Telemax Marketing: Using Telephone, Mail & Fax

Telemax marketing:
using telephone, mail and fax

In the August issue of Ancillary Profits Newsletter, Editor Marlene Jensen detailed the way WD&S Publishing has been profiting from a three step marketing approach that has yielded higher profits than just using direct mail for the last three years. The company publishes six business newsletters targeted to new car dealerships.

The approach includes:

A fax broadcast, offering a free report, free analysis, or free issue of the newsletter
Sending the free items to fax responders, including a free issue of the newsletter (whether the newsletter was the offer or not) along with a no-risk subscription order form.
A week or two later, telemarketers call everyone who responded to the free offer fax.

Results are impressive:

A 5,000-prospect fax broadcast yields about 500 responders for the free item.

A fulfillment package (with an order device) mailed to these 500 responders usually brings in 10-18 orders.

A telemarketing effort to these same 500 responders will gain another 40-50 new orders.

A few weeks later, a direct mail follow-up, pulls normal direct mail results: 1-2% response, or 5-10 orders.

According to Ted Epstein, marketing manager at WD&S, the cost for 5,000 names, fax broadcast, fulfillment package and telemarketing comes to $3,500. Fifty orders grosses almost $10,000 (newsletter price is $197). Profit of $6,300 yields a marketing ratio of almost 3-1. "All this works," Epstein told Ancillary Profits, "because of the initial fax broadcast."

(Contact: Marlene Jensen, Ancillary Profits, 203-357-9209, e-mail mfjensen@earthlink.net)

Telemax marketing: using telephone, mail and fax

Telemax marketing:
using telephone, mail and fax