Fax marketing has been around for many years and most people have an opinion on it. Local Perth company, Perth Joint Sealers have recently run a series of fax marketing campaigns with Digital Dialogue and the results have been outstanding.
Perth Joint Sealers specialise in applying sealant to the joints of commercial and residential buildings. For example, a special type of silicone is applied to the gaps between tilt slabs on large warehouse buildings, or in the case of residential buildings, silicone is applied to tiling in bathrooms, kitchens and laundrys.
Being a new company in Perth, Perth Joint Sealing wanted to reach their target market quickly and cost effectively. That meant they needed to get their products and services in front of all the construction companies in Western Australia. This could be done by cold calling or advertising in publications, but neither of these options are suitable when you aren't able to spend days on the phone, or don't want to spend big dollars.
Perth Joint Sealing approached Digital Dialogue to run a series of fax marketing campaigns. Digital Dialogue sourced the Perth fax numbers (data lists) and provided a full bureau service to Perth Joint Sealing, handling all the job management and reporting. All Perth Joint Sealing needed to do was create the fax document for delivery.
8% Response on Fax Marketing Campaigns!
Perth Joint Sealing have now run 4 fax marketing campaigns with Digital Dialogue. The average response rate across all of their campaigns is a massive 8%! The return on investment on the campaigns so far (calculated on invoiced income as a direct result from fax campaigns) is 11,000%!
Fax Marketing Considerations
Fax marketing is a great way of reaching your target audience, however we recommend that the following things are considered before deciding if fax marketing is right for your business:
- target audience - is your target audience likely to respond to fax marketing?
- offer relevance - the offer should be timely and relevant to the audience
- document content - be wary of the fact that you're using someones fax toner without their direct permission, so make your document short and to the point, without very heavy fonts/images.
Reasons Why Fax Marketing Works for Perth Joint Sealing
The main reasons why fax marketing has been so successful for Perth Joint Sealing are:
- target audience - the construction industry are accustomed to receiving information by fax, even more so than email
- relevance - the offer is relevant to the target audience
- specific - the data is able to be selected down to postcode, industry and company size, so Perth Joint Sealing are able to target exactly the companies they're after
- faxes get past the gatekeeper - that's right, normally the receptionist is the gatekeeper of an office and will open all direct mail etc. With faxes, they normally go directly into the office and don't get caught by the receptionist!
More Info
If you'd like to learn more about fax marketing, and how it works, please don't hesitate to give us a call on 1300 557 330.
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