Brand
Grammarly
Subject line
Congrats on taking the first step toward effective communication
Use case
Onboard Free UserAbout this email
This email from Grammarly serves as a welcome and onboarding message to new users, encouraging them to get started with the product. It is structured with a motivational tone, highlighting key features such as the AI writing assistant and suggesting practical next steps, including installing the desktop app and browser extension and customizing language settings. The email also promotes increased engagement by showcasing productivity benefits and providing direct links to update preferences, check app status, and follow on social media.
Grammarly journey
Why this works
**Why this works.** The subject line reframes signup as a milestone achievement ("Congrats on taking the first step") rather than a feature dump, which triggers psychological commitment - users who feel they've already started something are 3x more likely to continue it. The pattern here is "celebrate the behavior before requesting the next one"; you can lift it for any onboarding sequence where you want free users to install, customize, or integrate rather than just passively receive.
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