Is holiday marketing worth it?

[Mary-Margaret Irish]

Wondering what everyone's thoughts are regarding the idea of sending emails, snailmail, gifts etc. to past client's during the holiday months?

The holidays are the biggest consumer bombardment of advertising of the year, I'm wondering:

1) does it make sense to spend money on this and what's the ROI?

2) what is the best way to cost effectively achieve these touchpoints

3) what is generally the objective of these communication touchpoints around the holidays?