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Why Send Greeting Cards
I often get asked by business associates and friends why any business would want to send greeting cards to customers. My typical response is “What? You don’t. You must be losing sales.”
There are many reasons to send greeting cards. To me the most important is that greeting cards enable a business to develop a personal relationship with each customer. At first it is just a way to say ‘thank you’ or a reminder it’s time for a car service, an air conditioner service, carpeting cleaning, a medical exam, tree trimming, will renewal, an annual shopping event, or any number of other services. Over time you may also send birthday and holiday cards. If a customer hasn’t been by in a some time, sending an ‘I miss you’ card lets them know you value their business.
Customers report that they like to receive cards. A personalized card makes anyone feel at least somewhat special. I personally like to receive reminder cards. I’m busy and like that someone else is watching out for me. I use these same services over and over. When you keep in touch with customers without bombarding them with advertising you build a relationship. The customer may not need your service frequently, but when they do they will call upon you. Plus, you can count on them telling others when they have a positive relationship with you and those others need your services.
I hired a limousine service a few years back to take my parents to the airport about an hours drive away for a trip to Hawai’i. I wanted their trip to start off special. The scheduled driver called in sick, so we had a replacement driver who had to come in on his day off to drive the limousine just for this hire. How do I know, I went to and from the airport with them. The driver complained about this on the trip up and back. I reported this to the limo company after the trip – my parents didn’t want to hear the driver complain. I never heard another word from them.
I hired a different limo service to pick them up and bring them home upon their return. A week later I received a thank you card from the second service. My parents also received a separate thank you card at their home, addressing them by name and personally signed by the driver. On a separate trip the driver recognized the name and had a flower and a small box of candy for them when he picked them up. Guess which company we have used since? My parents are more than happy to refer this company’s services to all of their friends. Had I at least received an apology card or letter from the first company I may have used them again.
Greeting cards get opened. I have never heard of anyone not opening one. I love to open every greeting card I receive. We all know a greeting card when it arrives in the mail. It has a certain look and feel to it. I have to read so many emails in a day, some from companies that send me ‘offers’ every day. It is nice to occasionally receive something personal, not loaded with advertising. In fact I recommend my customers try not to include any advertising, unless it is for a special event. The customer will remember you.
Statistically, sending thank you cards to customers increases sales to existing customers an average of 35%. Sending a combination of thank you and reminder cards increases sales an average of 75% to existing customers. I wish I could tell you statistics for referrals from existing customers. I know it has to be up there. Every time someone asks me if I know of a company for a particular service, it is easy to remember the names of those who make an effort to send me greeting cards.
It can be expensive to find new customers. Advertising isn’t cheap as a rule. We need customers to survive. We have to use many means to attract customers. Any company that wishes to increase sales to existing customers should think about this inexpensive way to retain customers. It costs so much to acquire a new customer, why wouldn’t anyone want to retain them.
To recap, there are a number of reasons for a business to send greeting cards.
Build a personal relationship with your customers
Greeting cards get opened
Keep your name in front of your customer
Customer loyalty
Customer referrals
Increased sales
Inexpensive compared to other methods of advertising
Every business should consider sending greeting cards as a means to gain new business, especially from existing customers. This is especially true during harder economic times when we must all use our advertising dollars wisely.
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