Grammarly Business Customer Lifecycle & Acquisition
In 2017, Grammarly introduced Grammarly Business – a team-focused solution offering all Grammarly Premium features plus centralized administration, billing, and performance insights. To promote awareness, increase sign-ups, and retain existing users, Grammarly sought my help to build a strategic email acquisition and lifecycle program driven by thoughtful copy and engaging creative.
Business as (Un)usual:
Thinking Differently
Although Grammarly was already well-known among individual subscribers, many users were unaware of the tool’s new organizational capabilities. Transitioning from a personal subscription mindset to a team-focused product required concise, yet impactful, messaging.
Many existing Premium users and curious Freemium subscribers weren’t aware Grammarly had an enterprise-level product. The copy had to position Grammarly Business as an easy, natural extension of what users already loved—emphasizing collaborative perks and a cost-saving opportunity—without losing the personable warmth that makes Grammarly so popular.
Conversion Conversations:
Best Practices & Gentle Nudges
I wove Grammarly’s approachable brand voice into every email—from subtle upsell banners in existing weekly statistics emails to dedicated “Forward to a Boss” messages. I leaned into customer acquisition best practices including warm, direct headlines and clear CTAs. Nudging users with a dedicated “You’re Almost There!” communication increased conversion through encouragement and reassuring language.
Seamlessly Scaling Success
The new email program lifted engagement and conversions. Existing users felt valued by personalized messages that acknowledged their Premium subscription, and Freemium subscribers were drawn in by the clear depiction of team-specific benefits. All communications helped bolster Grammarly’s helpful, thoughtful brand identity.
By focusing on ease of adoption and cost-effectiveness, the creative journey successfully positioned Grammarly Business as a seamless upgrade for teams of any size.