various channels such as: fax, e-mail, SMS, telemarketing and postal mailing.

Is it legal to advertise by fax?

Currently the legislation differs between the different channels of direct marketing (e-mail marketing, postal mailing, fax marketing etc.) and establishes a further law, which distinguishes cases by the usage of one channel or another. In regard to the fax mailing we can send fax advertisements to companies with that we have a habitual business relationship or a contractual relationship.

Is marketing by fax profitable?

In some business sectors (telecommunications, education, tourism, information technology, financial...) sending fax advertising proves to be one of the channels of direct marketing that brings about better results. If we combine the good results of our marketing activities by fax with the low cost of communications by fax, it is typically very easy to finance our fax marketing campaigns.

Are there public databases of fax of companies?

In addition to our own database we can also use external databases of companies with fax to complete the number of records stored in our database. The external databases, though they are not as up to date as that of our own company, contain a very high number of records with fax, approximately 500,000 fax records throughout Spain, and can be segmented to refine the search by various criteria, such as: geographical area where the Company is located (province or zip code), activity of the company...

E-mail fax, or how to receive the responses generated from our direct marketing campaigns

For all the answers we received by fax in the course of our direct marketing campaigns we can use an e-mail fax system, or fax reception via our e-mail. In this way we eliminate the disadvantages generated by traditional fax machines. We receive all the faxes that were sent to our fax number through e-mail.

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