I used to receive a magazine as a kid paid for by a relative as a christmas present. I never read it, and over the years forgot it was for me, because my Dad loved it, alays read it, and whenever the distant relative asked if I enjoyed it, my dad said yes. When the relative passed away the subscription lapsed, and they sent me a letter (apparently the billing letters had all gone to another address), asking why I had discontinued my subscription? They wanted to know if there was something they could do better. I was unaware that I still had the subscription, and told them it was because the relative had died. They sent me a polite letter apologizing for not realizing, and offering to renew the subscription at a cheap rate (and to send the issues I had missed. My father saw this one, and still receives the magazine.

The thing that impressed me was in the letter they asked what could they have done better, but never once tried to sell me again. It gave me the impression that thy actually cared if I came or went.