The classic SPA example is a to-do list. But, you know what? I don't like to-do lists. They make me think about all the things I have to do, many of which I don't want to do.So why don't we make a To-Don't List app? That way we can list all the things we're not going to do. Ever.

We got this email from Parabo, the print shop app, and smiled. Instead of the very standard “Please confirm subscription” header text, we were greeted with a funny, whimsical hello that’s totally in their brand voice. “We really want you to want us” is a clever way to break up the usual mundane greeting, and, guess what? It totally reaffirmed why we thought we wanted to sign up for their emails in the first place.