Move Beyond White Space Marketing
Posted on Mon, Nov 21, 2011 @ 10:01 AM
Why Limit your Message to White Space?
In the face of the paperless revolution, print communication providers continue to look for ways to extend the life of printed communications. While the business world is steadily moving to online customer correspondence, old school print-centric vendors and providers continue to be one step behind the curve.
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One example is the promotion of the use of white space on your transactional printed documents. For years this idea has focused on using the open real estate on printed pages for additional marketing messages. While in theory this would help companies avoid the additional cost of printed inserts and increased postage, the approach is about 10 Years too late.
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Today's connected world has moved far beyond paper and whitespace to modern multi-channel online communications. In contrast to the paper-pushing past, current approaches requires a much more cerebral approach to creating, delivering, managing, measuring message content for end recipient consumption and acceptance. Teaching old dogs new tricks is somewhat challenging considering the proliferation of the mobile communications, social media channels and other web based services and portals.
The world has changed and the time has come to step out of the 1990's. Effective communication these days happens where the consumers spend their time -- and that means online not on paper. It is time to reevaluate how online correspondence can not only eliminate the burden of paper, but also give you the ability to communicate with your customers in a way that - in growing numbers - they tend to prefer.
In the end it's about customer experience and satisfaction, and worrying about white space on stodgy old printed bills is simply a diversion from the real world of modern customer communications. Now is the time to consider the paperless revolution as a business imperative to build a new type of customer loyalty and satisfaction today and beyond.
Contact us today to learn more about how we can help you use online customer correspondence for outstanding transactional marketing results.