The sales manager of the company I used to work for told me once: „the letters that we send to our clients should be personal and be signed by hand, at least. It has a value“. I struggled with the idea as writing by hand would be more time consuming, but he was right.
So I found no excuse to sit down and sign the letters we sent to our clients with the voucher they got for participating in our special promotion. I also had to make sure the CEO scheduled enough time to sign the invitations for our next event for the premium clients, or the greeting cards we used to send for anniversaries, and so on.
At a time where nobody can imagine living without digital communication, it does make a difference getting personal mail.
What my colleague told me resonated with me because if you care, if it matters, then it should be personal, and you should take the time for it.