Grammarly’s re-engagement emails
[ReallyGoodUX + Keen: This review was written in partnership with Keen.io, who are on a mission to prove that metrics can be part of great UX, too!]
Grammarly is a free grammar checking service that allows people to edit just about anything, online or offline. Through its web app, OS X Desktop app, and Chrome extension, users can edit important memos, personal emails, college essays, and more with quick, in-line suggestions for spelling errors, punctuation, and word choice.
Many users rarely visit Grammarly’s core app after signup because they don’t have to—the product is integrated into other tools, like their Chrome extension. To keep people engaged, Grammarly takes an omnichannel approach to UX and extends their product experience to their email communications.
Why this is really good UX:
- Grammarly does a great job of matching the look and feel from their app UI to their email UI—which means less cognitive load for users.
- The metrics they show are simple and intuitive. Benchmark data helps people understand how they compare to other Grammarly users.
- The style of email gamifies the user experience and adds motivation by challenging users to improve their writing through Grammarly.
Why this really good UX matters:
It’s important for Grammarly to consistently demonstrate value, since their paid version an expensive alternative compared to free spell checks that are already available within everyday applications.
Their personalized re-engagement emails don’t just add another touchpoint—they add value to the user experience and help people visualize how their productivity, accuracy, and vocabulary has improved by using the product.
All in all, exceptional job, Grammarly!
