Customer emotion plays an important part in purchasing decisions. It triggers the decision to buy, while logical thought justifies the purchase. Emotion also dominates the customer’s loyalty to your brand. The key to generating positive emotions is making your correspondence all about the customer (instead of about your business) and making your messages as personalized as possible.
One of the best ways businesses have done this over the years is by sending greeting cards. Not every message should be a greeting card because its effect would wear off. Instead, they are occasionally sent on special occasions.
