It’s tempting to pack every interaction you have with your customers with some kind of promotion, sale, or new product information. Don’t.

Sometimes, the communications your customers will pay attention to most have nothing to do with your stuff. Sometimes it’s better just to say hi and remind them that you’re human.

For example, before Mother’s Day, most companies send their customers reminders to buy something for their mom — coupons, sales, gift ideas, whatever. But Pinrose, a small perfume company, chose to do something different. Long before Mother’s Day, they sent this email with the subject line, “Call home and say I love you:


This email has nothing to do with perfume, but it helps Pinrose’s customers see a human side of their business. It’s a word of mouth call to action without any sale or product attached — just a simple message of appreciating your mom.

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