The holiday season is a time of cheer, comfort and warm love. Though many people associate it with personal experiences like getting together with family and friends, businesses also have an opportunity to nurture customer relationships by sending holiday cards via direct mail. However, it’s key to make sure your business holiday cards exude an authentic, heartfelt and classy feel, remain sensitive to the spirit of the holiday season and don’t overly promote your brand.
Below we’ve included some do’s and don’ts of sending business holiday greeting cards.
- Start early. Whether you’re targeting businesses or consumers, it’s key to plan ahead. Use your knowledge and research of your audience’s habits and behaviors in the months preceding the holiday season to determine the best time to send your greeting card. For example, you’ll want to make sure your card arrives at least a week before Christmas if sending to businesses, since folks will likely be out of the office as the holiday approaches.
- Put in the effort. You want to make sure you reward your customers by showing you care. Put some thought into your brand’s holiday messaging. A good question to ask yourself is, “What is the value we’re giving to customers with this mailing piece?” You should be conveying a message of loyalty, reward and appreciation. Send a quality card. This includes the card design elements as well; consider using your mail service provider’s graphic services to create something impactful and unique.
- Proofread. There’s nothing that diminishes your company’s credibility like a typo. Run spell check and have others check your work. Proof for things like your contact information. Be accurate.
- Be tasteful. The holiday season is a time for celebration and joy, so it’s important to incorporate those elements into your mailing message. Make sure you’re being respectful of your audience’s different beliefs. Some folks may be very religious and some may not be at all. Additionally, don’t include anything that could be construed as inappropriate or disrespectful. Use your best judgement when it comes to your card’s message.
- Don’t be too generic. Personalization is important to consumers -- they want to feel valued. Make sure to include variable data in your mailing so you’re able to personalize each card with the recipients’ names.
- Don’t be too salesy. Holiday campaigns are a fact of life and your customers will likely expect to see a sales offer from you during the season. However, business holiday cards are different and you should tone down any marketing-focused language. Customers should know the card is from you, but there can be a fine line between your language being too “promotional-heavy” and being respectful of the holiday season theme. Consider sending separate mailing pieces - one for a holiday event and the other as a sincere greeting. Of course, tailor your message based on your brand values and audience behaviors.
- Don’t put too much pressure on yourself. Everyone wants to have an impressive holiday greeting card idea. Do what makes sense for your business but don’t let yourself get too caught up in a grandiose concept if it isn’t relevant to your business and audience.
- Don’t make assumptions. Don’t assume that your audience is or is not religious. If your personal values are toward a religion, try not to let that affect your marketing message. Of course, if your organization is built on religious principles, always stay true to your core values.
- Don’t get carried away. If you’re going to choose a completely new approach to try out during the holidays, make sure you have some substantial evidence or research to base it on. There are countless examples of companies who have failed miserably because they don’t think through what’s appropriate and aligns with their audience’s values.
Now, feel free to check out our 2017 Corporate Holiday Campaigns to purchase greeting and promotional holiday cards with the same aesthetic.