ROI depends heavily on how well you know your audience. Not all customers or prospects respond to fax marketing equally.
Industries That Still Depend on Fax
Healthcare: Clinics, hospitals, and list of belgium fax number medical labs often rely on fax for patient records and secure communications.
Legal: Law firms use fax for contracts, case files, and confidential documents.
Manufacturing: Many manufacturers and suppliers still use fax for purchase orders and vendor communications.
Government: Many government agencies use fax machines for official correspondence.
Real Estate: Brokers and agents sometimes use fax for contracts and disclosures.
If your product or service targets these sectors, fax blasts are a natural fit.
Profiling Decision-Makers
Identifying the right contacts—office managers, purchasing agents, compliance officers, executives—ensures your fax reaches those who can take action.
Measuring ROI Beyond Direct Sales
While direct sales are the clearest ROI metric, fax blasts can impact other areas that add value:
Lead Generation: Even if a fax blast doesn’t immediately convert, it can generate qualified leads for your sales team.
Brand Awareness: Regular fax communications keep your company top-of-mind in a less cluttered environment.
Customer Retention: Sending updates, service reminders, or loyalty offers via fax can deepen customer relationships.
Event Promotion: Fax blasts announcing webinars, trade shows, or product launches can drive attendance and engagement.
Tracking these softer metrics—calls received, website traffic increases, inquiries—can help quantify the indirect ROI of your fax marketing.
Overcoming Common Fax Blast Misconceptions
“Fax Is Dead”
This is a common myth. While fax is no longer mainstream for consumer marketing, it thrives in niche B2B settings where it remains a trusted communication method.
“Fax Is Inefficient and Slow”
Modern cloud fax platforms allow sending thousands of faxes simultaneously, with real-time delivery status and error reporting, making fax blasts faster and more efficient than ever.
“Fax Blasts Are Spammy”
With proper list building, permission collection, and message relevance, fax blasts can be welcomed rather than annoying. Including opt-out instructions and respecting recipients’ preferences fosters trust.