It may only be September, but it’s the perfect time to start thinking about (and placing an order for) the holiday cards you will send to customers this holiday season.

But should you even send a holiday card?

After all, we live in a digital world where email and social media are our predominant ways to engage and connect with customers. That’s precisely why you should send a paper card. A well-designed card adds a personal touch to what can often be impersonal business models and it shows customers and clients that you care enough about them to make the effort. Cards offer you a way to say “thank you” to customers for doing business with you this year.

Sending a card is a small act of kindness that clients will remember.

However, sending greeting cards has other business benefits too. They enable you to keep in touch with clients and put your brand in front them during a time when customers are doing holiday shopping, making final budgeting decisions for the next year and researching services. It can be a great time to capture end-of-year business, and your beautifully designed and thoughtful card could be just the thing to drive that business to you.

6 rules for sending cards to client

Just know it isn’t always the thought that counts. You always want to make the best possible impression, so even when it comes to something as simple as holiday cards, you should follow some rules and etiquette.

1. Go with a professional designer. Can you buy cards off-the-shelf? Sure. But a custom card is more professional and leaves the impression with clients that the business is doing well.
2. Keep the focus on the meaning behind your gesture. Yes, you should include your logo, but keep it small and tasteful. Avoid sales pitches, coupons and promotions. A good designer can integrate your logo seamlessly.
3. Avoid religious messaging—unless it is part of your brand. Remember the world is full of religions and beliefs, and you don’t want to alienate any of your customers. Stick to something more neutral, such as “Happy Holidays” or “Seasons Greetings.”
4. Double-check everything. Make sure that all the spellings and addresses are correct. You don’t want to waste money on cards that get “Returned to Sender.” Even worse, you don’t want to cancel out your gesture by getting a client’s name wrong.
5. Handwrite a message. A one-line salutation and a signature is all it takes to make a card more memorable and meaningful.
6. Start now. You will want to make sure the cards are in the mail no later than December 15. You will need time to create your list and confirm its accuracy. Plus, if you work with a designer, you will need a couple weeks to work on the design and approve final prints. Then you will need to have it printed and mailed. Leave yourself plenty of time and get started now.