Asana is obsessed with gaining the love of their users. Creating a valuable and memorable first experience is imperative to achieve customer love. Outside of the product itself, email is the primary channel for Asana to engage with users.
To provide better customer service and create additional touchpoints, the company decided to test new approaches.
Asana had a hypothesis: they could use direct mail as a supplementary engagement channel to create a delightful customer touchpoint and improve their new user experience. Increased user adoption and customer retention were the metrics that would prove if this hypothesis was correct.
Asana underwent a thorough vendor review process and chose Inkit as their direct mail partner because Inkit would:
The proliferation of digital marketing has made it easier and cheaper for companies to get in front of prospects and users. At the same time, digital marketing has blown up user notifications and made it more challenging for organizations to forge authentic connections with users.
Direct mail offered a divergent customer experience to traditional digital marketing, supplementing the connected online stream of notifications with a physical presence.
Asana’s foray into direct mail was focused on creating a delightful customer experience, not on acquisition or sales motions. A design requirement for their welcome postcard experiment was to remove any content that could be misconstrued as a sales tactic.
A newly converted user was already sold on Asana, they cemented that choice with their wallet. The job of direct mail for Asana was to make new users feel welcomed and part of the Asana family.
On top of the double-digit percentage wins Asana saw with their experiment, they continue to receive numerous social media mentions from customers who are delighted and awestruck that a software company would go above and beyond to make them feel confident they selected the right tool and company for their needs.
Asana’s steadfast pursuit of customer-centricity, and Inkit’s ability to make creating and sending a direct mail touchpoint as simple as an email, made this use case a smashing success.
After the success of their first experiment, and smooth implementation of Inkit, Asana is looking forward to launching additional personalized and targeted direct mail use cases.
“We’re discussing how direct mail could play a role in complementing our acquisition marketing efforts, create one-of-a-kind follow up touchpoints for our field marketing events, and add extra delight for customers that respond to Net Promoter Score surveys. Since the organization has witnessed the power of Inkit and direct mail as an engagement channel, experiment ideas and opportunities are flowing in from all departments.”
If you value customer experience as much as Asana, Inkit and direct mail can unleash a world of opportunity for your organization.