Advantages of using fax broadcasting over direct mail

In the modern marketing world, direct marketing still holds its place as a highly effective means of spreading a message to a large number of relevant recipients. It allows your message to be precisely targeted to those who will be most persuaded by it, eliminating the need to spend money on broader measures in other formats.

A lot of people will talk up the effectiveness of a direct email marketing campaign and forget about how useful a facsimile broadcasting campaign can be. While email has become a big part of cross-company communication, there are several reasons why it’s inferior to faxing for direct marketing.

Let’s take a look at some of the best advantages of using direct facsimile over direct mail for marketing.


The most obvious advantage that fax marketing has over email marketing is that it sends recipients a physical copy of a message. Recipients who engage with a physical copy of a message are more likely to pay attention than if they were viewing it on a computer screen.

When someone receives a piece or marketing via email, they are viewing it within an inbox that is probably crowded with other emails. This means that your message has to fight for attention against everything else on the screen and may be dismissed before being read.

A fax is a far more attention grabbing form of direct marketing that gives recipients something they can hold and will therefore be more likely to investigate. It’s hard to ignore the fax machine when a message is incoming and this means people are more likely to pick up and read the marketing message straight away.


Using a facsimile broadcasting campaign makes it easy to send out physical copies of pre-existing marketing materials such as catalogues and pamphlets. If you wanted to send an email with a physical catalogue it would require a multi-step process of scanning an image onto the computer whereas this is easily done in one step via fax.

Many traditional business people are actually more comfortable with receiving information via facsimile and appreciate this approach.

Messages can also be highly personalised with handwriting that adds a distinct human touch to the marketing effort. Despite having the ability to be highly personalised, faxes are also able to cover a wide range of a target audience.

Sending a large number of taxes, especially on a commercial marketing scale, is easier when you have professional fax marketing services on your side. These service providers have the data handling and output resources to make the largest scale facsimile broadcasting campaigns possible.

Cost effectiveness and ROI

Marketing with fax remains one of the cheapest ways to spread a message to a huge audience. Even on a large scale, the cost per fax can be incredibly low.

When the fax list is well-researched and the message is of high quality, you have maximised your chances of generating conversions with the campaign. It’s no secret that a well prepared facsimile will be more likely to generate consumer interest than an email.

Will you take advantage of fax broadcasting?

Many people have mistakenly dismissed facsimile marketing when it’s actually a proven method that has reliable results. It’s one of the most secure and dependable ways to deliver a message to the right people at the right time, despite having to adhere to some industry marketing guidelines.

While fax marketing can be done from home or the office, it’s much more time and cost effective to solicit the services of a fax broadcasting provider. This means outsourcing the distribution of the message to a professional provider whilst you get more time to focus on other aspects of your business.

The truth of fax broadcasting is that it’s a simple, attention-grabbing and effective form of marketing. While a good mixed marketing approach will include both facsimile and email, it’s important to understand how effective fax can be if given the right attention.

Christian Woods
Christian Woods
Christian is a morning reporter and technology columnist for Best in Australia. Christian has worked in the media since 2000, in a range of locations. He joined Best in Australia in 2018, and began working in Melbourne in 2019.
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