Apple knows how to speak to its tech-savvy customers and calm anxious consumers at the same time. The brand sends this transactional email to Apple subscribers that recently ordered a new iPhone. The email puts customers concerns to rest about their order letting them know the device is on its way. What’s more, Apple uses the email to remind consumers about its customer service to help with any set-up glitches. The email is welcoming and can go far to keep Apple customers coming back time and time again.