Truly loving others comes from a very deep place in the nefesh/soul. It is not only about fulfilling the mitza between you and others but also is a mitzva between you and Hashem. Loving others whether they deserve it or not, or whether they return that love or appreciate it is not the point. You are loving Hashem's creations and He appreciates you giving to them especially when its hard! No good thought, word or deed goes unnoticed! In heaven it is all being recorded. Your efforts matter! You become a more loving person and that's the point!