Many online businesses focus solely on acquiring new customers, neglecting their existing ones who have already chosen them. However, these loyal customers are often the cheapest and most valuable lead sources. To differentiate themselves from competitors, businesses need to create a unique brand experience that surprises and delights their customers. One effective way to achieve this is through personalized direct mail, which can be particularly effective when used in conjunction with digital marketing tools. By leveraging surprise and delight tactics, businesses like Morris 4x4 have seen significant increases in revenue and customer loyalty, often with returns of up to 18.5 times the investment. To make direct mail successful at scale, businesses should send targeted campaigns to inactive customers, provide clear offers with expiration dates, use templates for design, and integrate their direct mail app with other tools in their tech stack.