How Fax Marketing Works

Benefits of Fax Marketing

Fax marketers send fax specials to office employees.
Fax marketers send fax specials to office employees.
© Reza Estakhrian/Stone/Getty Images

Fax marketing may be old, but it's still relevant if used in the correct way. Even though the Internet and e-mail have become the top form of instant business communication, the fax machine and fax marketing services continue to hold their own because of its somewhat low-tech, "old school" ease of use.

Fax marketing has several benefits, including cost, versatility and personalization. For instance, sending a single fax may be free or only cost pennies (if it's a local telephone call), as opposed to 42 cents for a first class stamp. Even many long-distance fax calls can be completed cheaper than traditional direct mail.

Fax machines are also versatile, making it easy to send hard copies of existing materials, such as brochures, ads, pamphlets and other printed material. Despite our high-tech advances, many business people are more comfortable with this hard copy, tactile approach. Fax machines have been a normal part of business for decades, and some tend to trust such an old friend more than new technology. And fax machines have improved over the years, with some offering 200 dpi (dots per inch) resolution or higher.

That personalized touch is also easier to convey with fax marketing. Instead of receiving an e-mail -- with its typed messages -- a fax can easily send a hand-written note to a client or potential customer, adding a human touch to the message.

Besides these highly personalized approaches, fax marketing can cover wide areas, as well. If you don't have time to send a large number of faxes, fax marketing services can help. These companies have the machine and data handling capacities to handle big jobs and hiring one can free you up for other business tasks. Some will send out faxes for as low as 20 cents each [source: Evan Carmichael].

As always, you'll want to make sure to abide by fax marketing laws before embarking on a fax marketing campaign. Hiring a reputable fax marketing service can be a good way to ensure such laws are followed.

But what laws govern fax marketing? Check out the next page to find out.