Christmas Card Conundrum
The Christmas season or 'the holidays' as our North American friends have come to call them have become what greeting card heavy-weight Hallmark calls the most "blunderful" time of year. There's so much opportunity to make a significant blunder that many organisations are questioning if it is worth the effort.
At Image 7 Group we agree with Hallmark's assessment, but not with their implied assumption that a card is always the answer. They are, after all, in the business of selling greeting cards.
Here is a series of questions that will help you decide if a Christmas card is the right tool for you to express your good wishes to your clients and contacts.
Question 1
Why are you sending a card?
A) Because that's what we always do.
B) Because I want to express our thanks for their support over the year.
C) They sent one to me.
Answers
A) This is not a reason to continue sending Christmas cards. It's time to reconsider your options.
B) Is Christmas the best time for this? Perhaps a personalised letter before the end of the financial year (or any time for that matter) is more appropriate to express your goodwill and gratitude.
C) See answer A.
Question 2
Should it be a Christmas card or a more generic 'Seasons Greetings'?
Answers
A) Send a Christmas card - and all that that implies - if that is the greeting you are trying to convey. But be sure that is what you are trying to convey.
B) Send a generic card if you think the reason you are sending the card is not about Christmas but about goodwill.
Question 3
When should I send the card?
Answer
There is nothing worse than a Christmas card arriving in early January. As the post office's busiest time, you'll need to allow for delays. Also, it's better to stand out. The cards that arrive first always get the most attention. We suggest timing it to arrive in the first week of December ... but definitely no later than 24 December.
Question 4
How personal should the card be?
Answer
As personal as you can possibly make it. This means a real, 'live' signature (even if your name is already printed on the card). Possibly a handwritten 'one liner' if the recipient is well known to you and wherever possible, handwritten envelopes. Assume the card will be displayed and read by others in the organisation. So keep your message professional.
Question 5
How formal should it be?
Answer
There is no one rule that fits all situations. A good rule of thumb would be to make the card one or two steps up in formality from where your normal business interactions would conducted. Try to use titles, such as Mr, Mrs, Ms, Dr, etc. For women business associates, the standard title used in Australia and the United States is 'Ms' unless the recipient has a professional title or has indicated they would prefer to use another title.
Question 6
Can I send email greeting cards?
Answer
Yes, you can ... but it won't produce the result you are looking for. Christmas cards are a way of formally recognising the relationship you have with the recipient. You are trying to lift the communication out of the normal and make it special. An email just communicates "They couldn't even be bothered to send a card".
Question 7
Should I send the card to their home or work address?
Answer
Use an office address when mailing greeting cards to business associates. If you are friends socially or have met the recipient's spouse or significant other, it's appropriate to send a card to their home. For married employees or co-workers, send cards to the home and address them to spouses also.
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