Remember the good old nostalgic days when we engaged in sociable non-Facebook banter with our friends and had extensive conversations until the wee hours of the night? Remember when we had phones that were answered by live humans, when mail was personal and more importantly hand written? How many months or years has it been since you got a hand written greeting card? The habit of hand written notes seems to be an almost forgotten thing of the past.
We live in a digital world that is getting overloaded with data faster than we can consume. Every friend or contact is just a click away and the effort of reaching out to someone has reduced considerably. Having said that, there is nothing like receiving an actual card in the mail. You kind of realize that someone took the time to search for and select that particular card for you! That someone also wrote you a customized message rather than just an Outlook mail merge greeting message! We humans love the sense of touch and a greeting card plays on that sense very well.
In my experience, one of the best ways to reach out to people is by sending personal greeting cards. If you are a person who saves particular things, greeting cards can be found years later in a box of old memories.
As is with all things on the planet, there are bound to be critics. What the detractors have to say about greeting cards amount to one thing primarily, which is the wastage of paper. I agree that overuse is really detrimental for the environmental. Hence being prudent while using greeting cards is essential. You don’t need to send out hundreds of cards. Be real picky about whom you send cards to.
Greeting cards are amazing tools in business scenarios. If any of your team members need a confidence boost, a card could do the trick by providing them instant recognition for their work! Sending a greeting card to a customer or a prospect would surely make you stand out from the competition. In the fast paced work environment, your customer is likely to spend at least 20 seconds looking at the card. An email on the other hand would promptly be moved to his trash box within seconds. The greeting card is something that your prospect might preserve in a scrapbook or have filed for posterity.
Most of us welcome technologies that ease the chores of daily life. Nonetheless e-mail can’t replace the old-fashioned human touch. Why I strongly suggest using greeting cards for your marketing campaigns is because they have a 99% open rate. Never underestimate the power of a personalized greeting card since it can literally make the day for your customer. Also your brand will stick to the consumer’s mind space a little longer than usual.
Greeting cards can also be used to teach children about the art of writing and poetry. They can help to teach kids about the importance of giving a personal touch to whatever they do and not let technology overtake every aspect of their life.
The sustained popularity of SMS, Facebook Messenger and Whatzapp is a colossal danger to the greeting card industry. Statistics reveal that, more than billions of text messages are exchanged among mobile phone users between Christmas and New Year’s Eve. Most people these days prefer SMS forwards than taking the trouble of searching for and posting greeting cards. Also, hikes in postage rates have made SMS more financially viable. To wrap up, if you want to send a memorable message every once in a while, try out the greeting card trick. Be cognizant of the amount of paper being used and try to pick cards that are made out of recycled paper. Send out a few hand-written greeting cards to your peeps and watch the magic happen. Trust me; nothing works like a hand written personal greeting card.
Rajiv Mathew is the Head of Marketing at Compassites. He is a hands-on technology marketing & communications professional with proven expertise in multiple facets of the marketing spectrum. He is specialized in creating brand value by being a business driver, digital catalyst & legacy builder. Prior to joining Compassites he worked at ThoughtWorks Inc and Oracle. His passions include public speaking, writing and filmmaking. He holds an MBA degree from Christ College Institute of Management, Bangalore.