Below is an actual case of how mass faxing has worked. I have given what has worked but there have been a number of companies who have done it in the past with their own formula varying degrees of success.
The Product
Holiday accommodation voucher which could be redeemed at a number of resorts internationally as well as within Australia. There were some limiting criteria that had to be met for anyone using the voucher which included travelling with a partner (married or defacto), aged between 25 and 65, a minimum income per annum and willing to attend a 90 minute presentation during which time an attempt would be made to sell them timeshare, property or some similar type product. The cost of the voucher was $198.00.
The Fax
It took a number of months to get a fax that would get an optimum response. Once this had been achieved any change resulted in a lessened response. The best fax only had a small number of the most popular destinations, a free-call number and the call to action which was two-fold:
1. Today only sale with the current day and date given.
2. First 65 who call get an additional voucher giving discounts on holiday accommodation, restaurant meals and a number of other lifestyle type products within Australia.
The Fax Marketing Procedure
A number of faxes were sent out over a 5 hour period starting at 9 – 9.30am in the morning. The fax blast was made up of 30,000 – 50,000 faxes per day. This was done either three times per week on Tuesday, Wednesday and Thursday or five days a week. No faxes were sent during school holidays.
The Call Centre
There were six seats filled during the day depending on the volume of inbound calls from the start of the faxing until 8pm in the evening.
The Fax Advertising Result
70-350 sales per week. Result depended on:
1. Number of faxes sent
2. Time of year
3. Quality of those answering the phone along with training
4. If there were other companies sending similar faxes
The result always increased day to day when faxes were sent on consecutive days, sales on days directly after sending faxes were minimal or none.