Frequently Asked Questions


 

WHAT SORT OF RESPONSE RATE CAN I EXPECT FROM A FAX CAMPAIGN TO PHARMACIES?

This is a difficult question to answer as every campaign is quite different. We have some clients who have really bombed out and got hardly a bite. Reasons for this could be poor creative, poor offer, bad call to action, bad timing. Then again, we have many clients who do regular broadcasts of their specials, and they work quite well. It also gives the companies the chance to get their brand or business name in front of pharmacists. If you are unsure, then we advise doing a small tester campaign or doing an A/B test on different creative and layouts of offers, to see what works. Please talk to us about this.

WHAT IS THE DNCR THAT YOU TALK ABOUT?

The Do Not Call Register is run by the government. It is where consumers register their personal phone numbers to stop receiving pesky telemarketing calls. The DNCR has been a massive success with over 9 million numbers. A few years ago the government (ACMA) revised the DNCR legislation to include fax numbers...they were going to include business phone numbers until fierce lobbying and common sense prevailed! So we must wash or scrub our pharmacy fax numbers against the register and remove those numbers which appear are on it. As we have an account with the DNCR we do this washing with the pharmacy fax database every month. We have found that the DNCR removed maybe 10-15% of our numbers. If you have a fax list of your own customers then you are not required to wash against the DNCR, as long as you remove anybody who opts outs.

SO WHAT DO I HAVE TO PUT ON MY FAX DOCUMENT TO BE DNCR COMPLIANT?

Your company name or business name Your ABN Your street address At least 2 other points of contact: telephone, fax, email And at the bottom of the page you must put in a minimum 10 point size type, an opt out. This could be along the lines of: "if you wish to stop getting our special please fax this page back to 05 5555 5555".

WHAT MAKES A GOOD FAX THEN?

We're big fans of the KISS principle. Fax should be treated like a billboard. You have a few seconds to get their attention before you get binned! A nice clean layout with lots of white space, big headline of what you are selling, bullet points, and a clear call to action. Bear in mind that fax is very basic and does not render pictures or colour very well, especially light colours. Keep to black and white where possible. A faxback form can also work well to get quick replies. Use minimal colour and NO big black blocks as that chews up your recipients' toner, and makes them cross with you. We will always advise you if we think your creative needs a tweak! It is in our interests to make your campaign work well.

CAN YOU DEDUPE AGAINST MY EXISTING LIST AND REMOVE NUMBERS?

Yes. No charge. We can also exclude your own blocklist if you have one.

CAN YOU DO A MAIL MERGE WITH FAX?

Yes we can merge pretty much any field. We do charge a $75.00 + gst setup fee for this.

DO YOU ACCEPT CREDIT CARDS?

Yes we accept VISA, Mastercard, Amex. We also welcome corporate accounts for regular broadcasts with 30 day payment terms (subject to approval).



FAX Document Creation Tips

Keep it clean! So many times we get fax documents from clients that are full of colour pictures or crammed with words, or even worse, have backgrounds and huge blocks of black or greyscale. And clients complain that their fax document looks awful when printed off a fax machine. This is because they mistake fax for print.

Fax machines usually send and receive in black and white, and are brutal on images and colour. Best tip of all...keep it nice and clean BLACK AND WHITE where possible with lots of white space, with maybe a touch of grey to enhance. Colour and greyscale not only render badly (and pixelly) on fax machines, they chew up toner as the machine has to mix different toner colours to render the colour into grey. As toner is expensive, the pharmacist will be understandably cross with any company if a fax chews up their ink and they pull a sopping wet fax off their machine (as one pharmacist told us).

The key is to make your fax readable and clean

Designing faxes is certainly not boring..a graphic designer used to working with print may think it is an awful medium, but we think it's a creative challenge for anyone to create a document that is readable on the cruddiest old fax machine, and most importantly, gets read and responded to. We have some lovely examples of fax documents that have been designed totally for fax, and we are happy to send these to you for inspiration and design tips.

Include a faxback form on your document

Even though fax may be considered old school marketing, the interesting thing to note is, its easy to handle. Pharmacy and medical staff are busy on their feet and simply don't have time to open up an email and print it off. When it comes to a fax marketing campaign to pharmacies, pharmacists are usually next to or near the fax machine, so they can grab your document off their fax machine and action it on the spot. That's why it's crucial to have an easy call to action like a faxback form with your fax number prominently displayed. We have a free fax template here so happy to guide you!

Interested in a fax campaign or need more information?

If you need more information on our fax campaigns, you can view our Pricing Options or Visit our FAQ Section for more information. Otherwise, please don't hesitate to Contact Us if you have any queries!



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