Holiday Card Etiquette
Holiday cards are a remarkable marketing tool. They remind customers that you exist, solidify budding client relationships, and offer a marvelous opportunity to show your customers you appreciate them. But with everything… there’s a right way to do it, and a wrong way.
It seems like it should go without saying, but you’d be surprised how many folks forget:
Don’t use cards that are Holiday (Christmas, Hanukah, Kwanzaa, etc.) or Gender specific.
Don’t use humorous or political cards. What’s hilarious to you may be offensive to your recipient.
Don’t address the envelope informally. Always use titles, as in Mr. Alan Zimmerer or Mrs. Lisa Cole. I realize there are business owners that may disagree with this, but the bottom line is always, always, show courtesy and respect for your client. The form of address you utilize is the first opportunity to assure your client that the relationship is important to you and your business.
Enough of “Don’t”.
Do buy quality cards. Heavy card stock is always preferable. It not only feels nice and communicates professionalism, but it also stands out amongst the other holiday cards in the daily mail delivery.
Do handwrite your cards, both the address on the envelope and the message inside the card. 5000 clients to send cards to, so this is impossible? No, it’s not. Hire someone to perform this task for you. (Be sure to check and double-check their penmanship prior to giving them this assignment.) Why is this important? Isn’t one of your selling points Customer Service? Don’t you make every effort to show your Client that they are important to you, they are special? Don’t undermine that by slapping a mass-produced label on the envelope, with only an imprinted message inside your card.
Do get your cards in the mail during the first week of December. You never want a client to think their card was an afterthought.
Do spell your client’s name correctly. Mrs. Kathy Smyth may actually be Ms. Cathy Smith.
