From: Barnes & Noble
Subject Line: Nook: The World's Most Advanced eBook Reader
Date: Friday, December 11, 2009

The real secret to a successful product is having people use it. Barnes & Noble truly understand this and use an automated message after purchase to make it easy for first time users to learn the ins and outs of their top selling holiday product, the "nook". After the receipt, this secondary transactional response focuses on how easy it is to use the product you just purchased.

Notice how this message starts with a thank you but immediately re-enforces the benefits of the product. Then, it moves right into a simple three step guide on how to get the most from your new nook (complete with a link to a short video tutorial). Rounding out the perfect activation message, Barnes & Noble include a simple yet subtle CTA to their eBookstore. I can quickly add the newest Alex Cross eBook by James Patterson to read while I sit at the airport during my Christmas break. Now, I won't mind so much if my flight is delayed for the third time cause I can just sit back and lose myself in my new nook.