I'm a relatively new user of Mint.com's online money management software and have been thoroughly impressed with the tool's ability to give me both 'at a glance' and detailed views of where my money is going.  Uber easy.

Beyond the tool itself, there's plenty more to admire about this company.  They've done a great job at brand development, leading with the tagline "Refreshing Money Management."  It's not just a tagline: it's a philosophy that's built into the product itself - one of the measures of what makes a great brand to begin with.

It's in the use of the product that the relationship with the brand truly starts to develop.  I get a nice summary each week that shows me where the money went.  Upon logging in, I can categorize and track expenses, set budgets, and Mint presents money saving strategies that can make a real difference. 

But what really got my attention was an email I received a few days ago that reminded me of a question I was asked by a prospective client recently who is developing a new software product:  "How can we make sure that existing customers renew?"  One of my answers was to suggest that the company surround customers in an experience they cannot get elsewhere and find every opportunity to deliver value.  Here's where Mint.com really gets it right.

Click the thumbnail to see the email I received.  With a subject line of "Your money misses you," who wouldn't open it?  Instead of sending me a boring email marketing reminder that I haven't logged in recently, Mint.com took an opportunity to extend the "Refreshing Money Management" tagline even further.  With just a little more effort, Mint.com made boring 'please come back' email communciations, well, refreshing.

The email was a delight to read and yes, it got me to come back and use the tool again.  They're developing a relationship with me, not allowing my use of the tool to go stagnant, and working hard to make sure I continue to experience the brand's value that got my attention in the first place.  This is how you get existing customers, subscribers, readers, followers, congregation members, employees, channel partners, members of your professional and personal networks, and anyone else that matters to renew their contracts and relationships with you.  It's a great marketing strategy for small businesses and large enterprises alike.

I have a feeling that these guys are going to have me for a long time.