Opinion
Christmas Cards: Paper or Electronic
That time of year is fast approaching when we get our Christmas card lists together and work out who we need to add (or remove!). The list of clients and suppliers, staff and volunteers, and potential new customers has to be carefully managed to ensure nobody gets left out. We have to choose the cards, write and sign them, then mail merge the address list and send them out in plenty of time. And these days there is another choice to make as well - you could choose to send paper or electronic cards.
Paper cards have their obvious advantages; they are a traditional way of embracing the festive season and sending warm wishes to your clients. They have a personal touch, making the recipient feel you have taken time over them and they are good as decorations in the office too!
But they have to battle Royal Mail’s postal system with the other 2 billion Christmas cards that will be sent this year. They can be over-priced, and are damaging to the environment (because of the amount of trees that are cut done each year to make them). Done without thought and care, they are just another card on the pile rather than the ‘touch’ on your clients and customers that it should be (so make sure your card is in keeping with your brand, and the message inside too).
‘Up until Christmas 1961, the UK Post Office used to deliver cards on Christmas morning.’
For most organisations, the choice on which method to use is easy – they have always sent paper cards so why change now? If you are sending out to a mailing list of up to 100 people, paper cards are a good choice as they are not too expensive or time consuming. But, if you have a list larger than this, you could consider the advantages of the E-cards we have discussed. The general feeling that E-cards are not professional is changing and these days more and more companies are opting for this choice. 
E-Cards have a growing fan base now, especially since most of us spend a large percentage of our time in front of our computers. Many organisations will be using some kind of email marketing tool, so the prospect of sending an E-card is made simpler because your mailing lists will be already uploaded and your customers will be used to you sending them email updates (which means it won’t end up in their junk filter!). They can also be sent out a little bit later because of the instant delivery (although I don’t recommend that E-Cards are sent as an afterthought!)
If you think you will save money by using the E-cards, think again; many sites now charge for this service (although they tend to be cheaper than a paper card - especially when you consider postage costs, and your time). The other disadvantage is the card could potentially end up in the recipient’s junk folder or undelivered but many sites will send you a read-receipt so you can keep track of this.
This year, projectfive will be sending out paper cards and the whole team is involved. We will be having an afternoon with mulled wine, mince pies, Christmas songs and putting up the Christmas decorations in the office. Steve and Hazel’s two young children will be there, and we'll be turning the whole 'Card Sending' into a festive experience. We will also be sending an electronic card.
Whatever you do choose this year spend a little extra time and thought to get it right.
Top tips
Whichever method you choose remember these top tips:
- Keep it personal – Address the card to the organisation or individual. Sign the cards and ideally get your team to sign them too.
- Be prepared – Try not to send out cards at the last minute, make an occasion out of it instead, and get your whole team involved.
- Stay on-brand - Keeping the card and message on-brand reinforces your company message and professionalism.
- Make a donation to charity – Make a donation to charity instead of sending cards, buy charity cards or from a site which makes a donation on your behalf. Include the logo of the supported charity in the card (most companies will do this for you) or tell people who you have given to this year.
- Buy Recycled and Recycle – Buy cards made of recycled paper and remember to recycle them afterwards too. The Woodland Trust will have card recycling schemes at WH Smith, Tesco, TK Maxx and Marks & Spencer from 2nd Jan – 31st Jan 2009.
Suggested Card sites:
http://www.charitycards.co.uk – A range of recycled cards and business Christmas cards that you can personalise with your company logo. You can nominate a charity to receive a percentage of royalties (min 7.5%) from your purchase. Also offers a fast delivery time. If you are a charity, you can sign up to receive royalties as well.
http://www.corporate-christmas-cards.co.uk - Business Christmas cards that you can personalise with your company logo and offer a fast delivery time. 10p from every card purchased is donated to either a charity of your choice, or the ‘Help Group’ charity which supports 33 UK based charities.
http://www.watabaran.org/christmas_cards.asp - Gorgeous fair trade cards – just take a look. But a long lead time, so keep this one in your favourites for next year.
Suggested E-Card sites
http://www1.bluemountain.com/index.pd - Great selection of interactive E-cards and game cards.
http://www.unicef.org.uk/corpegreetings/ - You can add your company logo to the cards and mail out to over 1000+ clients. Approximately 90p per card depending on quantity.
http://www.sendandgive.org/ - E-card website for the Cancer Research. You can upload your company logo and mail up to 1000 clients. There is a voluntary donation system in place.
Sarah Giles,
projectfive .
back to December techbyte..