HOW TO GET THE MOST FROM HOILDAY CARDS

When you send cards during the busy holiday season, clients know you've thought of them. Be sure to choose high-quality holiday cards that reflect your image. We recommend that you stay away from cards about your profession; recipients are more likely to sense a lack of sincerity. Obviously, cards designed for a specific business group are mailed out en masse and appear less personal. Clients welcome more personal cards as warmly as cards they receive from family and friends.

Choose Wisely
So what kind of card should you send? Choose a card that communicates your image and reflects how you feel about your clients. Do you want to convey elegance, stability, global activity, a sense of humor, or patriotism? Be sure the card is not flimsy or inappropriate for the recipient. If your office or the recipient is located in Miami, a snowy scene may not be a good choice. The verse should be sincere to be effective. Avoid labels; the envelope should be either hand addressed or computer printed! Our mail service is able to address envelopes in the attractive Monotype Corsiva font, which adds a more personalized look.

Whom to mail to?
We are frequently asked whom to mail to. The answer is current clients, inactive clients, prospects, supportive and referring businesses--everyone in your database. If a client hasn't come to you in a while, send them a holiday card; they may return due to your sincere display of caring. It's critical to keep your mailing list/database up-to-date with name changes, changes of address, and correct spelling. Remember to order and mail cards early, before the rush, to make your greeting stand out from others.

Should I include an offer?
Should you make an offer in your holiday mailings? It is a great idea if you do it the right way. In other words, it must come in the form of a gift, not a coupon. Clients want to know that you care about them and appreciate them as friends, which can work wonders in bringing you referrals and reactivating inactive clients. You may choose to include a magnet or similarly sized enclosure, or a gift certificate printed on attractive stock. The certificate might be for a free version of a service or product you offer, a calendar, or another item that you can reserve for them to pick up at your office by a certain date. Word this offer carefully to demonstrate that this is a special offer given to clients in appreciation for their trust/loyalty/business during the past year.

Remember, when you send holiday and birthday cards, thank-you notes, or newsletters, you stay in touch with clients and build trust. This trust is the glue that binds clients to you, and it is always more profitable to keep a current client than to find a new one!

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