Many on-line businesses send out messages to keep you informed about the progress of your order or the time and date of shipping your goods. Such messages are, of course, computer generated and they often look that way – poorly laid out in dull prose. Some businesses try to distinguish themselves by dressing them up. The printing company MOO, for example, creates its messages in the first person, written ostensibly by “Little MOO, the print robot.” The e-mail marketing service MailChimp uses a cartoon simian and lots of banana jokes – no surprise there.
I noticed a different approach when I received a message from Warby Parker telling me that they had shipped the glasses I ordered. Together with a summary of my order, they e-mailed me the tracking number of the shipment. The attention-getting subject line of the message: “Let the obsessive package tracking begin.”