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The importance of white space within direct mail
Consumers receive hundreds of emails on a daily basis and their mailboxes might be flooded with direct mail every week. Companies looking to drive sales through employing address verification software in direct mail campaigns might want to consider toning down the sheer amount of content and designing marketing materials to be more user-friendly. Many times, businesses try to use every inch of space in an effort to maximize their advertising message, but sometimes leaving a bit of white space can make all the difference for readers.
Marketers often use color, graphics and font as a way to boost consumer engagement and interaction with the piece, but less can be more. White space, or the sections of paper without any creative element, may seem like a waste of space but in reality is essential for consumers to focus on the text. Blank space is needed for comprehension when reading anything, whether it is on a screen or a page. White space frames the inside graphics and content and divides text from each other, providing a smoother reading experience.
According to research by Wichita State University, white space provides a vacation for the eyes, balancing the advertisement on the website or page. The study looked at enhanced design websites, or sites laid out with the optimal use of white space, compared to those without and found 90 percent of participants preferred pages that utilized white space.
Businesses can incorporate white space into direct mail marketing materials by only including the most relevant content and images as well as breaking up large amounts of text for easy reading. Organizations looking to reduce the amount of text within marketing materials might want to stick with the company's contact information, the call to action and the key advertisement. Reducing the amount of information provides readers with a better experience with the organization. A mail piece oversaturated with content or graphics can look cluttered, and marketers can drive customer retention and satisfaction by including white space within all marketing materials.
