Fax is Stone Age!
Many people say so. In the era of ever faster technological developments, in which everything revolves around digitization and the latest technology, fax is often considered to be an outdated means of communication. But the truth is more complex. Successful advertisers take fax quite seriously.
There are indeed many industries and situations in which it makes no sense to send faxes. However, in other areas, fax is still a very advantageous communication channel. In the pharmacy and in the food industry, for example, many merchants prefer fax to receive promotions and to submit orders. Faxes from suppliers are relevant to retailers, they are accepted and expected in a positive manner. The proportion of relevant advertising is higher than average when using fax. In percentage terms, advertising via e-mail and letter generates far more irrelevant spam than fax.
Here is a brief comparison between fax, e-mail and letter:
Faxes cannot be properly designed!
Faxes are black and white and have strict limits in the graphic resolution. But images in faxes are full size and have immediate effect over the recipient, without the fax having to be opened, such as a letter or an e-mail. Provided it has an appropriate design, a receiver practically cannot put aside a fax so quickly that it doesn’t develop its full advertising impact.
A good fax service provider with above-average service assists clients in creating design templates fitted for fax to advertisers. The success is reflected in positive response rates for fax, which are often several times better than for e-mails and letters.
