When we are in the middle of the holiday season, it is time to make a final decision on what your business will be doing with regards to holiday greeting cards. Whether it’s a time-honored tradition in your company or the first time you think about it, you need to make sure that everyone is in agreement and not fall for the mistakes other companies make too often.
Determine your goal
Before investigating some of the most common mistakes and errors, it is important that you have the foundation for your Christmas card campaign safe. Do you have a purpose behind sending cards? In most situations, you will send cards to one or more of the following categories:
- Customers and customers. This is probably the largest and most popular segment – especially in B2B companies. Sending Christmas greeting cards to your customer base can be a great way to show that you care. It will also keep you updated when the new year starts and it’s time to get back to business.
- Business partner. It is also a popular practice for many companies to send Christmas cards to their business partners as a token of appreciation and respect. These cards are usually more personalized, but they serve the same purpose as the cards you would send to customers. The focus is on staying relevant and visible.
- Investors. Your investors should always receive a token of appreciation at the end of the year. A personalized Christmas card can further nurture and deepen your relationship by indicating how much you value their financial and emotional support.
- Employees. Don’t underestimate the ability to send Christmas cards to employees. It shows appreciation and can go a long way in encouraging them to be refreshed and ready to go back hard into the New Year.
What not to do
While the idea of sending out Christmas cards sounds great in theory, the truth is that many companies make mistakes when doing it. As a result, your simple gesture of gratitude and appreciation can turn into an unhappy nightmare. Let’s take a look at some of the top mistakes businesses make and help you understand what not to do this holiday season.
- Don’t forget the basics. It’s amazing how many companies don’t take the time to make sure their contact information is up to date and active. If you plan to ship dozens, hundreds, or thousands of cards, make sure the names are spelled correctly, the addresses are correct, and there are no duplicate entries.
- Do not hesitate. Depending on the number of cards you need, it may take some time to get your order ready. Don’t hesitate, and if possible, feel free to purchase holiday greeting cards in advance. Not only does this ensure you get them on time, but the extra time allows you to take personal notes if you wish. When you have received the cards, do not hesitate to send them. It’s ideal to have your cards sent right after Thanksgiving or early December.
- Don’t make a sales pitch. Holiday cards are one of the few chances your business has of doing something that isn’t aimed at selling. Do not exceed your limits when sending cards. While you want to make sure your name and company are clearly visible, it should be. The rest of the card shouldn’t mention your business and should just be a holiday greeting.
- Don’t leave the goalkeepers out. While you may be doing business with one person, who is it that really controls your relationship? In many cases it is your client or partner’s assistant. It’s a good idea to send a card to both parties. That little token of appreciation can go a long way in the future.
- Don’t follow the crowd. Chances are, you’re not sending a Christmas card just to fit in. Enhance your target market and choose a Christmas card that will stand out and make a statement. For example, if you know the people you are sending cards to in order to have a religious affiliation and celebrate Christmas, don’t be afraid to send Christmas cards. Most companies will be afraid to give religious references, but knowing who is on the receiving end can be extremely effective and heartfelt. (Minted.com is a good online resource for ordering custom cards.)
- Don’t overlook the personalization. While not a requirement, a personal touch is certainly important. Even if you write something as simple as “thank you” or “best wishes,” you may find that you are taking enough time to speak to the recipient. If possible, handwrite their name on the card and reference a personal anecdote.
- Don’t forget the rest of the year. While greeting cards are certainly popular in November and December, don’t let that stop you from getting in touch on other holidays. Sending cards at times when no one else is doing can really make you stand out.
Don’t let this list overwhelm you, just remember that sending Christmas cards takes some time and effort. If you do things right, you will reap the benefits in the future.
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