Every year, fewer companies are sending out Christmas cards, so why am I suggesting this should be mandatory marketing? The fact is that as many as 68% of your clients that move on , do so because they feel unappreciated - and an engaging Christmas card could quickly and cheaply help to change that.

So what’s best to send – a printed card or an eCard?

Printed cards – some of the advantages:

• Printed cards are particularly good at delivering a positive reinforcement of the value you place in the relationship. The client knows that you didn’t have to make the effort, that sending it was optional, and that you’re not asking for anything in return other than they have a happy holiday.
• Your card may be on display for weeks, plus as fewer are being sent, your business, your brand and the effort you’ve made will stand out.
• A well designed and personalised card will enhance mutual goodwill – a prerequisite for your referral strategy being successful.
• Sending a Christmas card is a simple way to re-engage with lapsed clients. As regards the disadvantages, you will need to make an investment in time and budget, but the £2 unit price per client should be a great investment.
  
  

eCards – some of the advantages

• Electronic cards are certainly quick and easy to send, plus they don’t need a stamp.
• Your opportunity to be creative is almost unlimited. For example consider how you might use music, a gif, video or animated images to make your eCard stand out and deliver the message and the brand values that you’re after.
• These days we’re all trying to be more socially and environmentally responsible and eCards are a great way to do just that.

As regards disadvantages, as with all emails, there’s no guarantee the recipient will open it, but with minimal cost being attached there’s very little to lose.

Some advice on sending cards

• Don’t leave it to the last minute. The earlier you send a card (within reason) the more it’ll be noticed and the more value it’ll have.
• Don’t be cheap or expedient. A standard mass-produced printed or eCard without a personal message could do the relationships more harm than good. Take time and a bit of money to create something eye-catching that becomes a talking point, enhances your brand and is a pleasure to receive.
• Put some thought into the sentiment of your message. Try to be genuine, relevant, authentic and appropriate.

As our industry becomes increasingly competitive it is the personal relationship with clients that gives you competitive advantage. Christmas cards are undoubtedly a quick, simple and inexpensive way to reinforce this and remind your clients why they do business with you.