During a recent conference, a brand has shared that sometimes they prefer to send an email to just make their customers smile. The purpose of the email message is not just driving sales or introducing new products but instead, the entire goal of the message is to entertain the recipient. This is now the introduction of a new metric: click-to-smile. It is fully accepted that email is recognized as an amazing channel in order to drive revenue and site traffic as well as page views and so on, and one can argue that sending a message without an intent of driving conversion or a sale. But consumers of today may not be always ready to purchase and in today’s customer-centric world of marketing, being on top of mid is not a bad thing. Email too is an amazing relationship channel. It still remains as one of the few channels that recipients actually request in receiving communications, promotions and offers from. But does it mean it should always be in this state? Like from any relationship, variety is a spice of life. Frawley went on to conclude that, “emotional connection is far more important than logical cognitions (such as price, convenience, service or selection) in explaining a customer’s commitment to a particular brand.” Yet inside many email communications we are consistently appealing to those cognitions with little attention paid to the emotional connection. While this new metric cannot be a true calculation that can be made, it is certain that marketers and brands will continue to strive to deliver this metric. An experience, an interaction or a kind gesture, a piece of content contained in an email message with the intent of putting a smile on the recipient’s face can indeed go a long way. Because according to Frawley, “simply put, happy customers are eager to interact and more willing to spend money with their favorite brands.”