I must admit I am conflicted about business holiday cards. But maybe by the time I finish writing this blog I will learn how I really feel about them.
Yes, my ad agency has sent holiday cards. Mostly out of habit, and partially because of the belief that it is always a good idea to get in front of a client’s face. But if the client’s reaction is anything like mine, the card will be read, and then either discarded or placed with the other cards that have been received—taped to the wall, or in some other way displayed—as evidence of the “popularity” of the recipient, as measured in CPH (cards per holiday).
Most of the time, unless the card is really elaborate or extraordinary, it barely registers. And when it does, it is often in a negative way, as when the card has a printed name, and the sender did not even bother adding a personal signature. Or the message, while filled with appropriate seasonal pronouncements, goes a step too far in mixing the good wishes with business allusions.
(Sometimes, it is a good ratio, as evidenced in the image above.)
So, yes, I have come down on the side of sending the cards, preferably snail mail, not email. But do the best you can to make the card memorable, which rarely happens if you use it as a barely disguised selling tool.
And sign the damn thing!
Got the idea?