The difference between firms that send cards consistently and those that don't usually isn't motivation—it's a plan. Without a calendar, "we should send cards" becomes "we'll get to it next month" until December rolls around and you're scrambling.
This guide walks through building a simple 12-month greeting calendar you can actually stick to.
Step 1: Segment Your List
Not every client needs the same treatment. Start by grouping your clients into 2–3 tiers:
Don't overcomplicate this. If you only have time for two tiers, that's fine. The goal is to make decisions once, then execute all year.
Step 2: Map Touches to the Calendar
Here's a sample calendar for a firm with 3 tiers:
| Month | A-Tier | B-Tier | Prospects |
|---|---|---|---|
| January | Thank-you card | — | — |
| May | Check-in card | Thank-you card | Check-in card |
| November | Holiday card | Holiday card | Holiday card |
| Year-round* | Birthday/milestone | Birthday/milestone | — |
*Most client lists include birthdays or milestones spread throughout the year.
A-Tier clients get 4 touches. B-Tier gets 3. Prospects get 2. Adjust based on your capacity and list size.
Step 3: Decide What You'll Say
You don't need unique copy for every card. Draft 4–5 messages that work across your list:
Simple beats clever. The goal is warmth, not wit.
Step 4: Lock in the Dates
Put the mail dates on your calendar now—not "sometime in Q1." Specific dates create accountability.
Want us to manage your calendar?
With our done-for-you programs, you share your list and goals once. We handle scheduling, design, printing, handwriting, and mailing for each touch throughout the year.
