Case Study: Asana achieves double-digit engagement gains and a 15.7% reduction in churn with Inkit

Welcome Postcard Campaign Boosts New Customer Engagement and Retention by Double Digits for Asana

Asana, the work management platform used by over a million paying customers, faced email fatigue that made it difficult to engage and retain new users. To create a more authentic onboarding touchpoint, Asana partnered with Inkit to run a welcome postcard direct mail experiment.

Using Inkit’s direct-mail platform integrated with Asana’s marketing stack, the welcome postcard campaign drove measurable lifts: a 17.6% relative increase in new-user visitation, 6.5% more invitations sent and accepted, a 4.2% increase in collaboration, and a 15.7% decrease in churn. Inkit’s security, ease-of-use, and automation capabilities enabled rapid launch and scaling, yielding strong engagement results and prompting Asana to expand direct mail use cases.

Asana

Aaron Williams

Head of Asana for Nonprofits