Most brands send dry, robotic order updates:
“Order confirmed. You’ll receive it in 3–5 days.”
But great brands go beyond logistics, they prime the customer emotionally.
They don’t just tell you what’s coming. They tell you how it will feel when it arrives.
Why it works:
- Builds anticipation and excitement
- Creates an emotional connection from the start
- Reinforces brand personality while reducing buyer’s remorse
Real Example: Bloom & Wild
Bloom & Wild, the flower delivery brand, is known for infusing emotion into every step of the journey.
When you place an order, the confirmation email doesn’t just say:
“Your flowers will arrive soon.”
Instead, it reads:
“Get ready to make someone’s day. Your flowers are en route and will be blooming beautifully soon.”
And when you’re the recipient, the message often says:
“A little joy is making its way to you.”
It turns a delivery into a moment of joy, something you look forward to emotionally, not just logistically.
You Can Steal This Copy:
Email headline:
The countdown to your new favorite thing starts now!
Supporting copy:
Your order’s confirmed, and we’re just as excited as you are.
This might just become your new favorite part of the day.
We’ll keep you updated, but in the meantime, start dreaming.
Pro Tip:
Think of your product as a feeling. Now describe that feeling in your email. Logistics are forgettable. Emotions are not.
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