You can do all the marketing you want, but having happy customers is most important. They’re brand advocates for your company. Plus, repeat business is the most efficient and cost-effective business to get.

So how can you show customers that you care? Sometimes it’s the little things that count most. And, they’re the ones people remember.

4 Ways to Make Your Clients Feel Appreciated.

1. Send a personal note or gift. Is your client’s birthday coming up? Or did you just close a big deal? Send them a note thanking them for their business, wishing them a great day or just dropping a note to say hi. We’re constantly flooded with emails, but when someone takes time to write, they stand out. When was the last time you got something in the mail that wasn’t political or a bill?

Take it to the next level by sending a small gift. If you know your customer likes wine, send an innovative new corkscrew or wine journal. It shows that you’ve taken the time to listen and remember their interests. Even a $10 card at their favorite coffee shop lets your customers know you’re thinking of them.

2. Host an appreciation event. Did you have a great year? What better way to celebrate than with your family, friends and the customers who made it possible. Hosting an event where people can meet your inner circle allows them get to know you on a more personal level.

You don’t have to go crazy. Renting a hall, hiring a DJ and having an open bar sounds great — for big corporations. Have a simple open house at your business or host a cookout at the park. If it’s a family event, make it family friendly with games and a BBQ. If it’s an open house, poll your clients. What would they like? And listen.

3. Give your customers exclusives. I’m not talking about “member-only” sales. Have a new product being delivered that you know is going to go quick? Email your customers about it. Give them a chance to buy before you release it to the public. They’ll feel special and you’ll know for next time who’s really interested.

Sales are often a result of targeted marketing. I’m not talking about the 3 emails a day we all get from Kohl’s. Make it legit. Make it about them. Offer a free upgrade or a discount for past customers or referrals. “Refer a friend and get 20% off your next service.” They can spread the word, and you can spread the love.

4. Be genuine in all of your customer interactions. This is most important of all. You can send notes, host fancy parties and give expensive gifts, but providing great customer service with a smile trumps it all. Show people that you actually care about their experience with your product or service.

And show them the passion you have for what you do. When you’re excited about your business, it’s easier for your customer to get excited too. Anyone can tell when you’re just going through the motions. Be Progressive’s Jamie, not Jake from State Farm.

Showing customers gratitude every day is good marketing and can make you money, but it shouldn’t be the reason you do it. Give back to the people who helped you along the way. Who made you a success. Who took the time to listen, engage, and support you, when you weren’t sure everything would work out.

It’s those little things you do every day, and in the holiday season, that mean so much.