Brand
Asana
Subject line
🎉 You started your first project
Use case
Onboard Free UserAbout this email
This email serves as a welcome and engagement message from Asana when a user starts their first project. The structure includes a congratulatory opening, a call-to-action to continue adding tasks and details to the project, and multiple clickable links directing the user to their project and task pages. The tone is encouraging and friendly, aiming to motivate the user to actively use the platform while offering options to manage their notification preferences.
Asana journey
Why this works
**Why this works.** The subject line celebrates a concrete action the user already took (started a project) rather than pitching a feature, so it feels like recognition instead of sales pressure and naturally opens the email from someone who has momentum. The pattern here is "acknowledge the micro-win before the ask"; you can lift it for any onboarding email where you want free users to stay engaged and compound their initial commitment into deeper platform usage.
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