The end of the year is near, and with it comes millions of direct mail pieces wishing different versions of season’s greetings. With so many companies and individuals flooding mailboxes with holiday cards, newsletters, gifts, fliers, etc., is it worth it to add yet another one to the mix? The short answer: yes, but only if you’re willing to put in the effort. Here’s how you can decrease the odds your greeting will go directly from the mailbox to the recycling bin:
- Stand out
The traditional 5×7 card is certainly economical, but consider a fun die cut such as a snow globe or present shape. These offer a great opportunity to add some subliminal branding while standing out from the pile of other cards.
If you do go the traditional route, or even if you don’t, try to personalize your card. It’s commonplace for people to add pictures of their families to their holiday cards, so why not include a picture of your staff with yours? Your customers are probably more likely to keep and display a card with a familiar face on it.
- Remind customers of your values
If you’re a local business with deep community roots, consider adding a recognizable monument, local celebrity, or mention of a local news event in your greeting. A larger, global or national business can focus on general seasonal themes of “peace” and “love” rather than specific cultural or religious traditions.
- Show your gratitude
Even if you send your card after Thanksgiving, it’s never too late to let your customers know how much you appreciate them. Your content should clearly thank them and wish them the best. Avoid making it seem like you have an ulterior motive. Offering 20% off during December is better suited to your other regular marketing pieces.
- Include a personal note where possible
A hand-written signature and note might not be feasible for all your cards, but it should be a priority for at least your top tier. A personal anecdote about a graduation, illness, marriage, or other life instance can go a long way.
- The more the merrier
Cards are a relatively cheap way to touch base with your customers, and price breaks can be significant on large quantities. So, go ahead, mail to your entire database. A friendly greeting without any action items will make even your smallest clients feel appreciated.