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One part of business that is sometimes ignored is customer retention. While gaining new customers is essential, in many businesses keeping current customers is just as important. Often it can mean the difference in the company actually surviving or sinking. The best way to keep customers is to make them feel appreciated as well as continuing to provide excellent services or products. Customer appreciation can happen in many ways, and it can range from extravagant to amazingly simple. A restaurant may offer a free dessert on a particular day or anniversary. A salon might offer a free gift such as a hair brush or nail polish to a new customer or on an existing customer's birthday. A great way to show customer appreciation annually is sending business holiday cards.

These serve a dual purpose, making them an even more worthwhile endeavor. Not only do business holiday cards show customers that they are thought of and appreciated, if designed properly they can be great promotional tools as well. There are several design aspects to consider when choosing cards to send, and though it may seem a daunting task when faced with the many options available. Keeping in mind some basic marketing principles makes the decision quite surprisingly simple.

First, remember that the card must grab the attention of not only the receiver, but anyone else who may see it. The benefit of customer retention is only one facet of sending business holiday cards. The customer who received the card may very well display the card where others can see it. Since it will probably be displayed with other cards, it needs to stand out. Next, the logo or name of the business sending it must be easily recognizable at a glance. While some may stop to read them, mostly displayed cards are glanced at by those passing by. Making sure the logo or business name is prominent and getting the card noticed are the two major ways to ensure the maximum promotional benefits are recognized.

It is important to maintain a cost benefit balance as well. Work within the budget for business holiday cards, or else the cost can quickly out weight the promotional and customer retention benefits received. These cards can be costly, so that should be considered when choosing cards to send to customers and business associates alike. If the budget is going to be exceeded, explore ways to cut costs without sacrificing the benefits.