Sunday Shout-Out: Grammarly Insights Email
Tags: Email Marketing, Spotify, Grammarly, Gamification, Email Productivity

Photo by Erik Mclean on Unsplash

Two weeks ago, Spotify launched 2020 Wrapped, and social media lit up with people sharing their top songs, artists, genres etc. Besides being a great way to delight its consumers, this is also one of the brand’s best marketing moves. Millions of people shared their “report card” with the Spotify logo at the bottom, generating millions of organic impressions for the brand. Genius. It’s not the first time when Spotify took insights and turned them into advertisements for the brand. Spotify knows how to delight its users by gamifying the experience. Wrapped 2020 found a way to reward users for their listening habits by assigning them with different badges. Who doesn’t like being called a “Pioneer” for their taste in music? Finally, it also had a social component that enabled users to share their personalized Wrapped cards on social media platforms like Instagram and Snapchat. Brilliant!

Spotify Wrapped 2020

Spotify’s Wrapped reminded me of another successful subscription service that takes user insights and turns them it a similar gamified experience- Grammarly. I have been a loyal user of Grammarly’s premium service since the beginning of summer 2020. One of the things I love about Grammarly is their weekly progress email that I receive every Monday. In my opinion, the progress report email provides not only crucial insights that help me become a better writer but also includes motivational nuggets that help me feel proud of my work.

At the very top of the email, it gives me a quick summary of my performance in a very positive tone. This summary changes every week, so it’s a generic great job message that is meaningless. Second, just below, you find your writing streak number. This particular call-out reminds me of a typical gaming app that rewards you with points or coins for coming back to them regularly. You don’t want to lose your streak.

Grammarly Weekly Insights Email

As you scroll down the email, you will find more motivational insights to make you feel proud of your achievements. While going through these statistics, I feel very competitive because it’s benchmarking me to the rest of the audience on the platform. I want to make sure that I write more or use unique words to rank in the top percentile every week. As a result, I keep coming back to the service every single week to improve my score. I am not saying everyone needs to feel competitive and drop off essential tasks to improve their writing score. However, it does feel good to witness a progress report card every week. You don’t get to the critical metrics until the end of the email, including your tone, top mistakes, and spelling adversaries. In the top section, you only find vanity metrics that make you feel good about your effort. Metrics in the bottom section truly add value to help you become a better writer.

Grammarly Weekly Insights Email

So, shout-out to the Grammarly team for coming up with this weekly report card with both useful and feel-good metrics to help users track their progress. I think more companies can use data to build and share unique insights with their users. Everyone can use small wins and motivation on their path to becoming a better version of themselves.