Direct marketing might overlook faxing because of the prejudice that fax image quality is not good enough for reaching the target audience. This is an assessment that Popfax is ready to challenge. If one picks the right design for the message’s image, uses the Popfax image processing algorithm to transform it into black and white, and Popfax’s high quality professional faxing equipment, the result can reach an astonishing quality. The proof is in the image…
As many Christmas wishes received via online fax during the Popfax winter contest have shown, faxes sent by Popfax can reach astonishing quality. Faxing can therefore be an excellent means of direct marketing for information based on fine quality images.
A frequent prejudice is that fax image quality is not good enough for direct marketing campaigns. Popfax demonstrates that faxing is not only still alive in companies, not only one of the few direct marketing media that manages a rate of almost 100% read messages, but also that faxing (properly used within the Popfax environment) is the proper media for sending your high quality campaign images.
Digital document content can vary from plain text to image-only, and everything in between. Popfax provides its customers with the possibility to choose the most appropriate fax conversion depending on the content. When sending faxes, customers can choose between two document conversion modes:
- “Black & white thresholding”: This option is more adapted to text content, so that the readability of the text is improved.
- “Grey and colors dithering”: This document conversion algorithm renders colors and greyscale via black and white dot patterns with different densities, retaining the look and feel of colors and gray zones for pictures and logos, but at the price of reduced text readability.
As these two options are exclusive of each other, the overall fax content design might have to be be optimized for either one or the other of the conversion algorithms
Fax is a negotiated protocol, so quality in terms of image resolution depends on the capabilities of the sender’s and of the receiver’s equipment: the initial discussion between the two fax machines picks the highest resolution within the set of mutual capabilities. From this perspective, Popfax fax servers provide the highest level of standards and compatibility with all types of receiving fax machines.
By default, Popfax sends in fine resolution. Fine mode fax is 204 x 196 dpi.
If the receiver has the same resolution available, they will receive the fax in fine resolution. If the receiver can only receive in low/normal resolution, then they will receive their fax in low/normal resolution.
For text messages we recommend our clients to use the “Black & White thresholding” method, which is the default option. However, for the needs of a specific campaign you might need to fax a detailed photo or image. In this case, use “Grey & Colors dithering”, but expect the fax to take longer to transmit than average. To lower the sending time, try to optimize your content to keep the image weight (after conversion) below 50KB. An estimated transmission time is given at conversion in the accounts of Popfax Faxmailers.
Below is a real example of fax conversion using “Grey and colors dithering” sent via the Popfax web interface.
Original colored image:
The resulting fax document:
Nearly 100% of companies are equipped with fax machines, which makes fax mailing a universal B2B direct marketing resource, and potentially the most efficient! About 98 % of faxes received are read, as there are no (or very few) anti-spam filters. You can use fax mailings to broadcast information to your existing clients (newsletters, launches of new features, surveys, etc.) or to search for new potential clients (by running a seasonal promotion, for example).
So, do not give up on fax marketing because of incorrect information. Have a look at Popfax fax mailing offers and tools, and launch your Valentine or Easter campaigns.