“Email marketing can help you win customers only if your emails are sent to right audience with valuable content at the right time.”
– Anonymous
At Concurate, every week, one of the team members presents an insightful session around a business subject. Last week it was my turn, I wondered what should I pick up.
Looking at our clients, most of them are SAAS companies that have developed software to benefit IP professionals. Then I thought – Is there a SAAS tool that I use? …. I do! I use Grammarly for leveling up my communication. (After all, I am a copywriter and content strategist)
Combining these two thoughts, I decided to pick up Grammarly’s marketing case study.
From an interview of the head of growth and marketing at Grammarly, I understood that 3 pillars for Grammarly’s marketing success are:
- Content Marketing
- Affiliate Marketing
- Email Marketing
Then with a teardown by Email Mastery, I learned a great deal about their email marketing and shared it with my team.
If you want to explore more about effective content strategies, check out how top SaaS companies nail content marketing.
Our session’s “uncut” recording is available here as a YouTube video. However, for your power-packed learning, I am sharing the key takeaways here.
Takeaway #1 – What People Actually Buy
First learning complies well with Professor Clay Christensen’s “Job To Be Done” theory.
As a business owner, you need to understand what is the “job” that your customer is trying to get done with the “product/service” you are offering.
People don’t use Grammarly just to check spellings or Grammar. Suggestions by Grammarly make your communication impactful helping you uplift your personal brand.
Speaking of making the right decisions, here’s how wrong business decisions can cost you more money.
Takeaway #2 – Trust Matters a Lot in Business Relationships
There are people who absolutely hate receiving marketing emails, while others are okay with emails that provide value.
You need to understand where your customers lie on this spectrum. The best way? Ask them and act according to their preferences.
Takeaway #3 – People Will Only Read Your Emails If They Gain Value From Them
Understanding the buyer persona and their pain points gives you a great deal of insight into curating relevant content.
Emails are a great way to deliver curated content to your clients.
For example, take a look at the kind of blog post titles Grammarly shares in their marketing emails, like “Why We’re Great on LinkedIn”.
It’s like giving pointers to help your client reach where they aspire to be.
If you want to learn how to create high-impact SaaS content, check out these 22 SaaS copywriting tips and examples.
Takeaway #4 – Timing Is the Key
Remember the Goldilocks story? “Too hot,” “too cold,” “just right.”
You have to crack that Goldilocks zone when it comes to timing your email marketing efforts.
Takeaway #5 – Progressing Customers From Free to Paid Tier
Email marketing plays a crucial role in moving customers from a free to a paid tier.
You need to focus on communicating the value that a paid subscription provides.
As a bonus tip, try offering a discount to a customer who abandoned their cart.
Takeaway #6 – Humans Are More Drawn to Visuals Than Text
Instead of telling, you got to show how your product works just as Grammarly shows using snapshots in their marketing emails.
Takeaway #7 – Longer Subscription Means Bigger Win
What would you prefer – 1 item for $4 or 3 items for $10?
Probably 3 for $10. As humans, we tend to prefer the second choice.
Grammarly does this with pricing information in their emails to encourage longer subscriptions.
Takeaway #8 – Who Wouldn’t Be Up for a Laugh?
It goes without saying that humor multi folds engagement – else memes won’t go viral like jungle fire.
Look at how beautifully Grammarly created humor using cat – reminds me of Tom and Jerry.
Takeaway #9 – Retaining Customers Is Harder Than Converting Them
Grammarly does a beautiful job by constantly upgrading its software to go beyond customer expectations.
They truly live by the mission of making Grammarly available everywhere people write.
Besides providing consistent value, they also use gamification to keep customers engaged.
Takeaway #10 – Humans Love Staying Ahead in Any Competition
It’s inspiring to see how Grammarly weaves human psychology into its business efforts.
Whether through email marketing, affiliate marketing, or content marketing, it’s clear they understand their audience’s motivations.
Email Marketing Bonus Takeaway – Habit Creation
Consistency builds habits.
If you send value-packed emails regularly, customers will start expecting them and look forward to engaging with your content.
Hope you enjoyed reading this post! Want to learn more about email marketing?
We are sure you would love to read – “The A B C of Persuasive Marketing Emails“
Grammarly’s approach to email marketing demonstrates the power of understanding your audience, providing value, and delivering the right content at the right time.
By crafting emails that resonate with your customers and guiding them through their journey, you can boost engagement and drive conversions.
Want to craft emails that get opened, read, and acted upon? Check out this guide on how to write emails that get opened.
Optimize Your Email Marketing Strategy
At Concurate, we specialize in crafting strategic content that elevates your marketing efforts, just like Grammarly has done with its emails.
If you’re looking to optimize your content marketing strategy and ensure your emails stand out, let’s connect over a short call.
Pro tip: If you need 30 standout SaaS growth hacks to attain double the growth for your SaaS business, fill out the form below!
