The b direct logo Hive

Mailbox Monday


If you're like the Bs, you probably get more mail (like A LOT more mail) in your email mailbox than in the one on your porch, in your lobby, or out by the curb.

The other day, we received an email from an online retailer that wasn't just good — it was delightful.

The email was simply confirming an order and providing tracking information. So, in that sense, it was pretty typical. The copy, however, was anything but. It did a great job of building brand while it took care of business. And it was passed along multiple times, which may mean more business for this Better World Books, a very smart and funny marketer, in the future.

Take a look ...

From: Better World Books
To: (NAME)
Sent: Wednesday, April 14, 2021, 11:41:58 AM EDT
Subject: Your Better World Books Order Has Shipped!

Hello (NAME),

(Your book(s) asked to write you a personal note - it seemed unusual, but who are we to say no?)

Holy canasta! It's me... it's me! I can't believe it is actually me! You could have picked any of over 2 million books but you picked me! I've got to get packed! How is the weather where you live? Will I need a dust jacket? I can't believe I'm leaving Mishawaka, Indiana already - the friendly people, the Hummer plant, the Linebacker Lounge - so many memories. I don't have much time to say goodbye to everyone, but it's time to see the world!

I can't wait to meet you! You sound like such a well read person. Although, I have to say, it sure has taken you a while! I don't mean to sound ungrateful, but how would you like to spend five months sandwiched between Jane Eyre (drama queen) and Fundamentals of Thermodynamics (pyromaniac)? At least Jane was an upgrade from that stupid book on brewing beer. How many times did the ol' brewmaster have one too many and topple off our shelf at 2am?

I know the trip to meet you will be long and fraught with peril, but after the close calls I've had, I'm ready for anything (besides, some of my best friends are suspense novels). Just five months ago, I thought I was a goner. My owner was moving and couldn't take me with her. I was sure I was landfill until I ended up in a Better World Books book drive bin. Thanks to your socially conscious book shopping, I've found a new home. Even better, your book buying dollars are helping kids read from Brazil to Botswana.

But hey, enough about me, I've been asked to brief you on a few things:

We sent your order to the following address:


We provide quick shipping service to all our customers. You chose Standard shipping. It should arrive in 5 to 9 business days.

The tracking reference number is XXXXXXXXXXXXXXXXX; you can track your order here.

You can view your order details (including multiple shipments and tracking where applicable) here.

If you have any questions or concerns, please contact my friends at Customer Care by submitting a ticket. If you could please include your order number (XXXXXXXXXX) that would be very helpful.

Eagerly awaiting our meeting.

And, finally, it was signed by the title of the book that had been ordered.

In case, you hadn't already guessed, we (eagerly) give this email a thumbs up!


When I Grow Up
Better To Gift Than To Receive

For creative marketing that really works, it’s time for B Direct.

Contact Form Popup

© 2020 B Direct Marketing Communications – All rights reserved.