1. Verify Compliance First
Only fax business fax numbers with prior express consent or an established business relationship (EBR).
Include clear opt-out instructions on every fax.
Add your business contact fax lists info (name, phone, address).
Follow local laws like the Junk Fax Prevention Act (JFPA) in the U.S.
2. Segment Your List Carefully
Target by industry, region, company size, or other relevant factors.
Smaller, more focused lists usually yield better results.
Avoid blasting generic messages to large, broad audiences.
3. Craft a Clear, Concise Message
Keep your fax to one page or less.
Use a bold headline that grabs attention.
Highlight the benefits or pain points you solve.
Include a strong call to action (CTA) (e.g., call, fax back, visit URL).
Use bullet points or visuals for easy reading.
4. Personalize When Possible
Address the recipient by name or business.
Reference industry-specific challenges.
Use dynamic fields in your fax marketing software.
5. Use a Professional, Clean Design
Avoid clutter.
Use your company branding.
Make sure the fax is easy to read on both fax machines and digital scanners.
6. Test Before Sending Wide
Send small batches first to gauge response.
Track metrics like callbacks, fax-backs, or website visits.
Refine your message and targeting based on results.
7. Include an Easy Opt-Out
Clearly state how recipients can stop future faxes.
Honor opt-outs immediately and maintain a suppression list.
8. Follow Up Strategically
If you have permission, follow up with a phone call or email.
Don’t be pushy or spammy — respect boundaries.
9. Monitor Your Sending Times
Send during normal business hours and avoid weekends or holidays.
Consider time zones for international campaigns.
10. Keep Records
Maintain documentation of consent, opt-outs, and campaign results.
Useful for legal compliance and optimizing future campaigns.
Final Thought:
Cold fax outreach can still deliver solid leads if you combine targeting, compliance, and a clear message. Respect recipients, keep it relevant, and track your ROI carefully.
Need help writing your first cold fax script or designing your fax layout?