The holiday season is a perfect time to solidify business relationships: express appreciation to existing customers, reconnect with old customers, and reach out to potential customers. Your greeting card, if thoughtfully sent, can be a subtle but effective marketing tool for your organization, and can express to your contacts how much your company values ​​their relationship with them. Below are some general rules of business etiquette to consider.

Send your holiday cards as soon as possible after Thanksgiving.

The first cards your customers receive are often the ones they remember the most, and they show up the longest! Sending your holiday cards early also ensures that your well wishes arrive before the recipients take time off for the holidays or the company closes for the holidays.

Send a holiday card to all the key people on your contact list!

Your vacation business card is a great way to 1) keep your company top of mind and 2) let your contacts know you’ve thought of them while on vacation. Your company may not be doing business with you today, but may need your services in the future, or this contact may refer you to a colleague. And don’t forget — your contact’s administrative assistant should be a key person on your list.

Send holiday cards that communicate appreciation, well wishes and prosperity.

A safe bet is to stick with the “Happy Holidays” or “Happy Holidays” themes. Send a card that reflects religious or cultural themes (Hanukkah, Christmas, or Kwanzaa) only if you are absolutely certain that the recipient of the card is observing the holiday.

Address your greeting cards appropriately.

Always use titles on the envelope (Mr., Mrs., Miss, Dr., etc.). For business associates, the standard title used in the US is “Mrs.”, unless the recipient has a professional title (Dr., Senator, etc.) or indicates a preference for “Miss.” or “Mrs.”

Make sure your contact name and business address are up to date.

If the card is mailed to the business address, send it only to your business contact (unless the spouse also works there).

If the card is mailed home, add a personal touch by addressing the family (“Mr. and Mrs. John Smith” or “Mr. and Mrs. John Smith and family”).

Stay on top of any changes (marriage, divorce, death) that may affect how your card is sent.

Customize, customize, customize!

1. Sign each card. Even if the card is preprinted, it’s a smart move to write your signature and a short note on the card. A simple handwritten note such as “Thank you for your business this year! Sam” goes a long way in telling the customer that you really value the relationship.

Assume that the card will be shown and read by others in the organization; therefore, keep your note professional and brief. Sign your name only (include your spouse’s name only if you met your business partner).

If greeting cards are being sent by different departments, order your greeting cards printed in smaller batches, each batch printed with the personalized greetings and signature of the person (or department) sending it.

2. Use hand-addressed and stamped envelopes. Use hand-applied stamps instead of measured stamps to reduce the “bulk mail” appearance. It is also more personal to address the envelopes by hand. If you have too many to write the addresses by hand, use the fancy script-style fonts on the computer or use clear address labels instead of the opaque ones.

3. Differentiate your company! Attach a photo of the team members who worked at your client’s business. This is often used on photo cards. However, enclosing a photo inside a regular Christmas greeting card will leave a lasting impression on your customer.