This is the first holiday season in which my tally of eCards exceeds the number of physical holiday cards.
I have to admit that I am deeply conflicted about the merits of eCards. I recognize that they are more ecologically responsible than their physical counterparts - they do not require any trees to be cut down and they generate minimal carbon emissions in their production and delivery. I also recognize that they provide the same function of expressing seasonal greetings, and offer the same opportunity for personalization (if desired). So the Vulcan in me considers them a sensible replacement for physical holiday cards.
But the Earthling in me regards eCards as a debased currency. Yes, an eCard fulfills the same function as a physical card but it fails to match the meaning of a physical card that has been personally inscribed. I know that the marginal cost of an eCard is effectively zero because it consists of no more than checking an additional box in an email list. Including me on your eCard list requires little thought, minimal effort and zero cost.
By contrast, the marginal cost of a physical holiday card is the about the same as the average cost – and that cost is relatively high. I am acutely conscious of the effort that it takes to include me in your physical holiday card mailing. I recognize that there is the financial cost of the card and the postage, plus the investment of your time in writing my name and signing yours. And I appreciate that you put yourself to this expense and effort on my behalf. It tells me that you truly are thinking of me this holiday season.
For that reason, physical holiday cards still have a place in my world. I send them because it is my way of telling clients, colleagues, acquaintances and friends that I am thinking of them this holiday season and that I want them to know that my life has been enriched by their presence in it over the past year. I am happy to put in the extra effort of addressing each card personally and to endure the inconvenience of visiting the post office because I know that each recipient understands that this is what is involved in sending them a personalized, physical holiday card.
An eCard may replicate the function of a physical card (and is clearly superior from a “green” perspective) but it fails to match the meaning of a physical card.
A Happy New Year to the Vulcan and Earthling in us all!
