The e-cards started landing in my inbox last week and I have to say, there’s quite a range of quality. I love that online marketers have backed away from wasteful paper cards. But to my way of thinking, the holiday e-card should not be a throwaway project that goes to the poor souls who don’t seem busy that week. It’s a serious opportunity to highlight your company’s creativity, to “practice what you preach.”
The Email Experience Council, for example, had one of my favorites this year. And I’d expect nothing less of an organization that is all about e-mail marketing. It was fun and very viral. Rackspace had a similar idea, and I confess I spent far too long playing around at creating virtual gift baskets (still waiting for those thank-you notes, by the way). And we’re very proud of our Bulldog Holiday Album, which was designed to put faces to the names of people our clients deal with all year, as well as to showcase the incredible skills of our creative team.
In contrast, and I won’t name names here, were the poorly designed e-cards with hideous colors, poor-quality video, disastrous rendering and typos (or all of the above). The holiday e-card is a time to go big. And if you can’t go big (yet follow basic rules of quality and usability) due to resources or time constraints, then just keep it simple.
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