2 min Read
July 26, 2012

How to Win Over Mothers with Auto-Generated Email

I’m fortunate not to have one of those mothers who forwards every email joke she receives. Which means I actually read the emails she does forward.

Let me back up a little. I’m just old enough to believe that I’m not entitled to free music. So I buy it. Plus, my sister is a professional musician, and she appears on recordings from time to time, and I rather like supporting a loved one’s career. As does my mother.

When my sister told us about a recent album becoming available, my mom and I both bought copies. 

My mom ordered hers through (I don’t remember where I bought mine.) This was what she received to let her know that her order had shipped:

Thanks for your order with CD Baby!

(2) The Ornaments: A Vince Guaraldi Christmas, Live at Middletree

Your CDs have 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 CDs and polished them to make sure they were 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 CDs 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, January 3, 2012.

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!

Sigh… We miss you already. We’ll be right here at, patiently awaiting your return.

CD Baby
The little store with the best new independent music.

That is an unaltered message.

But my mom thought the email was so hilarious that she sent it to my sister and me. Honestly, I think it’s the only email she’s ever forwarded to me.

What this demonstrates better than anything is that even your auto-responder messages are a terrific opportunity to showcase your brand, especially your personality. The CD Baby message tells me very quickly that they’re quirky (in that uniquely Portlandian way), fun, caring, and personal.

Yes. Their automatically generated emails are personal. Pretty impressive, right?

It also gave one of their audience members a warm and fuzzy feeling that she’ll take with her to her next CD purchase. They managed to genuinely connect with her.

How are you doing with your automatically generated messages? Are you missing any opportunities to connect with your audience?

Dan Gunderman

Dan Gunderman is the Former Creative Director at Big Duck

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