Is sending Religious Christmas cards from your business a positive move? What message does it send to customers – money wasting or considerate?
There is some debate currently about the value and wisdom of companies sending Christmas cards to their customers and contacts. With companies endeavouring to cut costs and ensure that every penny spent is adding value, this is something that is in the frame.
Most companies consider sending Christmas cards as a positive move and money well spent. It is believed to be a good way of letting the customer know that they are important to the business and of reinforcing the relationship. It is an opportunity to promote the image of the company and it may be part of the marketing or promotional department’s remit to include the design of the Christmas card in their overall plan. The list of recipients of the Christmas cards should be considered carefully to ensure that contacts are not omitted from the list but, conversely, that business money is not wasted on including unnecessary contacts and those that do not make a difference to the bottom line.
The risk of offending or upsetting customers must not be under-estimated and the card chosen should be tasteful and appropriate. Remember that not everyone has the same beliefs and/or celebrates Christmas and it is wise to keep the cards non-religious by stating ‘Season’s Greetings’ or a similar phrase.
Cards should be of good quality and chosen from a reputable company. There are many on-line resources, with a comprehensive gallery of card designs and styles. To ensure that customers have up to date company details, the interior of the card can be designed to include the company logo and contact information.
The greeting and signature can be written individually or can be added to the on-line design. The merits of personalising the card versus the time and motion in hand-writing individual cards must be evaluated. Individually signed cards are considered the best approach and it may be that the cards can be distributed among various staff members to write and sign to spread the load and for different departments to send to their own specific recipients. Individuals working with the customer may be the best choice so that they can add a few relevant words to enhance the business relationship.