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Grammarly: Email Psychology Breakdown

minute read

Welcome emails are incredibly important for building customer relationships, driving brand engagement, and creating trust for your business. 

Here's an example of a Welcome email from AI writing tool Grammarly - what it gets right, what I'd change, and the psychology behind why.

You can watch the video breakdown below, or keep reading for a summary. 

1. Subject Line

❌ This subject line is a missed opportunity. They could easily add personalization to make it more engaging, but this is likely to be missed.

🧠 Cocktail Party Effect: We pay more attention to personal and personalized information, like our names.

2. Header Image

✅ Eye-catching, on-brand visual. 

❌ This visual doesn’t really do a job. I’d feature an image that brings to life all the places you can use Grammarly - it seems like that’s what this image is alluding to but it’s not clear at first glance.

3. "Most Popular" Section

✅ Nice bit of social proof.  

❌ This email could benefit from more emotional, evocative language. Using customer quotes to punctuate or explain each feature would be a nice way to use social proof with the added benefit of emotion. 

🧠Social Proof: We’re more likely to trust or try something when other people already trust and use it. 

4. "Other Great Ways to Use Grammarly" Section

❌ These headers should be more benefits-driven.

Instead of headers like “Grammarly Keyboard” I’d lead with a line like “Make your texts & emails clear and typo-free” or “Just because you’re on your phone doesn’t mean you’re any less professional.”  

5. "Can't Miss Features" Section

❌ These features feel a little thrown-in at the last minute. It’s worth testing if the email performs better without this section so that it’s a bit more single minded. 

🧠Cognitive Overload: If you ask people to do too much or think too hard, often they’ll just “nope” out. 

About the author

Jen Clinehens, MS/MBA

Hi 👋 I'm Jen Clinehens (MS, MBA) the founder and Managing Director of Choice Hacking.

I started Choice Hacking in 2021 to help marketers and entrepreneurs figure out what makes buyers tick, and elevate their work using behavioral science, marketing psychology, and AI.

If you want to learn more, check out links to my newsletter, podcast, YouTube channel and other free resources below 👇


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