Order confirmation emails are boring. And the reason is simple: order confirmation emails are generated after the customer has given up their credit card info. So why bother making it cool or interesting? That’s what the retailer is thinking, anyway.
But that isn’t how CDbaby.com thinks. Here is their order confirmation email:
Thanks for your order with CD Baby!
Your CD has been gently taken from our CD Baby shelves with sterilized contamination-free gloves and placed onto a satin pillow. A team of 50 employees inspected your CD and polished it to make sure it was in the best possible condition before mailing. Our world-renowned packing specialist lit a local artisan candle and a hush fell over the crowd as he put your CD into the finest gold-lined box that money can buy. We all had a wonderful celebration afterwards and the whole party marched down the street to the post office where the entire town of Portland waved “Bon Voyage!” to your package, on its way to you, in our private CD Baby jet on this day.
We hope you had a wonderful time shopping at CD Baby. In commemoration, we have placed your picture on our wall as “Customer of the Year.” We’re all exhausted but can’t wait for you to come back to CDBABY.COM!!
Thank you, thank you, thank you!
We miss you already. We’ll be right here at www.cdbaby.com patiently awaiting your return.
Was the product you received defective or damaged? Check out our Return Policy.
All your friends at CD Baby
Sell your music on CD Baby and in stores worldwide
Lesson: Show your personality every chance you get.
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This is just one of many examples (some obvious, and some not-so-obvious) of how we use buyer psychology to take visitors to your site from “I’m interested” to “That’s it, I’m pulling the trigger”. We use established principles of behavioral economics to influence. Marketers try and get results by dialing up the marketing volume. We show you how to zig when everyone is zagging.