When a startup you love becomes your customer

When I see them on our signup dashboard, I typically reach out to them individually, telling them that we use their service/love their restaurant/whatever, and offer to personally ensure they have a great experience. Our product is one that many try, but few "buy" even though it's free and almost always a good financial decision.

These personal emails have been very useful, in getting feedback about our service, helping convert customers, and creating relationships with other companies we love.