When You Care Enough to Write the Very Best…Greeting Card Markets

Is there anyone on this planet who doesn't like getting a card in the mail? Whether it's a birthday, another occasion or just a silly "thinking of you" note, there is something special about getting the perfect card at exactly the right time in your mailbox. It beats a phone call or an email and certainly an e-card even with society's growing love affair with everything electronic. A card in the mail shows the person who sent it cares. She (most card buyers are women) took time out of her hectic schedule to not only pick out a card, but address it, put a stamp on it (not as cheap as it once was) and mail it. That's a lot of time and effort for a three-minute pay off that she won't even be there to see.

How hard is it to write text for a greeting card?

A lot harder than it looks. Each company has its own style, even its own themes. So the first thing you should do is research. Once you select a company, check out their website for their submission guidelines. Some companies will not look at text without art, while others don't want art at all. You can sometimes find an editorial calendar online that will give you an idea of what the current needs are. Holiday deadlines are typical nine months to a year ahead.

Next check out the online catalog or online shop to get an idea of what they print. If the site has a store locator, find one in your area so you can see what size the cards are, the type of paper, etc. You might also be able to tell what type of card sells and what doesn't by comparing how many are still in the racks.

When you're ready to write, make every word count. Card publishers often have word or line limits and they're very short so choose carefully. Use active verbs, descriptive nouns. If you use an adjective, make it a strong one, but keep it simple. You want your text to place an image or scene in the mind of the editor without the artwork.

Are there freelance jobs in the greeting card industry?

Well, I am writing this article, aren't I? Of course there are, but like in any freelance market, don't plan on signing on with the big companies - Hallmark, American Greetings - right off the bat. They hire both staff and contract workers to create their cards and for their own protection, they return any unsolicited creative material unopened. That is not to say you will never have an opportunity to show your work to them.

Build a portfolio of sales to smaller companies then network. Like in any other medium, editors and creative directors often move around. Learn to network with your editors and fellow card writers. And while the big companies won't accept creative materials, a well-written letter of introduction outlining your interest in the company and your experience may result in the editor requesting samples.

What kind of money can you make writing greeting cards?

Greeting card ideas will not make you rich. The smaller companies' pay ranges from $10 an idea to $50. The big companies pay $100-$200. Most want five to ten ideas at a time either on individual 3"x5" cards or one idea to one sheet of standard paper. A few want mock-ups of the card. One industry statistic says companies buy less than 5% of all ideas submitted.

Below is a list of card publishers that will accept card ideas from freelancers. I've noted the ones that ask you to email for guidelines. Click the names to go to the websites. You can find more at the Greeting Card Association. Their membership directory is free to search. WriterMarket.com also has a greeting card and gifts search category. It is a subscription service.


Amy Adele, LLC - cards, stationery, invitations, labels, stickers primarily for children but some adult products, email stephanie(at)amyadele(dot)com for guidelines.
Artists to Watch - cards for all occasions, email funfolks(at)artiststowatch(dot)com for guidelines.
Blue Mountain Arts - cards for all occasions plus assorted gift items plus a poetry contest.
Cardthartic, LLC - email Founder and Creative Director, Jodee Stevens for guidelines - jodee(at)cardthartic(dot)com
Designer Greetings - all-occasion cards, seasonal cards, invitations, cards in Spanish.
Ephemera, Inc - "visual wisecracks is what Ephemera is all about," novelty buttons, magnets and stickers.
Innovative Art - posters, prints, cards and calendars, requires submitting writers to include a form.
Kalan, LP - "an alternative greeting card and novelty gift company…the key to our product is humor.
Moonlighting Cards - variety of occasion and everyday cards.
Novo Card Publishers - everyday, seasonal, "alternative" card lines, especially likes humor.
Oatmeal Studios - humorous cards for all occasions plus 3"x4" sticky note pads.
Papyrus - greeting cards, gifts, novelties, specifically seeking humor.
P.S. Greetings, Inc - everyday and holiday cards, boxed note cards and stationery.
Recycled Paper Greeting Cards - will not accept text submissions without artwork, 100% freelance.