The Most Epic Email of All Time: How Derek Sivers’ CD Baby Email Inspired My Marketing Approach

Why Handmade Sellers Should Emulate the Power of Playful, Engaging Copy

In 2008, Derek Sivers sent what would become one of the most legendary emails in marketing history. It was a simple order confirmation from his company, CD Baby, yet it turned into a viral sensation. His email didn’t just confirm an order—it gave customers an experience, and it’s still talked about in marketing circles today. This email inspired my own fascination with marketing and copywriting, and I’ve emulated its playful, engaging tone across multiple brands over the years.

But how does this legendary email apply to handmade sellers? Let’s break it down and explore how you can use similar strategies to create unforgettable experiences for your customers.

The CD Baby Email That Made History

Here’s a snippet of Derek Sivers’ famous email:

"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." It continues with more over-the-top, whimsical descriptions of how your order is being handled, turning a mundane order confirmation into an unforgettable moment of delight. The result? Customers loved it. They shared the email with friends, posted it online, and laughed out loud. CD Baby’s customer experience wasn’t just about buying music—it was about making customers feel special and appreciated in a uniquely fun way.

Why This Email Works: The Power of Playful Copy

Derek Sivers’ email worked for a few key reasons:

1. It Was Unexpected: Most order confirmation emails are dull and formulaic. This one caught customers off-guard, in the best way possible.

2. It Created a Connection: By using humor and imagination, Sivers made customers feel like they were part of something fun and personal, rather than just being another sale.

3. It Was Memorable: People shared the email because it stood out. It was different, engaging, and it made them smile.
   

The Stats Behind the CD Baby Email’s Success

Sivers’ email was so effective that it led to massive customer engagement. According to Sivers, this single email resulted in thousands of people forwarding it to friends and posting it online. It became a viral marketing sensation at a time when going viral was much harder than it is today. The email’s reach extended far beyond its original audience, bringing in more brand awareness and sales for CD Baby than any traditional marketing campaign could have achieved.

How This Applies to Handmade Sellers

So, what can handmade sellers learn from Derek Sivers’ CD Baby email? As a handmade business owner, you have a unique opportunity to create personal, meaningful connections with your customers. One of the most powerful ways to do that is through your messaging, and this email shows just how impactful playful, human-centered copy can be. Here’s how you can apply this approach to your own handmade business:

1. Make Every Customer Experience Memorable

As a handmade seller, your product is already special because it’s crafted with care and intention. But what if you extended that attention to detail into every aspect of your customer’s experience, including your emails? Instead of sending generic, transactional emails, why not inject some personality and fun?

Example: When a customer orders a product from you, send an email that gives them a behind-the-scenes look at how their item is being crafted, packed, or prepared. You could say, “Your hand-poured candle is being lovingly prepared by our team of artisan candle-makers. We’re so excited to send it your way that we’ve declared today a mini holiday in its honor!”

2. Use Playful, Engaging Copy

Humor, playfulness, and creativity are incredibly effective tools for building customer loyalty. They make your brand feel human and relatable, which is key for handmade businesses that thrive on personal connection. By adding a playful tone to your emails, product descriptions, or social media posts, you create a brand voice that stands out and encourages engagement.

Example: If you make handmade soap, your email could say something like, “We’ve whisked your soap from the drying racks, wrapped it in a cozy blanket of eco-friendly packaging, and whispered sweet nothings to it before sending it on its way.”

3. Create Shareable Moments

Just like Sivers’ email, you can create moments that your customers will want to share with others. Whether it’s a funny line in your email or an unexpected freebie tucked into their order, these small moments of delight can turn your customers into brand advocates who spread the word for you.

Real-World Example from Me: Inspired by Derek Sivers, I’ve used versions of his famous email across multiple brands to this day. For example, when customers order products from my brand Wicked Good, I send a whimsical email that describes how their order is being packed with love and care, complete with references to “saging the warehouse to get rid of any bad juju.” It’s fun, it’s lighthearted, and it consistently gets positive responses from customers. I’ve even had customers reply back to say how much they loved the email—proof that this approach works.

4. Focus on Building Relationships, Not Just Sales

One of the key lessons from Derek Sivers’ email is that marketing doesn’t always have to be about making a hard sell. Sometimes, it’s just about building a relationship with your customers. By focusing on creating a positive, memorable experience, you’re more likely to keep customers coming back for more.

As handmade sellers, we have the advantage of offering products that are unique and personal. Your messaging should reflect that same sense of care and individuality. When your emails and interactions feel genuine and human, customers will connect with you—and your brand—in a deeper way. Derek Sivers’ famous CD Baby email has been referenced and shared thousands of times across the internet, and it's widely considered one of the most memorable customer emails in marketing history. While there isn’t an exact number on how many times it's been searched, the email has been mentioned in countless blog posts, marketing courses, and even in Sivers’ own books.

You can find a copy of the original email directly on Derek Sivers’ blog, where he shares the full story behind the email and how it came to be.

Additionally, if you want more insights or context, you can read his book "*Anything You Want*" where he discusses his journey with CD Baby and the creation of this email in more detail.

Conclusion

Derek Sivers’ CD Baby email is proof that even the smallest moments in your customer’s journey can make a big impact. By using playful, engaging copy that surprises and delights, you can create memorable experiences that build customer loyalty and drive sales. For handmade sellers, the takeaway is simple: Don’t be afraid to have fun with your messaging. Your customers will thank you for it—and they just might share your email with the world.

Question: How can you add a playful, engaging twist to your emails and communication to make your handmade brand unforgettable?