Onboarding (part 9)

WHY IT WORKS: This onboarding email succeeds by emphasizing dual personalization—both for work teams and individual preferences—while maintaining extreme simplicity with a single, clear CTA. The visual previews of customization options reduce uncertainty about the product experience, making it easier for new users to envision how Asana will fit their specific needs.

COPYWRITING TECHNIQUES:

• Inclusive positioning: "Asana is the tool for you. And your team." addresses both individual and collaborative needs
• Benefit-focused simplicity: "easy to customize to fit how your team works, and how you like to work, too"
• Action-oriented CTA: Direct "Go to Asana" button text removes decision friction
• Feature teasing: "Learn more ›" and "Update settings ›" links provide optional depth without overwhelming
• Trust-building footer: Physical address adds legitimacy and compliance

DESIGN PRINCIPLES:

• Visual hierarchy through centering: Logo, headline, and CTA button create a clear vertical flow
• Show, don't tell approach: Product interface screenshots demonstrate customization capabilities
• Strategic color contrast: Purple CTA button stands out against white background
• Balanced dual-column layout: Equal weight given to work and personal customization features
• Minimal text density: Generous whitespace prevents cognitive overload

PSYCHOLOGICAL TRIGGERS:

• Personalization appeal: "Customize for you" taps into desire for individual control and preference
• Social proof suggestion: Team-based messaging implies others are already using it collaboratively
• Ease and simplicity bias: "easy to customize" reduces perceived effort barrier
• Visual learning preference: Screenshots allow users to mentally test-drive the product
• Dual benefit framing: Addresses both professional effectiveness and personal satisfaction needs