This year many companies will send their customers and associates a personalised Christmas card that's printed with their company details and greeting. The benefits are obvious - maintaining relationships with key customers, demonstrating how greatly their custom is appreciated and sending a Christmas message can only be good for future business. The reality though is that it's all too easy to send a card that generates a negative impression of the company, tarnishing the customer relationship.



By following simple steps, it's possible to avoid costly mistakes and maximise the goodwill that a Christmas card generates.

Firstly, consider the image your company portrays and the industry in which it operates. For example a teamwork orientated card would be well suited to a Consultancy, whereas a travel company may send a card with a more global theme. Also remember that not all your customers may celebrate Christmas so the message on the card front needs to be appropriate to everyone, regardless of cultural and religious background – cards that state ‘Season's Greetings', ‘From All of Us' and ‘From All The Team' are good choices.

To help choose the ideal card, it's a good idea to create a shortlist of the ones you like and then take advantage of the free samples that many suppliers will provide. This enables you to view the actual card and inspect the quality of board it's produced on. You may want to check whether the board is sourced from sustainable forests, and even better, FSC certified. Be sure to show the samples to work colleagues for feedback and obviously anyone else involved in the decision making process. After inspecting the cards and considering the feedback, you'll be in a good position to make your final choice.

Careful thought should be given to what's printed inside the card. Like the card design, the greeting needs to be appropriate and suitable to all recipients. Essential company information such as address, telephone, fax, website and email should be included. Like any marketing collateral, it also makes sense to display your company logo, so increasing brand presence and recognition. However it's important that the sincerity of the Christmas card is not compromised so it's best to avoid including a sales or promotional message as this reduces the authenticity of your gesture. Essential steps for a successful Corporate Christmas card

This year many companies will send their customers and associates a personalised Christmas card that's printed with their company details and greeting. The benefits are obvious - maintaining relationships with key customers, demonstrating how greatly their custom is appreciated and sending a Christmas message can only be good for future business. The reality though is that it's all too easy to send a card that generates a negative impression of the company, tarnishing the customer relationship.

By following simple steps, it's possible to avoid costly mistakes and maximise the goodwill that a Christmas card generates.

Firstly, consider the image your company portrays and the industry in which it operates. For example a teamwork orientated card would be well suited to a Consultancy, whereas a travel company may send a card with a more global theme. Also remember that not all your customers may celebrate Christmas so the message on the card front needs to be appropriate to everyone, regardless of cultural and religious background – cards that state ‘Season's Greetings', ‘From All of Us' and ‘From All The Team' are good choices.

To help choose the ideal card, it's a good idea to create a shortlist of the ones you like and then take advantage of the free samples that many suppliers will provide. This enables you to view the actual card and inspect the quality of board it's produced on. You may want to check whether the board is sourced from sustainable forests, and even better, FSC certified. Be sure to show the samples to work colleagues for feedback and obviously anyone else involved in the decision making process. After inspecting the cards and considering the feedback, you'll be in a good position to make your final choice.

Careful thought should be given to what's printed inside the card. Like the card design, the greeting needs to be appropriate and suitable to all recipients. Essential company information such as address, telephone, fax, website and email should be included. Like any marketing collateral, it also makes sense to display your company logo, so increasing brand presence and recognition. However it's important that the sincerity of the Christmas card is not compromised so it's best to avoid including a sales or promotional message as this reduces the authenticity of your gesture.

Ensure that the list of recipients is up-to-date with the correct contact and current mailing address – there's nothing worse than a new contact receiving a card addressed to their predecessor. Your list will certainly include good customers, but as a Christmas card is almost always opened, it's a great way to communicate with lapsed customers and even potential new ones. Although this is more personal message, it's still a business communication so retain a professional approach by addressing envelopes with titles such as Mr and Mrs, and full names.

Be sure to sign the cards – this provides a personal touch, demonstrating how important you feel the recipient is to your business. It also shows that real time and effort has been spent. Even better add a small specific message as this makes the card even more exclusive and individual.

One of the more common mistakes is not allowing enough time for signing, especially if there's a lot of cards and signatures required. Try circulating cards well in advance of when they'll be posted or if necessary arrange a ‘signature session' on a set day. Include all those that work most closely with the customers in this process.

Finally, be organised! Purchase cards in plenty of time so they can be signed and then sent at the start of the Festive period. This is especially true for companies mailing overseas where some final post dates for airmail are in early December. For the maximum benefit aim for cards to be posted during the first week in December – so they'll be one of the first to arrive and take pride of place in front of your customers throughout the entire month.