Can you afford to send your clients and customers a corporate christmas card in 2009.  The big message being shouted from the rooftops of the card publishers is :-

CAN YOU AFFORD NOT TO SEND A CHRISTMAS CARD IN 2009 ?

CCA Occasions have taken a lead in this with their message to customers this year :

The 2009 message

‘What will NOT sending a personalised Christmas card to YOUR customer this year say’? – Unfortunately it may say ‘we are no longer here’ – particularly if cutting costs have meant that you have cut back on communicating with your valued customer base throughout 2009;

REMEMBER – it costs 7 times more to reach out to a new customer – looking after existing customers is the smart way to focus your efforts during 2009!

Sending a Christmas card this year sends the right message to customers (and don’t forget a Personalised Christmas cards can also say a big ‘thank you’ to hard working staff who have no doubt pushed that extra mile to ensure the company keeps afloat) – it celebrates the fact you’ve both made it through 2009, research shows (Royal Mail 2008 Survey results) customers DO appreciate the gesture of a Christmas card and that it helps strengthen the relationship and ‘emotional’ bond between your company and theirs – securing YOUR future sales (and sending a personalised Christmas card is one of the most cost effect ways to do so!)

I think the above statement does ring true for most businesses but it is even more important if you have regulary sent Christmas Cards to your customers in previous years.  A Christmas Card is different to most other promotional material you may send out through the rest of the year.  It is a moment to get personal with your customers and let them know that you have a relationship that stretches through the ups and downs of the economy.

Royal Mail Survey

I had a further dig into the Royal Mail Christmas Card survey and was interested to read how many customers go on to make a purchase from the companies who send them Christmas Cards.  The survey reveals that 61%, almost 2/3rds, of people are prompted to make a purchase and 80% spend up to £100.  We all have a different size customer base but if these figures ring true in your sector then it really does reinforce the mantra of the opening paragraph.   Sending a Christmas Card never seems to me to be a promotional activity but the pyschology behind giving and receiving with no hard sale is backed up by the Royal Mail’s survey figures.  This to me makes sending the corporate christmas card the shrewdest marketing activity of the Calendar year.