Why Greeting Cards Are a Double Win for Marketing ROI

Digital marketing is at the forefront of many businesses’ minds. But what happened to sending tangible gestures of appreciation?

A physical greeting card can cut through the noise of overflowing inboxes and endless social media feeds. The direct, personal approach strengthens relationships and builds brand loyalty. Explore why greeting cards are a double win for marketing return on investment (ROI).

The Value of Greeting Cards in Marketing

Before diving into metrics, it’s important to recognize why greeting cards are effective tools. Unlike emails that users can quickly delete or social media posts that become lost in a crowded feed, a physical card is a tangible item. It requires the recipient to interact with it.

The card cultivates a memorable experience and a strong emotional connection to your brand, something digital tools cannot accomplish. This connection is the foundation of customer loyalty and long-lasting value. A carefully-timed, personalized card can transform a transactional relationship into a relational one.

Set Clear Objectives for Your Campaign

To measure ROI effectively, you must first define what you want to achieve. Your goals will determine which metrics are most important to track.

Common Goals for Greeting Card Campaigns:

• Increase customer retention. Send thank-you cards or holiday greetings to existing customers to make them feel valued.
• Boost customer loyalty and repeat business. A simple “we appreciate you” card can encourage customers to make another purchase.
• Generate referrals. A card asking for a referral, perhaps paired with a small incentive, can turn happy customers into brand advocates.
• Reengage inactive customers. A “we miss you” card, paired with a small discount, can be a gentle yet effective way to bring back dormant customers.
• Nurture high-value leads. A personalized card can help move a promising prospect further down the sales funnel.

Key Metrics for Measuring Greeting Card ROI

After setting your objectives, you can focus on tracking the metrics to measure success.

Track Customer Retention and Churn Rate

If your goal is to improve retention, compare the churn rate of customers who received a card to those who did not. For example, identify a group of new customers and send cards to a random subset. After a set period, like six or twelve months, analyze whether the group that received cards has a higher retention rate. The difference in the lifetime value of the retained customers versus the cost of the campaign will give you a clear ROI.

Monitor Repeat Purchase Rate

To measure the impact on loyalty, track the repeat purchase rate. Send cards to a segment of your customer base and monitor their purchasing behavior over the next few months.

You can include a unique discount code in the card to make tracking direct sales easier. Calculate the total revenue generated from these repeat purchases, and subtract the campaign cost to determine your return.

Calculate Referral Generation

If you’re using cards to drive referrals, the measurement is straightforward. Track how many new customers you acquired through referrals from the group that received the campaign cards.

You can use unique referral codes or simply ask new customers how they heard about you. Compare the value of these new customers to the cost of sending the cards.

Analyze Customer Reactivation

For reengagement campaigns, the key metric is the number of inactive customers who make a purchase after receiving a card. Identify a list of customers who haven’t purchased in a specific timeframe, such as over a year. Send them a card and track how many of them return to do business with you. The revenue from these returning customers is a direct result of the greeting-card campaign.

The Formula for Calculating ROI

The basic formula for ROI is simple:

ROI = (Net Profit From Campaign / Cost of Campaign) x 100

Here’s how to apply the formula:

• Calculate the gain from the investment. This is the revenue generated from the desired action, such as repeat purchases, reactivated customers, or new referral business.
• Determine the cost of your investment. This includes the cost of the cards, printing, postage, and the time spent writing and sending them.
• Apply the formula. Subtract the cost from the gain to find your net profit, then divide that by the cost and multiply by 100 to get the ROI percentage.

For example, if you spent $500 on a greeting card campaign that generated $2,000 in revenue from repeat customers, your net profit is $1,500. Your ROI would be ($1,500 / $500) x 100 = 300%.

Long-Term Value and Brand Building

While direct financial return is important, don’t overlook the long-term, intangible benefits of greeting card marketing. Strong customer relationships, increased brand loyalty, and positive word-of-mouth are invaluable assets that contribute to sustainable growth. These elements may not appear on an initial ROI calculation, but they build the foundation for future success. A customer who feels appreciated is more likely to remain loyal for years, forgive a minor service error, and recommend your brand to others.

The Types of Cards Your Business Should Send

There are various types of cards businesses can use to connect meaningfully with customers and partners. Thanksgiving greetings for clients help celebrate shared moments and foster goodwill. Congratulations cards can acknowledge milestones or achievements of business partners, thereby strengthening professional relationships. Sympathy cards convey compassion during challenging times, showcasing genuine care.

Additionally, customized cards highlighting a new product or service are perfect for promoting offerings while maintaining a personal touch. Each type serves to build stronger, lasting connections.

Start Building Stronger Customer Relationships Today

Measuring the ROI of greeting card marketing campaigns is essential for proving their worth and refining your strategy. By setting clear goals, tracking relevant metrics, and understanding both the short-term and long-term benefits, you can confidently invest in this high-impact marketing tool.

It’s time to move beyond the digital noise and create genuine connections that drive real business results. Wall Street Greetings can help. We have a wide variety of cards to choose from, including thank-you cards, holiday greetings, and custom cards. Visit our website to find the perfect greeting card that will provide an incredible return on investment.