I got my Starbucks card back in 2001. Emily was about 3 years old. It was our routine to drop Laini off at Kindergarten, then go to Starbucks to kill the time before I had to drive her to preschool. Emily would have a kid’s milk, I’d have a coffee and we’d split a bagel for breakfast. I got the card so I didn’t have to worry about whether or not I had the cash in my purse.

That was 6 years ago and I still have that same card. I use it regularly, but not nearly as much as I did those first few years.

The other day I received a padded envelope in the mail. Inside was Starbucks’ Low Stars CD (still has $14.95 price sticker on back) and this card:

SURPRISE-AND THANK YOU

You’re truly one of our most loyal customers, and we just wanted to make sure you knew how much we appreciate your passion and support for Starbucks.

And because nothing says “Thank you” like a gift, we’re including one here just for you–a specially selected CD from Starbucks Entertainment.

The card goes on to say nice things about Starbucks music. It’s signed “Your friends at Starbucks.”

No coupon asking me to make a purchase. No hard sell. Just a $15 value gift and a note trying to get me to think good thoughts about their music selection next time I’m in a store. Nice.