Why send corporate Christmas cards?

Every year from November to January, our mailboxes are filled with holiday greetings, including many from businesses. If your company has never sent out holiday cards, you may be wondering if you should start this year. And if your company has always sent cards, those who control the purse strings might be asking if this is money well spent.

So why send corporate Christmas cards? Here are a few reasons why holiday cards make good business sense:

Company holiday cards tell current customers you care about their business
A company Christmas card may be a small thing, but it’s a great way to reach out to existing customers and let them know you care. A holiday card from your large or small business says “You matter to us.” And in these economically challenging times, it’s often the small gestures that maintain customer loyalty. Consider offering a small gift of thanks for long time customers. A gift card, discount, or special deal might be just the thing to keep existing customers loyal.

A corporate holiday card reminds previous customers you’re still around
You can let your past customers know you’re still around and interested in their business with a holiday card. It’s a simple and friendly way to reconnect with people who have used your services in the past, but no longer make purchases. If you have records of items or services they once used, consider a personal note reminding them that you still offer those products. Or if your product line has changed, suggest related items that might interest them. Include a “Welcome Back” coupon to inspire a return visit or new order.

Sending business Christmas cards is an inexpensive way to contact prospectives
If you’ve never sent holiday business greetings, this might be the number one reason to start. Holiday cards are the opposite of a hard sell ad. They suggest the nature your services, and they invite prospectives to consider your company for their needs. The friendly and informal nature of cards implies a more personal level of contact than a door hanger, direct mail piece or newspaper insert, and that makes potential customers feel as though they know you from the start. The result is more first time, and more long-term business.

Why send corporate Christmas cards when e-mail is free?
When was the last time you were moved to action by an e-mailed card or greeting from a business? As a consumer, do you feel that a mass e-mail is a token of a company’s care and interest in you as a customer? And if you are not a customer of a given company, would an e-mailed Christmas card entice you to start shopping at a certain store? In all likelihood, you would delete the unfamiliar e-mails unopened. And that’s assuming they made it through the spam filter.

A paper card is a symbol of effort and attention. It cost the company money. It had to be addressed, and ideally, hand signed. It’s the personal touch and the tactile experience that differentiates it from an e-mailed card or note. And in that difference, lies the value to the customer or potential customer.

The Emotional ROI is solid
No matter how you look at it, the price of a real company Christmas card is a small expense compared to the enormous return in customer good will. The pennies you spend will return dollars in loyalty.

Back to Articles Main Page