I just searched the inbox of a rarely-used email address in the hope (faint though it was) that I might find an email from CD Baby. I found it:
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 packing specialist from Japan lit a 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, Wednesday, October 24th.
I hope you had a wonderful time shopping at CD Baby. We sure did. Your picture is 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!
Derek Sivers, president, CD Baby
the little store with the best new independent music
Notice the date. October 24. That's October 24, 2007.
How often does a company send a "your product has shipped" email that customers remember? For five years? And what made me remember this one? It warmed my heart...it felt personal...it made me laugh. It made me want to teach my very own cd baby to laugh, to love, and to write well.
A perfect blend of information, humor, and quirkiness made such an impression that I have referenced this email in conversations and in classes for over five years. I've been providing free marketing for an innovative small business.