White space is one of the things I see most in the various customer applications Digital Print Management process, print and electronically send out from payslips, invoices through to marketing and direct mail.

You name it there is often a great big white space on the document which isn’t being used either for company messages, promotions, new products or services.

Why spend time designing and investing time in a marketing campaign if you don’t capitalise on the space you have available which is where print marketing comes in.

I’m not suggesting you fill your page with information that bears no resemblance to the product or service you are selling but used wisely that white space can be a great print marketing opportunity to say something.

Every transactional document including bills, statements and customer communications are central to the customer experience and every document represents an opportunity to communicate to your customer.

Marketers are missing a great opportunity by not maximising the space they have available through print marketing.

Why limit it to ‘marketing’ only? Any customer communication requires the same carefully thought out message.

Targeting of the message can be achieved in the same print run and the use of multi-channel print, mobile and online content can all be linked to provide a unique customer experience.

Here are 10 ways to make print more effective.

1. Make sure your printed message endures – if your marketing looks cheap then the chances are it will be discarded. Cheaply produced items are more likely to be viewed as ‘throwaway’ and have little value.
2. For your printed message to get maximum exposure choose quality material and if the the marketing message is well designed it’s likely that the item will be kept as reference at a later date.
3. Designing an overtly funky or trendy marketing item will get plenty of attention on initial opening but unless it has something positive to say or serves a specific purpose is unlikely to serve any practical use.
4. In a multi-channel market place print still retains a highly respected and effective way of promoting your brand and getting your message out there to your audience so make sure what you have to say is relevant and timely.
5. The digital overload that at times threatens to lose your audience’s attention and the ROI guaranteed from a direct mail marketing campaign makes print an ideal alternative.
6. Print helps you stay on top of a person’s mind and a well written print piece can reach people who have specific interests or needs especially if it is a well placed advertisement in a magazine next to a business article or print ads, brochures, postcards and printed promotional products that ensure your business is kept visible.
7. Print is a great way to build your brand using business cards, envelopes, direct mail, presentation kits promotional items like pens and mugs. These items are useful, serve a practical purpose and last a long time.
8. Post cards are a great way of saying thank you to your customers for the recent new business they placed with you or for a marketing message designed to encourage your customers to take up a promotion you might be running.
9. Print supports a multi-channel strategy and customers are more likely to be responsive if they are reached both offline and online.
10. Envelopes – use them don’t leave white space, fill it with colour, brand and personalise them with your company details and logos and don’t forget a QR code to drive traffic to your website. It costs next to nothing to have envelopes with colour printed on them. There are some limitations laid down by the royal mail but as long as your mailing house conforms with the requirements there is a lot of white space you can use to promote your message. Envelopes are always the last thing you think about but the first thing you open to see what’s inside. If an envelope goes out without any branding it is a misused white space opportunity.

Optimising white space can turn even the mundane of documents into a more powerful and effective means of communicating with the customer.

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