The Value of A Traditional Holiday Card

Sending a holiday card in this digital age may seem like a small gesture, or even “old-school”, but if sent with sincerity, it can help you stand out from your competition.
However, the right holiday card takes planning to be successful.

Here are five reasons to send a holiday card:

1. Thank you. You can personalize your message to your audience and give a heartfelt thanks for a donor’s support or a client’s business.
2. Generate goodwill. Sending a card is an excellent way to stay in contact and have another touch point with your audience without sending a sales piece.
3. Gentle reminder. A card can keep your brand top of mind, again, without being a sales or donation piece.
4. Cut through traditional direct mail. A holiday card can look and feel personal, which will have a better chance of the recipient opening it.
5. Reinforce your brand. When designed well, a holiday card can reinforce not only your visual recognition, but also the vibe and essence of your company.

A holiday card allows you to reach beyond your traditional marketing piece and show a different side of your organization. A card can be clever, playful, and unique, while still maintaining your brand and your message. You can personalize your message to your audience as necessary. A card meant for your best clients or donors will have different messaging than one to a prospect list or trusted employee or volunteer. And don’t forget a holiday card can be sent for Thanksgiving, Christmas and Hanukkah, the New Year, Valentine’s Day, and beyond. There are holidays throughout the year, and a card that is sent at a time that isn’t traditional for a greeting card will make it stand out even more.

Don’t overlook the envelope, as it is what will make the recipient open it or toss it away in that half-second he or she makes that decision. Size, shape and color all are important elements. If you can afford it, hand stamping is always best, as it is the most personal.

Adding a digital component follow up to a mailed card can add to all of the benefits stated above, and can even be a good way to kick-off an interactive campaign. It’s not too late to plan out a holiday card for this year, or budget one in for an upcoming holiday for next year, but time is truly ticking on your production window.

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