There’s no question that using appropriate business etiquette in your company communications can produce a great marketing advantage. Beyond the common courtesies of “please” and “thank you,” exercising good manners in your marketing efforts gives your message a better chance of being heard. During the hectic holiday season, those etiquette skills can be seen most vividly in how you approach sending holiday cards. Whether you’re making a first impression or offering a seasoned thank you for continued business, consider these tips for minding your holiday manners.

Acknowledge the season. With the plethora of card options out there and the crazy lines at the post office, it’s tempting to simply opt out of the holiday card-sending game. Don’t do it! In this day and age, acknowledging the holiday season is a staunch expectation even in the business world. Even if you’ve chosen to shift your mailing to Thanksgiving or New Years to avoid the rush, it is still important to send a December holiday message of some kind–even if it is a simple emailing.

Fine-tune your message. Much debate exists around whether to use the phrases “Merry Christmas,” “Happy Hannukah,” or “Happy Holidays.” Only you can decide which is most appropriate for your business and clientele. Err on the side of caution when writing your specific holiday verbiage. Reflect your own company’s “culture,” but avoid terminology that may be offensive to your broader audience. Also, be sure to communicate gratitude for continued business where appropriate and well-wishes for the coming year. Overselling in your holiday cards can be off-putting. Avoid overt marketing terminology and opt for a subtle presentation of your logo with a tag line of services.

Make sure your mailing list is up to date. It can be an arduous task, but be sure your names and addresses are correct. Sending holiday wishes to a contact who’s moved on from your business client simply highlights your lack of attention and undermines your efforts at “personal” service. It’s easiest to maintain your mailing list throughout the year, but at the least, devote staff time to verifying information before holiday cards are mailed.

Add titles to your recipient names. The added formality of a “Mr.” or “Ms.” in your address block creates a festive appeal during the holiday season.These titles offer a show of respect to your individual client contacts that won’t be missed. Be safe with your women clients and use the “Ms.” prefix rather than risk offense with a “Miss” or “Mrs.” used incorrectly.

Personalize. Personal details always carry more power than “form” communications. Address your cards to actual people in addition to whole businesses or organizations. Write a personal note on your cards, if possible, making reference to individual relationships. Acknowledge specific projects on which you’ve worked, recognize specific accomplishments or extend greetings to family members. One sentence will suffice, but make it a personal one. Oh, and use your best penmanship!

Consider your envelope. Don’t forget that the envelope is the first thing your card recipient sees. You can make your holiday cards more special simply by printing the return address on the flap rather than the front of the envelope. Also, actual stamps make a more personal impression than printed bulk mail insignia and offer extra holiday cheer. In addition, hand-written addresses are another way to add personal detail to your cards–even if it’s not your own handwriting. Many direct mail vendors offer hand-addressing services.

Sending corporate or organizational Christmas cards can be an overwhelming task. Make sure you get the most marketing return from the process by using these mild-mannered tips.

Need help getting your “dux” in a row? Give us a call! We’ll help you craft your message, design a unique card presentation and handle your mailing–all in plenty of time for Santa’s milk and cookies!