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A great product email

May, 22 2015 by Nathanael Yellis

I use Buffer 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:

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

Buffer noticed and sent me this email:

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

Nathanael Yellis is a solution architect at HubSpot. He started his HubSpot career as a consultant on the professional services team in 2017. Prior to that, he led a client services team for a marketing agency and worked as a non-profit marketer and technology leader in Washington, DC. He holds an MBA from the Acton School of Business, is from Maine, and lives on the North Shore of Massachusetts.