How to Take your Holiday Cards to the Next Level
by Mary Clayton, Digital Marketing Manager
You know how important it is to show your clients, donors, and vendors some love this coming holiday season. Now you’re wondering, how can I make a statement and be remembered? We’ve designed, printed and mailed tons of holiday cards over the past 24 years. Here are some of the best ways to up your holiday card game this year!
Don’t buy your holiday greeting cards from a store or catalog. Create a custom card that matches your company colors and includes your logo. Make sure your company culture oozes from it by talking with your designer about your office and showing pieces you’ve done in the past that reflect your brand. These ideas are crucial to making sure your final card is one you and your recipients will love.
Now that you’ve made your card reflect your company, you need to make it reflect your recipient. Personally address the recipient by first name (or company) in each card by using variable data. Want to add a personal touch without giving everyone at the office hand cramps? A great way to make your card more personal is to have each employee sign a piece of paper in different colored pens and have your designer incorporate them into the card. These small elements instantly make a piece warm and personal to your recipients.
Now that you’ve got an awesome personal design, you’ll want to make sure you have an equally awesome message. So many businesses stress over what types of messages are appropriate for their audience. The truth is that as long as it is sincere and from the heart, your customers and clients will appreciate the gesture. Craft a message that is short and to the point using your company voice. Are you concerned about what holiday to address on your cards? You can always use Happy Holidays.
Check Your List!
Be just like Santa and ensure your list is up-to-date and free from errors. Have your mail house run them against the National Change of Address (NCOA) database to ensure your greeting card makes it to the recipient at the right location. Also, check for duplicates, so that you’re not spending twice as much to send a greeting to the same location. Equally important, make sure your mail house checks your list against death records. Holidays can be increasingly difficult for those who have suffered the loss of a loved one through the year, so don’t make things worse by sending mail addressed to a deceased recipient.
Stand Out in the Mail
You can also stand out in the mailbox in a more personal way by having your mail house use a handwritten font on the envelope and applying stamps (there are even stamps that are for bulk/presorted mail). Want to wow? Send your greeting in an awesome envelope. Go for quality and don’t be afraid to use envelopes with color. Some colors may cost more in postage to mail, so be sure you talk to your mail house first for suggestions within your mailing class. Full color graphics and messages are also extremely eye appealing and make your piece jump out in the mailbox.
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There is no hard and fast rule to marketing through your greeting cards. Often, it’s a great time to include a special offer or discount as a gift. Coupons and discounts can be incorporated on the back panel of your card or as a separate insert within the card. Want your recipient to share your company with their friends and colleagues? Give them a second offer they can share with a friend, or provide an additional incentive (percentage off, special gift, etc) with referral. The holiday season is about sharing the joy!
Holiday greeting cards are an invaluable way to demonstrate your sincere gratitude. Maximize your cards by making them personal, sincere, and reflective of your business or organization. Stumped about how to start or what to send? Don’t worry, we’re here to help. Just give our in-house mail expert Sarah a call at 731-9456.