An automated email that you don't mind receiving

I've just ordered some new business cards from moo.com and as always, its a joy to use such a well-designed and thoughtful interface.

There's too many things about this website that I love to list here, but the thing that really struck me this time was in the automated emails. The confirmation email you get when you place an order begins with:

Hello

I'm Little MOO - the bit of software that will be managing your order with us. It will shortly be sent to Big MOO, our print machine who will print it for you in the next few days. I'll let you know when it's done and on its way to you.

Which is quite nice because it makes it clear its an automated message in a relaxed and humorous way. The email I got the next day to confirm dispatch begins with:

Hello

it's Little MOO again. I thought you'd like to know, the following items from your order are now in the mail:

Which I had to read a few times to realise what was striking about it. It seems really simple, the system knows it has already sent an email to the user, so acknowledges the fact in the follow-up. Giving a conversational aspect to the machine-generated content makes a difference. That's one of the reasons I keep going back to them - these little things really matter. Excellent stuff.

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