You might not be a big fan of Christmas. You might not even celebrate the festival, and that’s fine. However, it is a great time for very easily keeping in touch with your clients and prospects. A great time to say “Thank you” to your clients; and “I’m still here” to your prospects.

Ever since I set up Appletree, way back in 2000, I’ve sent printed Christmas cards to my contacts – actual clients, potential clients, suppliers, referrers and general hangers-on. Back at the start, there weren’t mass email options and there was less concern about sustainability and recycling of paper and cards. Times might have changed, but I don’t think that the sentiment – or the principles of marketing – have changed.

Stand Out

Early on at Appletree, I started to order cards with the company logo printed inside them. Every year, there has also been a tree theme on the front of the cards. Some years I even ordered my cards as early as June! Why? Because the company I used gave great discounts for early ordering.

I never sent more than 100 cards and every single one had a handwritten envelope and a personalised, handwritten note from me inside. Yes, it took time, which is why I always started early. I would start the writing and addressing in the middle of November, doing a few at a time. That way, they were all ready to send out in the first week of December. Early enough to catch people leaving offices for a Christmas break. Early enough to not get caught up in Christmas delays.

While I might not have received many cards in return, I often received emails or texts thanking me for my effort. “Thanks for thinking of me” is a lovely message to get in return for a Christmas card. If you’re not great at keeping in touch with clients and prospects throughout the rest of the year, Christmas cards give you a great excuse for reaching out.

Stamp it Out

“There’s too much environmental impact.”
“It’s cheaper to send cards by email.”
“I don’t have the time.”
“No one sends me cards.”
“I don’t celebrate Christmas.”

Are any of these good excuses?

• Cards are easy to recycle. I even cut the front off of cards I receive (Birthday, Christmas, Get Well Soon or Thank You cards) and remake them into cards to send out.
• It really doesn’t cost much to send cards. This year I have less than 40 to send, so I’ve bought cards from Oxfam – tree-shaped, of course! I’ll add a little Appletree logo sticker. Supporting a charity while keeping my costs down.
• Make the time. It’s part of your marketing, which needs to be done, regardless of how busy you are.
• It’s not about you. Make someone else smile and they’ll love you for it.
• OK, fair enough. Send a New Year card instead!

This year, think about how your clients and prospects would like to feel. Will they feel happier receiving a real-life card, containing a lovely note from you?