Brand
Asana
Subject line
Your trial is done—but work isn’t
Use case
Win Back Churned UserAbout this email
This email serves as a renewal reminder from Asana, targeting users whose free trials have ended. It features a clear call-to-action to select a paid plan, emphasizing continuity by noting that previous project data remains accessible. The tone is encouraging and supportive, with additional prompts to download Asana's apps and easy options for managing email preferences, making the email both informative and user-friendly.
Asana journey
Why this works
**Why this works.** The subject line mirrors the user's own reality - their trial ended but their work pile didn't - which reframes the upgrade decision from "pay for software" to "don't lose momentum on what matters," making the friction feel like friction against the user's goals, not friction from Asana's ask. The pattern here is "situation before solution"; you can lift it for any trial-expiration or win-back email where acknowledging the user's constraint first makes the CTA feel like rescue, not sales.
