Holiday Cards Part II: E-Cards

With today’s technology more and more firms are straying away from physical holiday cards and opting to go with e-Cards. There are a lot of marketing and business development benefits for choosing to go with an e-card. Below are four considerations and advantages to think through while working on your holiday cards this season:
Bar GraphTracking    
By sending an e-card your firm can identify who has received a card and what action they took. The number of people who opened the card can be tracked identifying if the e-card was successful and worth the time put into the project. Marketing and business development initiatives could be launched and the click-throughs to additional messaging or promotional items can be identified. Those activities could then be added to the database and depending on the call to action there could be very specific follow-up items assigned.
Magnifying Glass Identifying Potential Risks                                                  
Opting to send an e-card helps your firm clean-up the database. If a contact at a client leaves and the firm doesn’t know about it, it could become lost work if the firm doesn’t have any other contacts there. By tracking bounce backs and failed emails someone can look in the database and see what other contacts or relationships the firm has with the client and alert the firm of potential at risk clients.

VcardUpdating Contact Information and Communication Lists

When sending an e-card consider having contacts update their own information and which communications they would prefer to receive. With ContactEase this could be done by using our Online Client Update Form. Ask contacts to take a minute to review their data and make any changes necessary by providing the hyperlink to do so. The data is then cleaned up in the database and your firm has the most up-to-date information for a contact and contacts can opt for the communications that matter the most to them.

PeopleExpanding Your Reach
Within the e-card create a mini campaign of some sort through calls to action. If you have a Facebook Page or Twitter account your firm is trying to expand, create a perk for people to “like” or “follow” you. One firm did this by letting their contacts know that they had decided to use the money previously spent on physical cards and donate it to a local charity. For every follower they received they would donate X amount of money up to a certain dollar amount. They were giving back to the community while expanding their audience reach.

If you are spending the time and money associated with doing a holiday card it is important to identify what your key objective(s) are. If your firm is simply sending a card for warm wishes, think through the above points and how the card could be used more strategically for your business development and marketing initiatives.

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