Fax Broadcasting Explained
This Article explains what fax broadcasting is and gives the readers some
advantages of using fax broadcasting in their business over more
‘traditional’ methods of marketing communication
Fax, Fax Broadcasting, Fax blasting
What is Fax Broadcasting?
As the name suggests, fax broadcasting is distributing a fax or list of
faxes out to a large group of contacts in one go.
It is also at times referred as ‘fax blasting’ and ‘bulk faxing’.
It is an increasingly popular low-cost way to reach out to thousands of
businesses who can either be located in one’s local community or spread
across the globe.
Fax broadcasting has some advantages over other communication channels –
like letters and, in the past decade, emails. For example, e-mails can
get deleted and letters can get thrown out un-opened, whereas but
broadcasted faxes are tending to get read. Business owners tend to ‘jump-
up’ to read faxes.
Fax broadcasting can also be used as a complementary communication
channel to reach people that do not readily respond to emails or direct
Why Go For Fax Broadcasting?
Compared to traditional direct mailing, fax broadcasting, or faxing a
personalized document to everyone, is significantly faster, easier and
frequently much less expensive. Businesses are not required to print
document or buy paper, there’s no envelopes to address, or boxes to carry
to the post office.
You can do away with the labour traditionally needed for a mass mailing.
One doesn’t need to tie up his/her own fax machine or waste time fiddling
Faxes can be sent to one or more recipient lists and deliveries can be
tracked in real time.
Almost all fax machines used today are capable of receiving and printing
readable faxes at 200 dots per inch (dpi), the quality of the fax
transmission is largely determined by the sending machine. So sending
through customized vendors drastically improves the quality of the
document being distributed.
Who Can Gain From Fax Broadcasting?
Several businesses, who offer a service to sell to other businesses,
often look at fax marketing to increase their lead generation. This
technology helps them to send high priority communications to many people
- customers, vendors, and other contacts, at the same time. Following
documents are most commonly distributed using this technology –
• Press releases
• Product Updates
• Pricing Updates
• Event Reminders
• Special Promotions
• Daily Rate Sheets
Market Players in Fax Broadcasting
At the moment there are several Internet Fax providers who offer
competitive rates in this trade. Many vendors offer this service,
especially to businesses or organizations that have to send a document to
a large group of recipients. Such a big pool of vendors helps a business
in getting the best competitive rate for this service. Also, with growing
interest in this field, there are new innovations being patented every
Limitations of Fax Broadcasting
In order to stop spamming, there are several laws in place. You may need
to check the laws regarding faxing in your area.
As a general rule, you should have a prior contact or business
relationship established before sending information.
In some countries there are significant penalties for unsolicited faxes
that advertise goods or services. As per the law, faxes should be sent
only when one needs a high priority communications channel, and the
information needs to be seen by the intended recipient, even if not
In a Nut-Shell
Traditional method of sending a fax is a time consuming process and
that’s why the technology got lagged behind, but with improved facility
of sending a customized, high quality fax to over 1,000 destinations in
one go, has given a new twist to the tale. More and more companies are
out-sourcing this work and every year new players are joining in to
intense the already competitive fax broadcasting market.
If you’re in business and you’re selling to customers that have fax
machines, try fax broadcasting as one of your marketing methods.