In a time when online shopping, virtual meetings and digital marketing reign supreme, actual cards and letters are obsolete and a thing of the past, right? Shockingly, no.
Moreover, sending holiday postcards from your company via snail mail can actually be beneficial to your business.
In this article, we’ll explain how to use direct mail in an effective and tasteful way during the holidays. Follow these tips to put your holiday mailing strategy in place.
Non-Digital Communication Is Still a Thing
In our increasingly digital world, sending a postcard with a holiday theme and greeting may seem like a waste of time, effort and money. If anything, the opposite is true.
A recent fact sheet put out by the Greeting Card Association pointed out some surprising information.
- Americans buy around 6.5 billion cards every year.
- Greeting card mail volume has increased four years in a row.
- Holiday cards are still in demand with an increase in sales.
- 75% of card senders reported that they continue to send cards because “they know how good it feels” to receive a greeting.
- About 65% of people surveyed expressed that getting a card or letter “lifts their spirits.”
- 80% of people agree that social media cannot replace physical greeting cards.
- Millennials are leading the greeting card surge, now spending more money in the U.S. on greeting cards per year than the Baby Boomers.
Why You Absolutely Should Send Business Holiday Cards This Year
Sending your clients a holiday card from your company isn’t just about generating warm, fuzzy feelings—although that is a bonus. The effectiveness of marketing postcards comes in a variety of avenues. Sending holiday postcards is a marketing opportunity you should take advantage of.
There is really no such thing as “too much” goodwill. Goodwill is a valuable, intangible business asset, supported by a strong customer base and good reputation, that can generate more profit and brand recognition. By connecting with clients and offering a positive message, you are not only building rapport with them but also making them feel important.
A holiday card can be a clever way to reinforce your brand. It is easy to incorporate your logo, business name, even your slogan. In most cases, holiday cards are displayed by recipient businesses as well. You will also be adding to your company’s brand by reinforcing your business personality—creative, responsible, loyal, appreciative, friendly or whichever positive trait you want to highlight.
Whether you are trying to reacquaint with past customers or telling them about an upcoming sale, you can use your corporate holiday card to remind clients that you are there and why they want to do business with you. It’s a method that can be remarkably effective. It’s easy to ignore an email, but no one can resist opening a card.
While your competitors fall into the trap of thinking digital messages and greetings will be the best received, you can set yourself apart from the pack by sending a tangible, touching greeting. It shows that you value your clients enough to put some effort into wishing them well.
Whether you are using direct mail marketing regularly or seasonally, the positive, visual nature of the holiday postcard makes it an effective way to fortify your relationship with your customers.
Some DOs and DON’Ts for Holiday Marketing Postcards
As with any other marketing endeavor, you want to get the most proverbial “bang for your buck” from your holiday card campaign. Here are a few tips you can implement immediately.
Do Keep It Short and Simple
You’re not writing a letter to an old friend. You are saying “hello.” telling customers about something coming up, reminding them to transact with you or thanking them for their patronage. It’s fine to personalize the message, but remember that the card is meant to be seen by more people than the recipient.
Do Make It Aesthetically Pleasing
Good-looking cards are more likely to be prominently displayed, and again, one of your goals is to reach as many people as you can. You want a visitor at your client’s reception area to notice the card and notice who sent it.
Do Keep to Your Brand
There’s nothing wrong with incorporating some tasteful humor if your brand personality is upbeat, funny and bold. If you are a “fun” business but send something sobering and somber, it won’t feel right. Conversely, if you are a more “serious” brand, you don’t want to start goofing off in your card campaign.
Do Use High-Quality Imagery
The higher quality of an image you use, the more likely it will be noticed. Don’t use a low-resolution image, which can come across as tacky or cheap. Show your customers that everything you do is professional, even your holiday cards.
Don’t Be Overly Anything
Unless you know your client extremely well—and are sure it would be appreciated—you want to shy away from overtly religious imagery or messaging. Remember that one of your holiday card goals is to be seen by many people. You don’t want to alienate potential future customers by coming on too strong. The same goes for sentimentality. Don’t be super sappy. You still want to relay how professional you are. Of course, it goes without saying that you should avoid anything vulgar, controversial or unprofessional.
With the holiday season fast approaching, it’s important to start designing your mailers while keeping these tips in mind. In such a fast-moving world, customers will appreciate the extra time and effort you made to mail a holiday card.
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