Business Holiday Greeting Card Etiquette

Holiday cards can help your business.

Choosing holiday cards for a business can be a daunting task. Holiday cards present an opportunity to express appreciation to customers on a personal level. However, they also present an opportunity to unwittingly offend a client or damage a relationship. Following etiquette guidelines will help ensure that business holiday cards are a positive representation of your corporation.

Things to Avoid

Savvy business owners avoid anything that could potentially offend clients. This includes sexual, political or other potentially controversial messages and images, even if the message is intended to be humorous. Religious messages should be avoided unless the business is part of the religion industry. For example, a Christian book publisher can legitimately send cards referencing the birth of Christ because the message fits with the company's image and recipients are unlikely to be offended. Otherwise, business holiday cards should not reference a specific holiday, but should refer to the "holiday" or "season."

Things to Do

Choose cards printed on the highest quality paper that fits your budget. Cheap cards can send the wrong message about the business. Include actual signatures whenever possible. This increases the recipients' feelings that the card is sent especially to them rather than as part of a marketing campaign. Consider using a physical stamp rather than a postage meter, as this also makes the card feel more personal. Remember to order your holiday cards well in advance so that you can send them within the season. Late cards can imply a lack of organization within the company. Consult with your printer about possible cards and messages.

Addressing Cards

Business-to-business companies should always send cards to a client's work address. If there is more than one contact at the client location, send a card to each client separately. Make sure your company name is visible on the inside of the card so that clients can remember who sent it, even if they do not recognize individual names. Always include the client's title when addressing holiday cards. Track returned cards so client records can be adjusted.

Remember Brand Identity

Avoid becoming too generic in an effort to prevent causing offense. Ultimately, sending holiday cards is a marketing or public relations activity. Take the opportunity to strengthen the customer's impression of the brand, and choose cards that reflect the personality of your business. Designers and artists may choose cards with images that reflect their style, or they can draw the image of the card themselves. Similarly, food industry businesses may want to choose cards that contain food. Be creative in finding subtle ways to represent your business in the greeting card.

When a Personal Touch is Advised

Sales and account representatives often send cards to clients independent of the company as a whole. Because the relationship is more personal, holiday cards from salespeople can and should be more personalized. Greeting cards may include a handwritten message that relates to the client's account or personal situation. These types of cards should always be hand-signed. Business-to-consumer companies should also include more personalization in their greeting cards.

References

• Invitation Consultants: Holiday Card Etiquette