Onboarding (part 13)

WHY IT WORKS

This onboarding email succeeds through progressive value revelation, presenting three distinct learning paths that cater to different user preferences and learning styles. The email maintains engagement by offering bite-sized, actionable content blocks rather than overwhelming new users, while the mix of formats (testimonial, guides, video) ensures every user finds a comfortable entry point into the platform.

COPYWRITING TECHNIQUES

• Outcome-focused headlines: "The secret to writing effective status reports" promises a specific, desirable skill
• Social proof through testimonial: Features Patrick Ng from Video Editor, Yes Creative with a direct quote endorsing the product
• Benefit-driven CTAs: "See more tips" and "Check out examples" focus on value delivery rather than pushy sales language
• Scannable content structure: Short paragraphs and clear section breaks make information digestible
• Conversational tone: "Hi there" and "What's new in Asana" creates friendly, approachable messaging

DESIGN PRINCIPLES

• Visual hierarchy through cards: Three distinct content blocks with clear boundaries guide the eye downward
• Consistent CTA button styling: Purple buttons create a clear action path throughout the email
• Illustration-text balance: Custom graphics for each section break up text and add visual interest
• White space utilization: Generous padding around sections prevents cognitive overload
• Color psychology: Blue trust-building header block contrasts with energetic purple CTAs

PSYCHOLOGICAL TRIGGERS

• Social validation: Video testimonial provides peer endorsement ("By connecting company OKRs to the actual work being completed...")
• Curiosity gap: "The secret to writing effective status reports" creates knowledge FOMO
• Progressive disclosure: "3 ways to simplify reporting with Asana" promises manageable, structured learning
• Authority positioning: Positions Asana as the expert source for workplace productivity best practices
• Reciprocity principle: Offers free valuable content (tips, examples, video tours) before asking for deeper engagement