Summary
Fax marketing lets businesses reach customers directly through flyers, brochures, and offers sent by fax rather than having them land in an already crowded email inbox. It works especially well for finance, legal, insurance, and real estate companies, where recipients already rely on fax for daily business. Effective campaigns use the whole page, stick to fax-ready designs, and get tested before going out to a full list. Every fax comes with delivery confirmation, and US and Canadian rules require consent and an opt-out option.
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Businesses are always looking for new ways to reach customers, and fax marketing remains one of the most overlooked channels available. Used well, it puts your message directly in front of decision-makers, especially in industries like finance, legal, insurance, and real estate, where fax is still part of daily business.
FaxBurner’s online fax service makes it easy to run a fax marketing campaign without a physical machine. Send faxes from your phone with our free iPhone app, or use our email-to-fax service to send from any computer.
What Is Fax Marketing?
Fax marketing, also called fax advertising, is the practice of sending promotional materials, like flyers, brochures, or coupons, to potential customers via fax. It works the same way as direct mail or email marketing, just through a different channel.
Do I Need a Fax Machine to Send Marketing Faxes?
In the past, sending a fax required a physical fax machine. However, with advances in technology, businesses can now send faxes electronically without physical equipment.
So the short answer is no, you don’t need a fax machine to send marketing faxes.
The longer answer is that these days, online fax services like FaxBurner let you send faxes from a computer, smartphone (through your email client or with our iPhone app), or tablet, without a physical machine or dedicated phone line. That makes it much easier to run a coordinated fax marketing campaign, since you’re not tied to a single machine in a single office.
How to Build an Effective Fax Marketing Campaign
When creating a fax campaign, adhering to a few best practices goes a long way toward ensuring your marketing campaign is effective, reaches its target audience, and achieves the intended results. These include:
- Using the whole page to maximize the impact of your message. Avoid large blank margins, and use a font size that’s easy to read at a glance.
- Consider the limitations of fax machines and design your campaign for fax-quality output. Fax machines don’t reproduce fine lines or small text the way regular printed marketing materials would, so stick with bold, simple designs.
- Test it before you send it. Send a test fax to a few different machines to check image quality and readability before sending it to your full list.
The Benefits of Fax Marketing
Despite being an older technology, fax marketing still offers real advantages for businesses that use it well.
| Benefit | What It Means |
|---|---|
| Low Cost | No expensive equipment or big marketing team needed. It’s cheaper than traditional direct mail and doesn’t take a large investment to get started. |
| Brand Visibility | A fax puts your message directly in a recipient’s hands, which helps your brand stay top of mind and builds recognition over repeat sends. |
| Customization | Messages can be tailored to each recipient, from personalized offers to relevant follow-ups based on past purchases. |
| Stronger Relationships | Regular faxes keep your brand visible and give customers an easy way to reach you directly with questions. |
