I guess my "second mile" would be my packing and shipping materials.
I have a packing slip that has my cutesy logo on it, order details, and a brief, handwritten thank-you note. I also have my logo and clip art on my shipping labels (in the margins of my USPS-printed label) to make it more fun, too.
I figure I'm not the only dork out there that orders something by mail, forgets it in the interim and then when it shows up in my mailbox it's like a present! "Wow! Look what someone sent me!"

lol
I'd
like to start tossing in a magnet or bookmark or something sewing-related with my logo/contact info on it but I haven't come up with something that would be useful enough to be hung onto, yet cheap enough to make.
My
first mile is to answer e-mails promptly and always with a "good morning"/etc., and "thanks for looking."
I personally reply to order/payment notifications. (Usually it's a Re: to their PayPal payment with a thank-you and a note about I'll be shipping yet today/tomorrow morning/first thing Monday morning). I have a small enough sales volume (a
busy day is 2 dozen orders) to be able to do this though. But business will have to go
way up before I consider using one of those automated programs for my payment receipt notifications.
And, I ship quickly. Usually within 1 business day, or less.