Brand
Asana
Subject line
Discover the power of connecting your work to goals
Use case
Onboard Free UserAbout this email
This SaaS email from Asana targets users midway through their trial period, emphasizing the importance of connecting team projects to company goals for enhanced productivity. It is structured with clear calls to action, including steps to input goals, create projects, and link work to goals, supported by data points and contact options for assistance. The tone is encouraging and supportive, aiming to motivate users to maximize their trial experience and deepen engagement with the platform.
Asana journey
Why this works
**Why this works.** The subject line inverts the typical feature pitch by naming the business outcome (connecting work to goals) rather than the tool capability, so trial users imagine the end-state benefit before opening, not the feature they need to learn. The pattern here is "outcome-first subject lines"; you can lift it for any onboarding nudge where you want users to book a demo or activate a feature by making the why obvious before the how.
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