email marketing / A Spotlight on Drip Email Campaigns: Grammarly

 

An Introduction to Grammarly

Grammarly is an online grammar checking tool used by countless students and writers to check their content for spelling mistakes, clarity, and consistency. It can also detect plagiarism and offers alternative word choices to improve the quality of your work.

As marketers, having proper grammar may not directly increase conversions on your landing pages, but having poor grammar and low-quality writing can certainly hurt your conversion rate.

A study by Global Lingo revealed 59% of people would not use a company that had obvious grammatical errors and spelling mistakes on its website or marketing materials.

Grammarly is a tool that gives autonomy to the small business owner and saves them money in the long run. If you can’t afford a proofreader – or would prefer to remain self-sufficient – Grammarly makes for a great addition to anyone’s toolbox.

Download now is free

[tweetthis]Using email campaigns to drive people to landing pages is a strong strategy to generate sales.[/tweetthis]

Defining Moments

Grammarly was founded in 2009 by Alex Shevchenko and Max Lytvyn and has grown to one of the most renowned proofreading services in the writing world. They reached number 55 of the Deloitte’s Technology Fastest 500, fastest growing businesses in North America in 2014, and are still growing rapidly.

The company switched to a freemium model in 2015. Drew Price, Head of Product Marketing for the company said, “the company is focused on providing a sticky and powerful free version while making users aware of the expanded functionality available through Premium.” This is reflected in their email marketing by using carefully selected statistics and adding value where they can without trying to shove their paid product in users’ faces.

The company takes exactly the right approach to email marketing – not trying to go for the quick sell before forming lasting connections with users. This is summed up in Drew’s advice to other marketers, “think long-term. Think of creating an optimal relationship.”

Drip Campaign Email Examples

Nurture Campaign

Nurture campaigns are the most important drip campaigns you can run when it comes to the success of your business. Theses campaigns take potential leads and guide them towards parting with their cash and buying your product.

Every nurture campaign will be slightly different depending on your business model. Grammarly offers a free text editor which you can download, a browser extension and a premium service. If users only download the free text editor, Grammarly’s first goal is to get them to download their browser extension and then they move onto nurturing their paid premium service.

Let’s look at some of the emails from one of Grammarly’s nurture campaigns.

Welcome Email

Welcome emails are the most important email in your nurture campaign and maybe your entire email strategy. They are your first point of contact with potential customers, and first impressions are crucial.

As Entrepreneur eloquently put it, “opportunity knocks once in an inbox.” In a report by Return Path, their open rate was found to be 42% higher than other promotional emails. Make this exposure count!