Are You Missing Christmas?

A few years ago, something changed in the business world…and probably not for the better.  Companies stopped sending Christmas cards to customers or clients or associates.  And while this has meant a little less holiday cheer to go around, there’s a much bigger issue at stake.

Think of it from a marketing perspective.  Once a year, at the end of the year, when most people are receptive to the holiday spirit, you send them a card that acknowledges your relationship, that thanks them for being part of your success, and that wishes them the best for the year ahead.

Think about what happened when those cards arrived — what still happens in many places.  Unlike other mail, which gets read and discarded, Christmas cards are often kept and displayed, at least through the holiday season.

If you were a smart company, you wouldn’t order “generic” cards that would blend in with all the rest.  You’d have your own cards designed and printed so they would stand out and help your message — and your brand — stay top of mind for a month.

On top of all that, your card was an additional “touch,” one that could help solidify your existing customer relationships or move prospects one step closer to becoming clients.

When you think of it in those terms, that Christmas card can be seen for what it is — or at least what it once was — an important element of your sales and marketing plan.  In that light, it seems almost absurd that it’s gone away.

That’s another big argument in favor of doing one.  If there are far fewer holiday cards in your customer’s mailbox, the ones they receive have an outsized impact.  All those good things we mentioned earlier are amplified.

“But wait,” you say, “we send out a holiday email!  Same impact for a fraction of the cost!”  Of course, that’s not even remotely true.  Email is far less personal, and gets deleted as soon as it’s read — assuming that the subject line doesn’t send it right into the trash.  It practically screams “minimal effort.”

Beyond all that, of course, is the reason you send season’s greetings in the first place: you genuinely want to spread good feelings and holiday cheer.  But if you can do that, and at the same time, make a thoughtful marketing decision, Christmas may indeed come early for your business.