---
title: A great product email
description: Here's a look at a great product email from the social sharing app Buffer.
image: https://www.yell.is/hubfs/Imported_Blog_Media/4c33d-buffer2bemail.png
---

![](https://www.yell.is/hubfs/Imported_Blog_Media/4c33d-buffer2bemail.png)

I use [Buffer](https://buffer.com/) to schedule some of my social posts. (I'm special, but for other reasons: 2.4 million people also use Buffer.)

This morning Buffer dropped a tweet I made about an open Job at Heritage:

> Join Heritage as their Social Media Manager: [http://t.co/ByveAj3Vbm](http://t.co/ByveAj3Vbm)
> 
> — Nathanael Yellis (@inathanael) [May 22, 2015](https://twitter.com/inathanael/status/601742576316743680)

And then the delightful Conn Carroll RT'd me, making me basically an internet celebrity.

Buffer noticed and sent me this email:

[![](https://www.yell.is/hs-fs/hubfs/Imported_Blog_Media/4c33d-buffer2bemail.png?width=326&height=640&name=4c33d-buffer2bemail.png)](https://www.yell.is/hubfs/Imported_Blog_Media/4c33d-buffer2bemail-1.png)

 

This is a great marketing email. It has the same goal of the "why haven't you been to our site recently?!?!" whiny ones, but it's a winner because it builds on small momentum. An attaboy is a whole lot better than a Y U NO.

 

**Great product emails use small wins to build customer excitement.**

 

Plus, this gif:

[![](https://www.yell.is/hubfs/Imported_Blog_Media/048eb-unnamed.gif)](https://www.yell.is/hubfs/Imported_Blog_Media/048eb-unnamed.gif)

 

I'm curious: how can my product emails use small wins to build my customers' excitement about my product?

```json
{
  "@context" : "https://schema.org",
  "@type" : "BlogPosting",
  "author" : {
    "@type" : "Person",
    "name" : "Nathanael Yellis",
    "url" : "https://www.yell.is/blog/author/nathanael-yellis"
  },
  "dateModified" : "2019-03-30T02:32:34.827Z",
  "datePublished" : "2015-05-22T15:55:00.000Z",
  "headline" : "A great product email",
  "image" : [ "https://www.yell.is/hubfs/Imported_Blog_Media/4c33d-buffer2bemail.png" ],
  "mainEntityOfPage" : {
    "@id" : "https://www.yell.is/blog/2015/05/22/a-great-product-email",
    "@type" : "WebPage"
  },
  "publisher" : {
    "@type" : "Organization",
    "logo" : {
      "@type" : "ImageObject",
      "url" : "https://www.yell.is/hubfs/android-chrome-512x512.png"
    },
    "name" : "Nathanael Yellis"
  }
}
```