E-Cards, 'Xmas Jammies' and the Personal Touch

A family's pajamas give firms an example of how to get their e-greetings right.

, Law Technology News


Holiday greeting cards in mailbox

One family’s Christmas card has gone viral.  The Holderness’s of North Carolina made an e-card for their loved ones, called “Xmas Jammies” where they rap the family’s 2013 accomplishments to the tune of Will Smith’s Miami.  Feats include finishing a triathalon for six year old Lola, a hip-hop class for four-year old Penn, a role in Iron Man 3 for mom Kim and dad (also a local news anchor) Penn’s vasectomy.  At the end of the video, the family announces Penn is leaving his job at the news station and starting a video company with his wife to produce similar videos—law firms may want to take note of their new company, Greenroom Communications.

Xmas Jammies, or more appropriately, #XmasJammies (the hash tag was mentioned in the movie itself) is just one example of the traditional Christmas card’s new form in the 21st Century—the e-card.  And law firms are following suit—sort of.

The website, Attorney at Work, has handily compiled a list of some of the AmLaw 100’s season’s e-greetings.  From the swirling snowflakes and blue and white motif of Arnold & Porter to Orrick’s season greetings that seem to resemble the inside of a champagne glass, none are nearly as personalized as the Holderness clan’s.  And according to marketing professional Jayne Navarre the lack of personalization could be hurting the whole idea behind the e-greetings.

“Even the [e-cards] that come from an individual’s email address … seem cold and aloof, no matter how clever the design,” she says on her blog.  Navarre suggests lawyers revert to the old-fashioned and take the time to send their clients personalized, individual and hand-written cards, as law is a relationship-based profession after all.  Though, she’s careful to add that she’s yet to see a personalized e-card and hopes someone will prove her wrong soon.  I would bet the Holderness clan is about to do so.  Good thing they just started a business.  

Attorney Marlisse Silver Sweeney is a freelance writer based in Vancouver. MarlisseSilverSweeney@gmail.com. Twitter: @MarlisseSS. LTN: @lawtechnews.

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