Onboarding (part 1)

WHY IT WORKS

This onboarding email excels by immediately addressing the user's core pain point ("There's a better way to work") while reducing friction to zero with a single-click CTA. The progressive disclosure structure—showing immediate value first, then features, then integrations—mirrors the user's natural decision-making process, making it easy to say yes at each step.

COPYWRITING TECHNIQUES

• Problem-agitation framing: "What if you could start your workday knowing deadlines, having enough context, and not constantly getting pinged for updates?"
• Action-oriented CTAs: "Create a task", "Try it in Asana", "Sync my email" - all starting with verbs
• Feature-benefit pairing: Each feature (like "Easy to action") is immediately followed by its benefit ("Add a due date, instructions, and attach relevant files so you know exactly what to do")
• Social proof through brand association: Gmail, Outlook, and Microsoft icons demonstrate widespread compatibility
• Conversational tone: "Your team is excited you've joined them in Asana" creates personal connection

DESIGN PRINCIPLES

• Visual hierarchy through size: Large hero headline followed by progressively smaller supporting text
• Celebratory illustration: Colorful, energetic figures create positive emotional association with the product
• Color-coded feature icons: Yellow lightbulb, blue people, green checkmark provide visual anchors for scanning
• High-contrast CTAs: Purple buttons stand out against white background for clear action points
• Mobile-responsive layout: Single column design ensures readability across devices

PSYCHOLOGICAL TRIGGERS

• Pain point amplification: Lists specific workplace frustrations before offering the solution
• Social belonging: "Your team is excited you've joined them" triggers desire to fit in
• Loss aversion: "The next time you get a request via email, send it to Asana so you can prioritize it" implies missing out on organization
• Cognitive ease: "3 reasons you'll love tasks" uses the rule of three for easy mental processing
• Authority positioning: Platform availability (iOS and Android) suggests established, trustworthy product