White space management
There are many ways of utilising the white space on the documents you have to send in order to leverage more value out of them. There are many ways to best use the available white space and fit it to suit your specific need.
The prominent strategies to help you align white space management with your business objectives tend to be grouped in five key categories:
Objective Type
Add messages Basic
Add messages at the start of your document Reverse
Add multiple messages Fixed frame
Add messages in relevant places Contextual
Add messages to maximise ROI Cost leveraged
Simple
The document is traditionally composed, and any white space left is filled with a targeted message. This is based on simple logic which chooses a relevant message for the customer that will fit into the space.
Reverse
The document is composed as normal to assess the amount of white space available at the end of the document. The document is then recomposed and the white space is forced to the front page of the document for maximum impact.
Fixed frame
This is a combination of simple white space management where message B is placed in the white space at the end of the composed document, and message A is placed in a fixed position in the document. The two messages are located in separate positions on the document enabling more opportunity for consumer to be influenced by the messages.
Contextual
The document is composed to determine the amount of white space available. The transactions listed in the document are analysed and a relevant message is placed near relevant them.
Cost leveraged
The production costs of a primary document are an investment already made. Once a mail piece flows over onto another page, if it crosses a postal threshold, there is opportunity to increase message space at a small incremental cost.
If you would like more information on how we can help your business, feel free to contact us.