Why? Because it’s so much easier and cheaper to just send a Holiday Greetings email or to post a Holiday Greetings picture on your website or email signature. Sure you can send a Holiday Greeting email blast out to hundreds of clients and track who opened the email but is that really effective? What is your return on that investment?
I personally find those sorts of impersonal messages totally meaningless. All it says is that the sender is too lazy or cheap to spend the minute or two to actually write a note in a card. I may spend 1 or 2 seconds to look at the email and think, “oh, ok” and promptly delete the email without further thought. After receiving many of these in addition to the dozens of other emails I receive on a daily basis, it is likely that I have completely forgotten who even sent me that email greeting within a few days.
In today’s modern society it is all too easy to send a text or an email. Even if we need to “write” a formal letter, that letter is typed, never written. The closest thing that most of us do to handwriting is signing a document or receipt. I bet most people these days don’t even remember how to do cursive handwriting! Try it!
A step-up from the impersonal mass email greeting are greeting cards that are pre-printed to include a personalized message (you can only have one of course) and your signature so it “looks” like you signed it. This is a bit better than an email but I’d still toss that card right into the trash.
That being said, if you are in sales or run any sort of business it speaks volumes to your clients if you actually send them a card with a handwritten note. Sure it is a total pain in the butt and is time consuming but it shows that you care about your client as an individual and are willing to put the effort into expressing your appreciation. It is a small gesture but it can go a long way.
Furthermore, since nobody seems to actually write greeting cards anymore, you may be the only one to give your client a hand written gift card which will make you stand out in their mind.
If you have hundreds of clients, sure writing out personalized greeting cards to every single one of them is not an effective use of your time, however as a rule of thumb, you should send out personalized cards to your top 20% accounts or at minimum or your top 10% in addition to prospects which have the potential to be in your top 20%.
Not sure what to write?
Here are some tips on how to write a simple and effective note in a greeting card:
- Address the receiver by name (i.e. Dear John)
- Include your general message: If sending multiple cards, write up 2 or 3 different versions of this message so you aren’t sending everyone the exact same statement. Keep the statement brief (i.e. 1-2 sentences)
- Write a brief personal statement . This can be something that only applies to this particular client. It can be a reference to a joke between the two of you or something as simple as thanking them for the specific number of years they have been your client.
- Sign your card
A personal touch can go a long way. Remind your clients this Holiday Season that they aren’t simply a number to you or your company but rather a valued client who you can relate to as a person. In spite of how technologically advanced our society has become, people still like to buy from actual human beings and put a face to the company they are dealing with.
So this Holiday Season, If you haven’t sent out your greeting cards just yet, there is still plenty of time to do so! But if you missed the boat this year, try to plan on doing it for next year. In the meantime, it is also a great idea to send a hand written thank you note to a new client or one who has recently made a large purchase.
Happy writing my friends!