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Fax broadcasting (bulk faxing) remains as popular as ever. It enables businesses to quickly reach thousands (or indeed hundreds of thousands) of prospects with the price per contact being one of the lowest in direct marketing. Where else can you make direct contact with a potential client for as little as 1p (2.0c)? With direct mail costing upwards of
75p per letter (no guarantee of delivery!) and email broadcasts often being rejected by spam filters the argument in favour
of fax marketing is compelling.
The increasing popularity of fax broadcasting follows a period of decline during which email broadcasting, for a short while, was the ‘flavour’ of the month. Now, owing to the huge amounts of spam, estimated at up to 95% of all emails worldwide, more and more legitimate email broadcasts are not getting delivered because of the previously referred to filters. In the case of both Excite.com and GMail.com the overall rejection rate is up to 39% of all legitimate emails. There
has also
been talk of introducing a ‘postage’ charge on bulk emails to try and deter spammers. For this reason many businesses are opting for fax broadcasting – and generating sales leads – as our testimonials page shows.
In the UK fax broadcasting is strictly regulated, and companies not wishing to receive bulk faxes may opt-out by registering their fax numbers with the Fax Preference Service (FPS). Before sending a fax broadcast, a legitimate marketer will always check the numbers to be faxed against the updated FPS list. Failure to do so can result in penalties. All Team Telecom fax broadcasts are checked, at no charge, against the latest version of the list as a service to clients.
Despite the FPS regulations bulk faxing remains popular because most businesses have a fax machine, and those that don’t are often able to receive fax to email as a PDF file (which gives them the added advantage of not using fax paper). See the section on fax2email.
Fax broadcasting remains one of the best means of communicating with a wide range of companies in the shortest time. Your message can be prepared one day, and delivered to as many as
400,000 companies in a few hours at a fraction of the cost of sending mail which often takes days to arrive, leaving aside that which goes missing along the way. Send an email and your message may not get past the spam filters, and if it does the recipient may very well delete without even bothering to open – so there are two major hurdles to pass before your email gets opened.
Using Team Telecom’s fax service you will have some idea within an hour or two of despatch whether your broadcast is going to generate the responses that you wanted. If it is not producing the desired sales leads you can look at changing the headline or body copy before sending another batch. |
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