If Sir Henry Cole was alive today he would surely rub he eyes in disbelief at what he started. It was Cole who in 1840 suggested that his friend John Callcott Horsley design a card that could be sent to friends at Christmas time. The card didn’t go on sale until 1843, with a print of just 1,000 cards. However the faster delivery of post by rail and the creation of the ‘Penny Post’ by the British Postal System meant the concept caught on and the custom of sending Christmas cards began.

Although the idea has been around for a while, the benefits to your business of sending personalised Christmas cards are still as relevant today. In fact, if your business doesn’t send Christmas cards it’s missing out on one of the most cost effective and high impact advertising available. Why? Well there are many reasons.

• Guaranteed To Be Viewed
Compared to other types of advertising such as direct mail, press or email, the personal and intimate nature of a Christmas card means that it’s highly likely to opened and viewed. Also unlike emails that are quickly discarded, Christmas cards are kept and displayed throughout the seasonal period, normally within the prime location of your customer’s desk or work area. This generates a high level of recall for your company and the products or services it provides.

• Encourages Customer Loyalty
Whatever your industry or profession, chances are future growth will be depend upon maintaining strong relationships with key customers. Sending a Christmas card is a vital element in this process, because in a caring and seasonal manner it clearly communicates gratitude and thankfulness. This leaves customers in no doubt about how much their trade is appreciated, which helps encourage a positive view towards the company and in turn inspires greater loyalty.

• Creates A Positive Impression With All Stakeholders
Apart from existing customers, Christmas cards can play an important role in relationships with other stakeholders. When sent to business associates, employees and even prospective customers cards provide equally good results.

• Reiterates Company Values
The choice of card design and the greeting that is printed inside can be used to emphasize the core values your company holds. This will help customers understand what differentiates you from the competition.

• Improves Brand Recognition

If customers recognise your logo it will become associated with particular products and services. A well remembered logo will also improve the effectiveness of marketing activity, as customers quickly identify the logo and the company behind it.

The original reason for sending a Christmas card was to keep in touch with friends. Many years later this core principle remains just as pertinent to all businesses and their customers, along with the many other benefits that a Christmas card provides.

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