Since the fax machines are hardly available in private households, their use in direct marketing is traditionally limited to B2B communication. It needs to be emphasised that this medium combines the benefits of print and email, although to a limited extent only.
The benefits of the fax are:
- High coverage of the medium for addressing business customers
- Low contact costs
- Accurate contact with less waste circulation
- Personal approach possible
- High speed
- Physically perceivable (by the senses)
Collective occasions:
- Special offers, discount campaigns and price lists
- Information on lucky-draws/contests, surveys, voting
- Information on trade fairs, congresses and exhibitions
- Information on trainings, workshops and seminars
- Information on product updates, recall campaigns
- Cross-selling offers
Individual occasions:
- Birthday, anniversary, customer relations
- Welcome new customers
- Inquiries with request for feedback (customer satisfaction)
- Coupon as compensation after complaint
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| Suitability for various marketing objectives |
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| Acquisition of new customers |  | |
| Customer loyalty | | |
| Sales promotion |  | |
| Increase brand awareness | | |
| Brand building | | |
| Reduce costs |  | |
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