Not all of the holiday cards I receive go in the bin.
Every once in a while the card is an exquisite photograph that is so beautiful I put in on my window ledge, call the sender and tell them how much I appreciate it, and keep it for months. It enlivens my life and reminds me of them every time I see it. Other people see it and we end up having wonderful conversations about the card, the image, the person who sent it.
That’s moment of marketing that builds a relationship.
So before you invest your resources to send out mass holiday mailings, ask yourself:
“What is this adding to the receiver’s life?”
And send something worth putting on a window ledge for a month or two.
