Fax has been around for as long as most can remember, over 50 years in fact, when the first commercialised version of the modern fax machine was introduced by the Xerox Corporation. Email, otherwise known as electronic mail was introduced approximately around the same period, however took a couple of decades to be developed into commercial use system, in 1988. Moving forward almost 3 decades, fax and email have come a long way, both widely included into both business and private electronic use. From general transactions, important announcements, business processes and marketing both fax and email are crucial components in communicating messages, in particular communicating marketing messages to schools, educational facilities, and other various industries.
So what’s the difference between fax marketing vs. email marketing? Whilst Email has generally become the primary method of sending messages, faxing is still very widely used across many industries due to security and deliverability. So what’s the verdict- fax or email? The reality is that both methods of communicating message, in particular marketing messages, are crucial components of any marketing mix. When it comes to schools and the education sector, fax is still very successful, due to the high delivery success, tangibility and reach. Email certainly has its place and success when applied correctly.
Emails, generally colour HTML and unlimited in size, can engage with recipients, and encourage click through and a means to greater exposure of information and actionable conversion. Whilst deliverability can be challenging, in particular to education sectors and government due to their stringent online security measures, when emails are carefully designed and delivered, results can be very effective. Fax in comparison is in black and white/greyscale and transmitted in A4 size, and like email, when designed correctly can engage and encourage call to action and excellent response rates. Faxing offers significantly higher deliver rates to the education sector and other industries where online security is usually high. Both strategies in their own right can be hugely successful delivering a great return on investment (ROI) when applied with strategy, targeting and measurable actions.
Ultimately the best way to identify the success of fax marketing vs. email marketing is to split test, split test, split test. By consistently monitoring outcomes, adjusting and refocusing, you will achieve the best outcome from your marketing reach.