A marketing executive recently wrote to me about a challenge he was experiencing. He was having a hard time keeping up with the cards and notes he needed to send to his clients. The problem was so bad that one of his coworkers provided him the link to my website and suggested he seek help. He recognized the need for acknowledgements for special occasions, but was puzzled over when to do it, with whom it was appropriate, and what format he should use. He was also confused about when to use electronic greeting cards as opposed to the paper version.

The answer to the question about when to send cards to business associates is whenever there is an opportunity. Look for reasons to stay in touch with and in front of your clients. Notes and cards keep you connected to the people you want to do business with and are a great way to establish and maintain relationships.

Use any reasonable occasion. If you read in the newspaper or hear through the grapevine that someone has been promoted, changed jobs or received an award, you have the perfect opportunity to communicate with that person. When you see that there is a wedding in the client's family, acknowledge it. If you keep track of birthdays, send a card. Get well wishes are always appreciated, as are condolences.

Thank you notes are more than appropriate---they are mandatory. Anytime other people trouble themselves to do something for you, a verbal thank you is not sufficient.

Send notes and cards to anyone with whom you do business or anyone with whom you would like to do business. Your relationship to people and their level in an organization will determine the degree of formality of your communication.

The handwritten note beats the pre-printed cards beats the e-card every time. If you prefer sending greeting cards, add a small personal note with your signature. Electronic cards should be reserved for close business friends and people you know well since they tend to be more whimsical than professional.

Keep a supply of cards and notepaper handy. If not having what you need prevents you from sending an acknowledgment, prepare in advance. When all you have to do is reach into your desk drawer, you'll stand a better chance of doing the smart thing and staying connected with those people who matter to you and to your business.