BUSINESS: Sending Cards to Customers - the Yays and the Nays

In last week's business blog post: Quick Guide to Maximising Christmas Sales we said:

"This is the perfect time of year to thank your loyal, repeat customers. Send them a card to say you appreciate their business and give them a heads up about any upcoming promotions/discounts and sales".

In this post we take you through the yays and nays of sending out seasons greetings cards to customers.

Pack of 6 Christmas Cards by Chalk Hill Studio

Yays

Quality: The quality of your cards will reflect on the quality of your products so ensure your cards look the part and create the right image for your business even if they are handmade. If you don't happen to be a card-maker or aren't particularly good at making paper products then think about commissioning a fellow designer-maker to make the cards for you or failing that get them printed (Moo allows you to make your own high quality greeting cards using up to 25 different images of your own products). Make your cards eye-catching and aesthetically pleasing to increase the chances of them being displayed and being seen but keep the design secular so that you can send them to customers of any religion.

Message: Unless you are aware of the religious beliefs of each and every one of your customers and therefore able to send appropriate greetings, stick to secular messages such as "Seasons Greetings" or "Happy Holidays", the last thing you want to do is offend anyone.

Personalise: In line with the handmade personal ethos, it's always much nicer to receive a personalised card or message rather than one that is obviously generic and suggests a mass mailing. Although you might be pressed for time try to make the messages in the cards a little bit more personal and hand written if possible for that friendlier touch.

Business cards: Remember to include a business card inside your cards or at least add your business name and website address below your signature so the recipient knows who the card is from.

Promotions: Think about offering special deals or promotions especially for your loyal customers by including special vouchers in your cards which aren't advertised anywhere else.

Posting: You want your cards to arrive during the holiday season, so make sure you have them in the post in plenty of time. For domestic mail Royal Mail suggest that final posting date should be 21st December but it is better to bring this day forward by a week to the 14th December to be extra sure. For international postage, such as to the USA you will need to get your cards sent off earlier, around 6th December as a cut off date should leave ample time.

Nays

Tasteful: Try to steer clear of cards which some people may find offensive or tasteless. Humorous cards are all very well for friends and family but may not be appropriate for customers so bear this in mind!

Misspelling: The quickest way to negate the whole point of sending out cards to your customers is to misspell their name! It sends the message that you don't really care that much and that they are one in a long list of many. To avoid this double check names and addresses!

Addresses: Avoid using computer printed sticky labels for addresses, this makes your cards look like a mass marketing mailing which is precisely what you want to steer clear of. If you don't have time to hand write all the addresses yourself pull in some favours and get your friends/family involved.

Formality: Customers should be addressed by their titles: "Mrs X Jones" and NOT "X Jones" to keep things formal unless you are friends with your customers.