In the 30 years that I have been designing I have created many Christmas cards for clients and although they have pleased the client, often I have felt they lacked the WOW factor… sometimes because of a limited budget but more usually because they simply looked corporate in style! This year a stream of cards will arrive and vie for display space in your office, then be binned or hopefully, recycled. It costs more to have one created for you but at least yours will stand out from the many bought cards crowding the shelf.
So, are they worth it? Do your clients even notice you have sent one? Perhaps not, but they may notice if you don’t! When aunt Mabel forgets to send you a card at Christmas, do you wonder why not? Is she alright? Should I get in touch and see? Unless the company you are sending to is small and knows you personally I doubt they will notice one missing card!
Is it better to send an e-card then? Well again there will be loads of these arriving in your inbox in the coming weeks. The question is: who opens them and reads them? They do get opened with varying success: our own Christmas e-cards for example have an open rate of between 40–55% which is higher than our e-newsletter open rate of around 30%. That would indicate that people are more in the mood to see a Christmas e-card! They probably have much the same impact as a printed card but get binned as soon as they are opened – no shelf life whatsoever, so the impact is short-lived, however the cost of sending e-cards is far less.
People expect to receive something at Christmas, but do you go along with every one else or make yourself stand out from the crowd? This year, why not be different, perhaps send something after Christmas or in the New Year. How about a Burns Night card or something for Valentine’s Day? There are many occasions other than Christmas when you could send a card or e-card and have much more impact. Think about it.
Remember there are no rules – you can time your card whenever you like, but just be sure that you are creative about it! And if you do want to send something… whenever the date… of course we would love to help!