There’s no denying that financial technology – fintech – is booming these days.

Just last year, beberapa perusahaan fintech added billions in both revenue and funding, and analysts are nothing but positive about the future. With their high growth potential and investors’ hunger for disruptive innovation, Goldman Sachs perkiraan that fintech startups will swipe Pendapatan $4,7 triliun dan laba $450 miliar from traditional financial services companies.

There’s no denying the future looks bright. But even as they take off, they face many of the same challenges as their unsexy brethren when it comes to marketing and growth. Like how to optimize their use of email, terutama when it comes to mounting successful onboarding campaigns.

As fintech provider Stripe menjelaskan, welcome emails are important. So important, in fact, that they can drive tiga kali the transaction and revenue per email than other promotional emails. That’s a substantial chunk of future revenue, so maximizing onboarding is vital.

Dengan mengingat hal tersebut, mari kita lihat beberapa tantangan terbesar yang dihadapi perusahaan fintech dalam melakukan proses penerimaan, dan praktik terbaik yang dapat membantu email penerimaan untuk mengatasinya.

Teteskan!

Onboarding shouldn’t just be a one-shot email drop, terutama if you’re trying to acclimate a new user to using a fintech solution’s features (and making upgrades). A classic example from the brick-and-mortar banking world that still proves a good point: Armed Forces Bank elected to experiment with doing serangkaian email orientasi, six in all, in lieu of just one.

When they sent out the series with timing that accommodated the schedules of their customers – military servicepeople – they saw a Pengangkatan 40 in new savings accounts, versus those who only got a single onboarding email. And these customers also increased their account balances and kept more of them open.

Pendekatan "tetesan" orientasi ini juga dapat diterapkan di fintech. Mengapa? Karena Anda secara bertahap membangun hubungan dengan pengguna, dan menunjukkan rasa hormat terhadap kehidupan mereka dan tuntutannya. Mendapatkan rasa hormat itu memberi Anda kesempatan untuk mengirimi mereka lebih banyak pesan.

Pelajarannya? Memperluas pesan dan secara bertahap menumbuhkan hubungan dengan pengguna dapat mendorong hasil bisnis yang lebih kuat dibandingkan dengan satu email.

That’s why fintechs like PayPal make onboarding a journey, not a blip, as you can see in the select emails below. Each new message puts extra reasons to use PayPal in front of the user, educating over time instead of overwhelming all at once.

Be sensitive and authentic

Bukan rahasia lagi bahwa keuangan bisa menjadi topik yang sensitif bagi banyak orang.

According to a survei terbaru of over 1,000 U.S. adults, 85% of us are sometimes stressed about money, while a whopping 30% of Americans admit they’re terus-menerus stressed about money. You’d think they’d jump at any chance of alleviating this stress. But the truth is more nuanced.

Menurut Wells Fargo, 44% orang Amerika merasa bahwa keuangan pribadi adalah topik yang paling sulit untuk didiskusikan dengan orang lain. Dengan emosi dan rasa tidak aman yang melekat pada kata 'keuangan', mungkin sulit bagi seorang pemasar untuk memberikan kesan pertama yang baik.

Jadi, hal pertama yang harus Anda lakukan adalah membuat penerima merasa nyaman dengan pesan Anda. Saat membuat email orientasi, penting untuk mengingat sensitivitas ini. Mengungkapkan rasa terima kasih Anda karena mereka telah mendaftar dengan Anda adalah hal pertama yang harus dilakukan, namun hindari untuk bersikap cengeng atau sentimental.

If they’ve signed on with you, they probably responded to branding and key messages that you ought to follow through on. GoBank takes a wry, cut-to-the-chase approach with the thank-you message below, which aligns with their positioning as the oh-so-friendly provider who’s going to defeat fears about how to manage your money by making banking menyenangkan! Selamat datang di pesta!

Buatlah agar mudah diingat

Meskipun ini mungkin kesalahpahaman, banyak orang menganggap "keuangan" identik dengan "membosankan" dan "rumit". Tugas Anda adalah membuktikan sebaliknya.

Technical jargon and detailed explanations can exhaust the reader, or drive them to simply delete your email and move on. Or, worse yet, force a change of heart as they consign you ke Spam folder and delete the app. While it may be tough, coming up with cara-cara kreatif to make the onboarding experience energizing and motivating, not deadly dull, are critical.

Take another look di GoBank example above. Or this Facebook ad by Kekayaan sederhana. While it’s not an email, the idea is the same – they’re targeting by customer segment.

The ads feature an influencer from a popular TV show, but with an angle that’s berhubungan and appealing for its intended audience. It’s built around a personal anecdote the target can understand, not any kind of a hard sell.

Jadikan itu visual

Another good way to stand out from the crowd? Including images in your emails that give your reader a graphic idea of what they’re signing up for. 65% dari populasi adalah pembelajar visual, so it’s worth playing to this.

Daripada berkomunikasi melalui tulisan, tawarkan gambar yang dapat bercerita - misalnya, panduan visual tentang cara menggunakan aplikasi Anda. Hal ini sangat penting terutama jika Anda mempertimbangkan bahwa lebih dari separuh dari kita mengakses email melalui perangkat seluler. Bercerita melalui desain grafis yang baik harus diutamakan daripada teks "dinding teks" yang hanya memiliki sedikit waktu - atau kecenderungan - untuk membacanya.

This clean and simple-to-understand email from Pengeluaran does exactly that, and its own clarity reminds them why they wanted the app in the first place: Because of its ease of use.

Excite them awal about using the product

Stoke their awal enthusiasm for your product by building a few awal – and surprising – messages into your onboarding flow that spotlight the product’s functionality. Send a hearty “congratulations!” when they first try out a new feature, for instance, and add pageantry and flair to even your most mundane, baseline functions. In short, the gamifikasi that makes apps appealing to users should extend into your emails.

See what Kredit Karma does in the notification below? As a user, tentu saja you’re using the platform to keep track of – and improve, one hopes – your credit score. Credit Karma makes a big deal out of the fact the user’s score has gone up with this triggered alert, and drives them to check to see whether or not they can get a loan approval for that superyacht (actually, a 2016 Camry) they’ve got their eye on.

Another version of this tactic? Send them actual rewards for using features, like FREE! upgrades or promotional incentives. Remember, you want them as sepenuhnya terlibat as possible as early and sering as possible.

Ingatkan mereka bahwa mereka dirindukan

If there’s a hiccup in their onboarding flow, or they stop using your product, tidak pernah let them go without a winback message of some sort. It tidak pernah hurts to send them a gentle, or funny, or even urgent reminder that they’re a valued user and you’d love to see them back in the fold, as Sederhana did in the message below.

Mint are experts at onboarding, and their re-engagement message to delinquent users is no exception. The subject line it uses? “We miss you already.” Nothing like tugging di heartstrings while also reminding people of the pragmatis reasons they were interested in you in the first place.

Dan jika semuanya gagal, masih ada wortel lain yang bisa Anda tawarkan-insentif untuk kembali dalam bentuk diskon, peningkatan gratis, atau iming-iming lainnya.

Bergabunglah dengan orientasi yang lebih efektif

Email is a powerful component in the onboarding flow, and a natural complement to in-app notifications and SMS messaging. The best practices we’ve just walked through are just batu penjuru for a more customized, fine-tuned approach to building strong bonds with a user base.

Namun, melakukan pemblokiran dan penanganan dengan benar terlebih dahulu sangatlah penting. Hanya dengan demikian, pemasar fintech dapat mempersiapkan diri untuk sukses lebih lanjut dengan mengoptimalkan campaigns masa depan.