The holiday season is chaotic for businesses. Between trying to accomplish everything you need to do before the end of the year and execute on new projects that inevitably arise, sending company holiday cards to your customers may be pretty low on your priority list. In fact, you may either disregard it completely or send a simple email blast or ecard. Although many business professionals think of sending corporate holiday cards as a backburner task, it can actually greatly benefit your brand and ROI if done correctly. Below are three key reasons businesses should use direct mail during the holiday season.
Physical Cards vs. Emails
When was the last time you kept an email from a brand? More than likely, you deleted most without even glancing at them, or left them unread in your inbox to get buried. With physical cards, people may throw them away, but likely look at them first. A study by Epsilon showed that 77 percent of consumers sort through their physical mail as soon as they get it.
Additionally, the USPS shows that 98 percent of people check their mail every day. By sending a physical card to your customers, you’ll have a much better chance of them actually seeing it, as opposed to an email which likely would get overlooked or deleted.
Another aspect of physical cards is the personalization. If you send cards addressed to your customers, it can have a powerful effect and, in turn, likely impact your ROI. According to a recent study by InfoTrends, “over 84% [of people] reported that personalization made them more likely to open a direct mail piece.” So, if you send a personalized holiday card, your customers will more than likely acknowledge it and take the message to heart.
Nurture Relationships + Reconnect
Direct mail is a great tool to use to develop and improve your relationships with your loyal customers. People want to feel special and appreciated for their contributions to your business. Sending a card in the spirit of the season demonstrates you value them.
This is a good opportunity to offer exclusive products or content to your best customers to make them feel valued. We’ll get to more of that in a minute.
Sending direct mail pieces to customers is also a good way to reconnect with old customers who haven’t engaged with your brand in a while. Sending them a unique holiday card to show you care is a great way to show you miss them and genuinely wish them well. Additionally, you can incorporate holiday sale direct mail pieces to increase the chances they’ll reengage, which we’ll discuss below.
Provide Value + Offers
When creating your direct mail piece, you’ll want to make sure that you’re including valuable content. What constitutes valuable content? That depends on the type of card you’re sending. For example, if you’re sending a generic holiday card, the message of your brand to your customers is likely enough. Alternatively, if you’re sending a holiday sale card, it’s good to extend exclusive offers to your customers and be creative with your promotions.
Now, feel free to view our Business Holiday Card Gallery for additional designs.