Onboarding (part 10)

WHY IT WORKS

This email succeeds through its extreme simplicity and customer-centric approach, using a direct question as the subject line to create curiosity and engagement. The minimal design with a single, clear CTA removes all friction from the feedback process, while the friendly tone and visual illustration make the request feel personal rather than transactional.

COPYWRITING TECHNIQUES

• Direct question headline: "What do you think of Asana?" immediately engages the reader and makes them feel their opinion matters
• Micro-commitment framing: "Got a few minutes to complete a survey?" reduces perceived effort
• Value-driven messaging: "Your feedback helps us improve, and we'd love the chance to hear from you" emphasizes mutual benefit
• Personal touch with team signature: "The Asana team" creates human connection vs corporate feel
• Gratitude pre-framing: "Thank you" appears before the ask, using reciprocity principle

DESIGN PRINCIPLES

• Minimalist layout: Single column, centered design eliminates distractions
• Visual hierarchy through isolation: Survey request stands alone in bordered box for focus
• Playful illustration: Computer with gift box adds warmth and reduces formality
• High-contrast CTA button: Purple "Take Survey" button stands out against white background
• Strategic whitespace: Generous padding around content improves readability and importance

PSYCHOLOGICAL TRIGGERS

• Reciprocity principle: Positions feedback as helping Asana improve, creating mutual value exchange
• Belonging and importance: "we'd love the chance to hear from you" makes user feel valued
• Low-commitment psychology: "few minutes" minimizes perceived time investment
• Curiosity gap: Subject line question naturally makes recipient want to share their thoughts
• Social identity: Being asked for feedback positions user as important customer whose opinion matters