I’ve been talking a lot about readability and how you can construct a campaign that is pleasing to the reader’s eye both online and offline.
Something that is not often considered, but can be a strong factor, is spacing.
It is very important that you watch the spacing in your postal or email letter. For example, for the sake of improved readability, try breaking up paragraphs with an extra space.
Know your leading point size
Generally, when using Palatino or Times New Roman in the body-text of your direct mail print campaign, you shouldn’t use below a 13-point or over 15-point leading.
Leading is the space you leave between lines, and it is always important to have larger leading between paragraphs than you would between sentences.
Need help creating copy that will boost response? Call me at (310) 212-5727, or email me at craig@cdmginc.com.