When he started CD Baby, every customer got a standard email, "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, Saturday, July 28th.
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
This one silly email, sent out with every order, has been so loved that if you search Google for "private CD Baby jet," you'll get almost twenty thousand results. Each one is somebody who got the email and loved it enough to post it on his website and tell all his friends."