Corporate Christmas cards are an intelligent way to promote your company and strengthen the connection with those who do business with you. But they can do a bit of harm to your reputation and your company if you make the wrong decisions when sending out cards.
Perhaps the worst decision of all is to decide not to send cards. Corporate Christmas cards are often expected by your clients and vendors and always help build relationships when the right etiquette rules are taken into consideration. Here are five things you might want to keep in mind:
1. Culture matters. When choosing the design of your card, take into consideration the traditions and cultural backgrounds of the people on your card list. If you don’t know much about your clients, you may want to steer clear of Christian imagery and focus instead on a generic holiday message. If you’re a devout Christian and know that your recipients are as well, however, honor them with cards that feature the religion you share with them.
2. Quality matters. Send the highest quality corporate Christmas cards that your company can afford. Great cards are less expensive than you might imagine, and nice cards send a message that your company is doing well. Cheap cards make you look cheap. Your holiday cards should be of the same quality as other marketing materials — or better.
3. Sending to the right people matters. You don’t want to neglect to include someone who should be on your list, so create the list carefully. When dealing with other companies, you can send to the president or CEO, but sending to your contact person or the decision maker is a smarter strategy whenever possible. If you can’t include everyone you deal with, however, send to the top level of management to avoid hurting feelings.
4. Personalization matters. Choose the wording of the personalization you have printed on the card very carefully, then also include a handwritten message or at least a real signature for the best impact. A card that isn’t signed is usually trashed within moments.
5. Addressing matters. Use formal addressing rules with prefixes like Mr. and Dr. for best results. Include spouses when you know the correct names and are sending to home addresses, but don’t include a spouse’s name when sending to work address. If you’re confused, get an etiquette book and brush up before addressing the cards.
When you keep these rules in mind, your corporate Christmas cards can make a great impact — a positive impact, that is.