Drew Price

last updated 3/16/2018

Drew Price

Head of Product Marketing at Grammarly Inc

548 Market Street #35410, San Francisco, California, United States
Grammarly Inc
HQ Phone:
(415) 439-1167

General Information


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Drew Price
Drew Price Head of Product Marketing, Grammarly

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How Grammarly Built an Email Product Users Love - Vero

Drew Price, Grammarly's head of product marketing, sees the product as part of the quantified self movement.
Fitbit tracks your steps, Grammarly tracks your words. "It's genuinely fun, for the first time, to have insights on your writing habits," says Price. To do it, Price and the team at Grammarly are tapping into the core principles of a stickiness: gamification, community, and a first-class experience. Because they track writing on multiple devices and platforms, email has become a central element to the Grammarly product. In fact, all of the data points - words written, errors made, and vocabulary used - are delivered in a concise weekly email. "The weekly reports product is meant to be our bread and butter from an email perspective," says Price. "It's a retention/engagement hybrid." "The last thing I want to do is frustrate people who use and love the product," says Price. They also offer a text editor, but Price and his team have found that the extension is the stickiest product. You'll notice an emphasis on the extension in the emails. Retention is key. If users love the extension, they are much more likely to explore the text editor and eventually upgrade. As a result of the product layers, Grammarly has created lifecycle campaigns to match the different ways users discover and use the products. Price is quick to emphasize that "there is no one-size-fits-all approach. "If you go through our funnel one time and decline the prompt to install the browser extension, we don't send a traditional welcome email," says Price. "We focus on encouraging that user to re-think installing our extension." That email (shown below) is general, but the campaign gets more specific if the user doesn't take action. "After the initial inactivity email, we try to get very specific," says Price. Those are Drew Price's words of advice for email marketers. As Price says, "creating a great customer experience is never done."

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"The weekly reports product is meant to be our bread and butter from an email perspective," says Grammarly's head of product marketing Drew Price.
"It's a retention/engagement hybrid."

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