David

The one thing I would add would be the use of content as a low cost strategy to continue adding value and building customer relationships. As an example, you mention sending newsletters as something that a lot of businesses would be doing anyway – I think the trick here is not using newsletters as a way of 'telling them about the business' but rather as a way of delivering really useful information. Information that makes them smarter, helps them make smarter buying decisions and builds a relationship.

Becky also mentions the need to understand the customer. I think content has value here as well – you can use content to become a trusted resource and answer their biggest needs. Instead of sending a basket from Amazon as a gift, how about sending a useful case study specific to their industry?