Fax automation is a great tool. It makes your fax marketing campaigns so much simpler and allows you to send to thousands of customers automatically at the perfect time. You don't even have to get your hands dirty with that fax ink because it's all done online.
But not everything about fax automation marketing is so peachy. There are some common pitfalls that can occur to fax marketers, and we want to help you avoid them. The first step is to ensure that you have permission to send to your contacts. After you obtain permission, make sure you are aware of these potential pitfalls.
1. Sending at the Wrong Time
When is the best time to send your fax marketing messages?
There is no exact day and hour that all faxes should be sent. There are, however, guidelines to help you decide on a good time. As most fax machines are in offices (and much fax marketing concentrates on B2B or business to business marketing), you should send automated faxes during normal office hours on weekdays. Some businesses use a specific time to their advantage. For example, many restaurants fax menus to their customers around lunchtime.
The great thing about a fax automation solution is that you can schedule your faxes to send at a specific time and, with some automation solutions, you can even set a cut-off time when no more faxes will be sent out if the campaign has not completed sending. The campaign can be scheduled to continue at a more appropriate time. Test different sending times and see which one works best for your business.
2. Not Creating an Enticing Fax Design
You may be thinking, "There's no such thing as an enticing fax design. They all come out black and white and blurry so it doesn't really matter." Well, fax automation software does have its restrictions, but you can definitely still create a good looking fax message.
Focus on creating distinct sections with white space in between so you can call your customers' attention to certain areas, such as the call to action or the promotional information. Don't place too much text or too many images on the page, and ensure that your font is clear and easy to read. Include your logo and company branding to ensure that customers will recognize you.
To read more fax design information, check out "5 Simple Tips for Effective Fax Advertising Designs."
3. Not Analyzing Your Fax Automation Marketing Campaigns
OK, fax automation is taking care of your sending. But do you know how your campaigns are actually doing? You should be analyzing your data on a regular basis, in order to see what is working and where you need to improve. Focus on promoting your fax marketing on your website and social media pages, see how many new subscribers you have, check how many people have unsubscribed, how many have taken advantage of your fax promotion and so on.
By continually reviewing your fax data, you can see if your fax marketing efforts are successful and if you should keep spending money on them.
Want to learn more about how you can create fax automation campaigns? Contact us today! One of our experts would be happy to help you optimize your fax marketing results!