Your customers are central to your success, and when they feel valued and taken care of, they’re much more likely to remain loyal to your business. Studies have shown that it costs up to 7 times more to acquire a new customer than retaining an existing one, so it’s important for small businesses to devote time to customer retention efforts. In honor of Valentine’s Day, here are five “sweet” ways to show your top customers just how much you appreciate them.

1. Mail a Personal, Handwritten Letter

Nothing compares to the power of paper in this digital era. While most communication lies in our inboxes, taking the time to personally handwrite a thank you letter and mail it to your loyal customers shows them they are at the heart of your business. You can even go a step further and attach a coupon for a future purchase or provide something else of value, like free educational tips in your specific area of expertise.

2. Give a Thoughtful Gift (No Strings Attached!)

Give your top customers a thank you gift they will never forget, such as a branded bottle of wine. Buy a few bottles of wine and have a professional printing business create custom wine labels with your brand’s logo and a heart-felt message on it. This could also be a great way to celebrate the anniversaries of customers who have been with your business for one, five or 10 years – or whatever milestone(s) make sense for your business. Whatever you decide to do, make sure you’re purely gifting your customers and not asking for anything in return!

3. Cover a Bill

Loyal customers are hard to come by, so why not cover the cost of one of their bills to show them how much you appreciate their business? They have invested a lot in your business, so show them you are invested in them. Like any successful relationship (business or personal), the love has to go both ways.

4. Highlight Special Customers

Spotlight your best customers in a post on your Facebook business page or in a blog post on your website and publicly thank them for their loyalty and patronage.

5. Go Above and Beyond

Your business might not offer free local delivery, but your product hand-delivered to a customer’s office sure shows them how much you appreciate them and their business.

This list captures a handful of ways to show your customers you appreciate them, but there are a million other ways you can thank them. Get creative! You know your customers best. Just remember, even the smallest gesture can go a long way.