A recent, independent survey conducted for Hallmark Business Expressions proves sending business greeting cards strengthens relationships with customers, prospects and employees. In fact, 55% of consumers surveyed found business greetings were valuable in building and strengthening relationships.

To implement an effective business greeting card strategy, whether you are saying “Thank you for your business” or “Happy Birthday,” use the following tips to ensure your company’s goodwill gesture is received in the same spirit it is given.

1. A formal affair. Make your business greeting cards more formal than cards for family and friends. Keep messages brief and holiday cards secular unless you are certain of the recipient’s religious faith.

2. Spell-check. Take the extra step to verify how recipients’ names are spelled. Sending a card to someone whose name or company name is misspelled undermines the attempt to show you care.

3. Show respect. When addressing the envelope, always use titles, such as Mr., Mrs., Ms. or Dr. For women business associates, the standard title used in the United States is “Ms.” unless the recipient has a professional title or indicates another preference.

4. Sign in, please. Sign each card personally—even if your name is preprinted on the card. The idea is to make it personal. Continuing with that theme, it’s also smart to write a short note on the card. A simple “Thank you for your business this year, Tom!” tells the client you value the relationship. (Note: Assume the card will be displayed and read by others in the organization, so keep your message professional.)

5. Lose the labels. Hand-address your envelopes. Computer-generated labels are impersonal and make your card look like it’s part of a mass mailing.

6. First class all the way. Mailing greeting cards first class will ensure they are delivered to a forwarding address or returned if the address can’t be located. That information can help you keep your database up to date. Also, use real postage stamps so your cards avoid the appearance of a mass mailing.

7. Opt out of e-mail. An electronic greeting is a poor substitute for a real greeting card. Remember, sending a business birthday card, a thank you card or a congratulatory note is all about taking time to remember those who have helped grow your business. Don’t rush the gesture.