Grammarly Weekly Stats
Millions of users count on Grammarly’s AI-powered products to communicate clearly and mistake-free. To keep users engaged, Grammarly sends a weekly statistics email, recapping each customer’s product usage over the course of that week. Over time, however, interest in the email declined and open rates dropped.
Grammarly recognized untapped potential in this send and collaborated with my team to increase immediate and sustained engagement. They wanted this highly personalized experience to be relevant and meaningful to the user and encourage them to further engage with the tool. The lean company, however, couldn’t dedicate more internal resources to the project and needed the solution to be automated and nimble.
Level Up: Boosting Engagement
We adopted a gamification strategy to engage both free and premium users while remaining fun, on-brand, and educational. To incentivize repeated use of the Grammarly tool, subscribers earn various milestone badges based on their engagement and achievements. These, in turn, accrue in a virtual, personalized Trophy Case.
Whether users are encouraged for their active use of the product or urged to utilize the tool more in order to move toward the next badge, gamification provides a highly customized and compelling way to reach all of Grammarly’s audiences. Additionally, a strategic weeks-of-engagement badge cadence was established to incentivize longer-term interaction and social sharing assets were created to let users brag about their accomplishments.
Following the Rules:
Powering Personalization
We established a segmentation strategy and data rules using Grammarly’s weekly statistics housed in Salesforce Marketing Cloud. Using this data, we built a highly-dynamic and personalized email awarding users badges for their milestone activities - or letting them know how close they are to their next badge - while keeping them aware of their Productivity, Accuracy, and Vocabulary trends.
For the copy, I identified 15+ conditions based on what the user achieved that week (new badge, new record, new tone, any combination, or no new records set) so that the most important information always appeared first.
Within these permutations, I generated 8 options of subject line, preheader, and narrative intro copy. These 120+ versions ensured that, even automated, the user experience would remain fresh and on-brand.
One-to-One Achievement Unlocked
Grammarly was thrilled to be able to offer such a highly personalized, one-to-one communication to its users while streamlining send effort. Increasing user engagement through gamification of subscriber statistics was an overwhelming success on numerous fronts.
The update to the program lifted open rates by 50% and Grammarly experienced a 2x re-engagement rate for lapsed product users since launch. The added share functionality resulted in a 3x increase in social shares directly tied to the email. Our nimble use of data transformed customer engagement patterns and enhanced Grammarly’s reputation for bringing original, entertaining, and educational opportunities to its users.
