The most successful email I ever wrote
When you make a business, you’re making a little world where you control the laws. It doesn’t matter how things are done everywhere else. In your little world, you can make it like it should be.
When I first built CD Baby in 1998, every order resulted in an automated email that let the customer know when the CD was actually shipped. At first this note was just the normal “Your order has shipped today. Please let us know if it doesn’t arrive. Thank you for your business.”
After a few months, that felt really incongruent with my mission to make people smile. I knew I could do better. So I took twenty minutes and wrote this goofy little thing:
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, Friday, June 6th.
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!!
That one silly email, sent out with every order, has been so loved that if you search the web for “private CD Baby jet,” you’ll get thousands of results. Each one is somebody who got the email and loved it enough to post it on his website and tell all his friends.
That one goofy email created thousands of new customers.
When you’re thinking of how to make your business bigger, it’s tempting to try to think all the big thoughts and come up with world-changing massive-action plans.
But please know that it’s often the tiny details that really thrill people enough to make them tell all their friends about you.
I will wager that most people don't make a life-style habit of thinking of "people smiling" or "telling friends."
The way I avoid grade inflation when I evaluate speakers in Toastmasters (public speaking) is to tell them I won't mark a category as excellent (instead of good) unless when I go home after the meeting I would tell about it. "Telling people" helps to evaluate my own life.
My lifestyle habit is to have people feel better, not neutral, after seeing me. Not just customers. This habit has resulted in free coffees at the coffee shop, and extra service at my bank. When I filled a bank feedback form saying we need dancing girls, on my next visit the laughing branch manager came out of his office and danced.
By "habit." I mean I don't expect to get anything out of people.
Dearest Derek,
Just completed first reading of "Anything you want. This is one of the best books I read.
I have already fell in love with and your work. This book is little book is like a compass on my voyage.
I am thankful to Seth Godin and TED to make all this possible. Like a little miracle this brought back my belief in goodness.
I would be really lucky if I get a response to this email and be in regular touch with a person like you.
May God bless you with best of everything.
Ashish Shukla
from (Deep Knowledge YouTube channel)
Lovely to meet you. Sorry for interrupting the walk. Great to meet a legend. I shared your details with 2 I was meeting on the walk and we had a great chat about you.
I’ll offer free podiatry treatments when you’re in town.
Tim
The foot practice
You people ! Everyone of you knew the whole time ! And had even done stuff with her !
Huh? — Derek
Listened to your audio book many many times..!!
Love it!
Many thanks,
Rodger.
Listened to your chat with Tim recently - Simply loved your talk and all your wonderful ideas - I'll be saying Yes to everything and showing up from now on! It was the first pod cast I listened to in the car on the way to work (Otherwise it's such a waste of time) Once I managed to figure out how to use the app #notamillenial - I also checked out your page on Now/ which is brilliant - I'm working on one myself - guess I should get a website first though lol...
Isn't it amazing where we've come from (Technology wise) that we can share and grow from others across the world? (I'm in South Africa) - It boggles my mind (In a good way)
Thanks again
All the best
Tanz
Hello Derek
Please, I would like, from some songs, for youtube, I want to remove, the advertisement,
How I will do this .Thank you.
www.oud.gr
youtube-dl — Derek
Today CDBABY sends automated BS back saying "we have compiled a help center where you can get 99% of your questions answered instantly. The link to that is right here support.cdbaby.com/hc/en-us" but of course it takes you nowhere that provides any human contact whatsoever - EVERYTHING that made you the only business person at a musicians forum to get a spontaneous round of applause has been sucked dry from your former company and now it's just a huge steel wall with a giant "We've had your money now f*** off" sign hanging on it
Dear Derek,
I prefer the old layout (it's distinctively you). Perhaps I just need a while to adjust.
Lots of Love,
from a fan who is reading your blog from front to back.
While I've read and re-read your book, and made notes for myself on the most helpful and inspirational points, I just want to say that I am encouraged today by "Please know that it's often the tiny details that really thrill people enough to make them tell all their friends about you." Also, I love the mission to "make people smile" Thank you Derek for sharing your story.
Wow- that email is incredible!
As a copywriter, I love reading awesome copy, and this was no exception.
You write some fabulous stuff!
xx---
lea
ps- copy-jelly vibes :)
With the COVID19 situation we are living, the first line of your email seems to be now more relevant than ever:
"Your CD has been gently taken from our CD Baby shelves with ***sterilized contamination-free gloves*** and placed onto a satin pillow"
Derek, you were predicting the pandemic!
Ha! I hadn't thought of that. Funny. Thanks for pointing that out! — Derek
Hola, este es un mail de prueba
Great, Derek, how your simple ( indeed, not complicated) ideas create good relationships, thks a lot!
My favourite is by Ken Keyes:
"Say what you want to have,
but don't demand it!"
Enjoy life!
Cheerio
Christian, Switzerland
Big smile on my face because of this! I wish that I was as resourceful to create something so cool!!!
I would like to make money by writing an email
I love it thank you very much
Absolutely spot on! Derek
☻/ღ˚ •。*♫ ˚ ˚✰˚ ˛★* 。 ღ˛° 。*♫ ° ˚ • ★ *˚ .ღ 。
/▌*˛˚ღ ˚ Yayyyy yyyyyyyy ✰* ★
/ \ ˚. ★ *˛ ˚* ✰。♫ ˚ ˚ღ。* ˛˚♫ 。✰˚* ˚ ★ღ ˚ 。✰
It's the delightful, unexpected touches that transform a mere transaction into a memorable experience.
This seemingly small, goofy email isn't just about shipping CDs;
it's about sending customers on a journey filled with joy, laughter, and the feeling of being truly appreciated.
It's a lesson in the power of crafting a unique narrative around your brand, making it unforgettable.
Your story, shared through a fun email, ignited a ripple effect of enthusiasm and loyal customers.
It's a testament to the fact that business isn't just about products; it's about creating a world where your customers feel truly special.
Kudos to you for making 'tiny details' a big deal in your business strategy! 🚀✨
P.S. I am a founder @ digitalmarketinglight.com
and as a digital marketer, and I get the power of humour.
I give top-notch education, but I keep it super simple, so you'll understand without big fancy words.
My mission?
Helping small biz owners build their empires without any brain wrinkles. 😄🚀
Your clever and successful email reflects the culture you created within your company. It makes the customer feel special with personalized care (humanized). I love that where people tend to think of transactions over people. I appreciate your simple, profound and practical words of wisdom derived from real experience.
Hi Derek!
It's been over 20 years! I started my first CD marketing campaign with CD Baby.
I remember how you would send me emails and I felt like we actually knew each other! Proud and thankful for all you did for me 20 years ago!
jato particular CD baby nunca recebi e nem sei do que se trata
I met Derek one night at SXSW probably 1999. We made plans to rent Harley’s and tool around Austin the next day. It was a real late night so we never got it together but it was a fun idea. I haven’t thought about that for a longtime. He was a real fun character. Thank you for the story.
I ended up doing that plan at 1am on a Wednesday night in Huế Vietnam. Borrowed the motorcycle of the hotel employee and rode around until 3am. It was one of my top 10 experiences in life. — Derek
How did you win over your wife? I'm 30 years old now, but I don't have a girlfriend. Whenever I meet a girl I like, we can chat, but I can never quite connect with her on a deeper level. I know I'm missing some details, like in your article—it's the small details that touch people's hearts. How can I win over the girl I like?
Derek,
I signed up with CDBaby in 1999 ! My Two First CD's Name were under the name of 'Rich Mann'. I submitted to 3 CD's. The First one was called 'Mixed Nuts' and the 2nd one was called 'He is the Rock' under the name 'Rich Mann.' The 3rd Cd was called 'Mrs. Walter' under the name of Ricky Caldarone Someone saw that 3rd Album being Sold by Apple ! I never signed a Contract t with Apple nor have I received any Money from them ! My Law Firm asked that I check with you ! Please respond to my Question. How is this Possible as I signed with CDBaby in 1998 or 99 ?