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Online Faxing As Part Of Your Marketing Plan

By Chris Haycox

A basic rule of business is to know what your resources are, and to use them in the most effective manner. This applies to finances, operations, human resources and, as you might have guessed from the title of this article, marketing and advertising, too. When small and medium-sized businesses (SMBs) start formulating marketing and advertising plans, it is important to look at every resource, every communications channel, every possible outlet and every imaginable approach. In this day and age, it is a whole lot more involved than putting an ad in the local paper or buying airtime on the radio or TV. Although this article will touch on some marketing terms and concepts, it is really meant to spur some creative thinking on your part and show you how your online fax account can be a potent addition to your plan.

Besides considering print media and the usual radio/TV spots, which are quite costly, you need to think about all the ways that you can more precisely target your message to the right niches. TV and major print media are broad approaches, and tailoring your ad placements to the demographics reported by Nielsen and other media-watching firms only gets you so far (or so close). With the advent of the Internet, there are other ways to reach the niche audiences that your particular product or service is aimed at. After you have identified the ways in which you intend to reach the broad audiences, you can get to work identifying the companies and consumers that you wish to reach directly.

Make your own lists

Sending e-mails is a perfect addition to a digitally oriented marketing program, and ensures that you do not miss any prospects. In addition to e-mail lists that can be rented (lists of people who have opted in and agreed to received e-mails from commercial senders), you should always be collecting and compiling e-mail addresses on your own. Your customers, people you encounter on trade-related chat rooms, conference attendees, members of your trade and professional groups, referrals from colleagues and business cards you pick up every day are great sources for new addresses. There is often another address available that you should never overlook, namely, a fax number.

Despite e-mail and the Internet, millions of businesses in the U.S. and even more around the world continue to rely on fax machines to send and receive important information. As you develop your ads and marketing materials, make sure to have the designers create a version especially for sending to fax machines. Interestingly, documents formatted for receipt and output by fax machines or office all-in-ones, many of which are color these days, arrive in higher resolution than e-mail attachments. The lowly fax can actually handle high-resolution documents better than your e-mail application. How so?

Fax with finesse

The fax works better than e-mail sometimes? It may seem counterintuitive (isn’t using the computer always better?) but it has to do with the fact that standalone fax machines, even early models, have a minimum resolution of 200dpi (dots per inch). Faxes that are integrated into the office all-in-ones actually receive the fax the old-fashioned way, but output a newfangled way, via the built-in inkjet or laser printer that can have a resolution of 300dpi and up. The standard Web graphic has a screen resolution, typically 72dpi. The designer could, of course, increase the resolution of the document to be sent via e-mail, but a four-color design of even moderate complexity in a letter-size layout can result in a file too big for e-mailing. Gmail, for example, enforces an attachment limit of 25MB.

Because of the limitations on e-mail attachments, most e-mail blasts (a popular term for ads and PR delivered in this manner) are, in fact, at 72dpi. This is fine, unless the receiver wants to print it out. That will result in a pug-ugly page of pixilated promotional material. On the other hand, online faxes that will be output by either standalone or all-in-one color faxes will be high-resolution when sent, and just as nice when received and printed out.

Bottom line

Online faxing has a plethora of benefits about which many people remain blissfully unaware. There is no excuse for a businessperson in today’s economy to overlook the advantage conferred by the proper, planned use of a widespread technology. However you develop your target lists of customers, do not worry for a moment if all you have is a fax number for a particular prospect. That will work just fine. In fact, if you really want to wow some of the recipients, sending high-res online faxes to their high-res output devices will put your colorful and compelling marketing message straight into their hands.

People can avoid opening e-mail, but it is hard to miss a brightly colored fax or even a well-done black-and-white one. That is another advantage of online faxing. You can have greater confidence that your message is being seen, read, heard and, hopefully, acted on. Online faxing is a great resource, one that you should use to the fullest. Bring it up in your next marketing meeting.

About the Author: Metro Hi Speed is a leader in internet fax solutions for any sized business. Less expensive and more reliable than traditional fax services – you’ll enjoy the convenience and well as the cost. Visit us today for more information on our small business and corporate fax solutions.

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Article Citation
MLA Style Citation:
Haycox, Chris "Online Faxing As Part Of Your Marketing Plan." Online Faxing As Part Of Your Marketing Plan. 12 Jul. 2010. 7 Aug 2014 <>.

APA Style Citation:
Haycox, C (2010, July 12). Online Faxing As Part Of Your Marketing Plan. Retrieved August 7, 2014, from

Chicago Style Citation:
Haycox, Chris "Online Faxing As Part Of Your Marketing Plan"

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