It’s time to break out the calligraphy pens, mailing labels, and stamps! Greeting card season is just around the corner—offering the perfect opportunity to strengthen business relationships, help win back past clients, or show appreciation to existing clients for their continued business.

A well–planned greeting card campaign can make a deep and lasting impression on audiences. However, campaigns that lack attention to detail or that are not 100 percent sincere can turn prospects and customers off in a big way.

Here are five key elements of great business greeting cards:

Personalization: Most people see greeting cards as an intimate and personal way to engage with family, friends, and colleagues. The medium alone suggests a personal exchange; so keep it that way. Start by addressing the recipient by name rather than using a generic greeting. Reference the nature of your relationship in the greeting card message (is the recipient a trusted partner, a long–time customer, new prospect, etc). And if you’re thinking about including a promotional offer or call to action, make sure it’s highly relevant for the recipient.

Image Selection & Card Design: Your greeting card is an extension of your brand, so although there is flexibility to try something new in terms of design, it should reflect the overall look and feel of your brand. And if you’re sending greeting cards during the winter season, take a few extra moments to think about the images you’ll use (should you go with an image depicting snow–covered mountain tops, Santa Clause, a Star of David, or a nativity scene, etc)? Consider this:

From a 2010 article, “Merry Christmas or Happy Holidays? Americans Divided on That, Too.” posted on Politics Daily:

As if Americans weren’t divided enough, even in this season celebrating peace and good will, the public is split over whether shops should greet customers by saying “Merry Christmas” or “Happy Holidays.”

Just under half (49 percent) of those surveyed in a new poll said stores should have a “Merry Christmas” greeting policy, while 44 percent say businesses should opt for the more generic “Happy Holidays” or “Season’s Greetings” out of respect for people of different faiths.

Regardless of how you feel, consider what impression the image and message you select will have on recipients. Choose an image and card design that is appropriate for your business and your audience; everyone situation is different.

Sincere Message: As a recipient, it’s a great let down to get a beautiful card with a meaningless message inside. As a business, why waste your time, money, and effort on sending a greeting card, with an indifferent message, that leaves your recipients unimpressed?

Handwritten Signature: Even if the main message in your greeting card is preprinted, take the time to sign each card yourself. Little details like this can mean a lot for recipients. It shows them how important the relationship is and that you’re willing to take the time to invest in it. A handwritten signature also adds to the sincerity of the greeting card message.

Timing of Delivery: If the timing of delivery is off, greeting cards can seem like an afterthought. Plan out when you’d like recipients to receive their card and generate a schedule that takes into account delivery times for different postage types. Incorporate a buffer too, as many businesses adjust hours and consumers take time off or travel around major holidays.

Finally, remember that greeting cards are a relationship–building tool. They can act as a reason to place a follow–up call and can help to promote continued conversation. Although they may seem like a very small part of your marketing plan, when done correctly, they can make a big impact for your business.

Ready to put these tips to the test? Design, print, and order your own greeting cards today. Get started >