How often you come across an e-mail campaign from a government body thanking you for contribution towards Nation Building? Though getting congratulations/appreciation mail has been a norm when it comes to your typical online businesses or from loyalty programs of a private player, no one expects a government body to use this in their e-mail marketing.
So, when I got an e-mail which was all about govt. thanking me for my contribution towards nation building, I felt honored and privileged at the same time. This for me is one good move towards encouraging retention. And yes, timing couldn't have been better considering today is India's Republic Day!