Come spiega il fornitore fintech Stripe, le email di benvenuto sono importanti. Così importanti, in effetti, che possono generare tre volte le transazioni e il fatturato per email rispetto ad altre email promozionali. Si tratta di una parte sostanziale del fatturato futuro, quindi massimizzare l'onboarding è vitale.
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Non c'è dubbio che la tecnologia finanziaria – fintech – sia in piena espansione in questi giorni.
Proprio l'anno scorso, diverse aziende fintech hanno aggiunto miliardi sia in entrate che in finanziamenti, e gli analisti non sono altro che positivi sul futuro. Con il loro alto potenziale di crescita e la fame degli investitori per l'innovazione dirompente, Goldman Sachs stima che le startup fintech sottrarranno 4,7 trilioni di dollari in entrate e 450 miliardi di dollari in profitto alle tradizionali aziende di servizi finanziari.
Non si può negare che il futuro sembri promettente. Ma anche mentre decollano, affrontano molte delle stesse sfide dei loro fratelli meno attraenti quando si tratta di marketing e crescita. Come ottimizzare l'uso delle email, soprattutto quando si tratta di lanciare campagne di onboarding di successo.
Come spiega il fornitore fintech Stripe, le email di benvenuto sono importanti. Così importanti, infatti, che possono generare tre volte la transazione e le entrate per email rispetto ad altre email promozionali. Questo è una parte sostanziale delle entrate future, quindi massimizzare l'onboarding è fondamentale.
Con questo in mente, esaminiamo alcune delle più grandi sfide che le aziende fintech affrontano durante l'onboarding e le migliori pratiche che possono aiutare le email di onboarding a superarle.
Falli gocciolare dentro!
Onboarding shouldn’t just be a one-shot email drop, especially 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 a series of onboarding emails, 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 40% lift 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.
This onboarding “drip” approach will work in fintech, too. Why? Because you’re gradually building a relationship with the user, and showing respect for their life and its demands. Earning that respect earns you the chance to send them more messages.
The lesson? Extending the messaging and gradually growing a relationship with users can drive stronger business results compared to a single 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.
Sii sensibile e autentico
Rendilo comprensibile
While it may be a misconception, many people view “finance” as synonymous with “boring” and “complicated.” It’s your job to prove otherwise.
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 to the Spam folder and delete the app. While it may be tough, coming up with creative ways to make the onboarding experience energizing and motivating, not deadly dull, are critical.
Take another look at the GoBank example above. Or this Facebook ad by Wealthsimple. 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 relatable and appealing for its intended audience. It’s built around a personal anecdote the target can understand, not any kind of a hard sell.
Rendilo visivo
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% of the population are visual learners, so it’s worth playing to this.
Rather than communicating via copy, offer images that tell the story – a visualized walkthrough on how to use your app, for instance. This is particularly important when you consider that over half of us access our email via mobile devices. Storytelling via good graphic design should take precedence over “wall-of-text” copy they have scarce time – or inclination – to wade through anyway.
This clean and simple-to-understand email from ExpenseIt does exactly that, and its own clarity reminds them why they wanted the app in the first place: Because of its ease of use.
Entusiasmarli presto sull'utilizzo del prodotto
Stoke their early enthusiasm for your product by building a few early – 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 gamification that makes apps appealing to users should extend into your emails.
See what Credit Karma does in the notification below? As a user, of course 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 fully engaged as possible as early and often as possible.
Ricorda loro che mancano
If there’s a hiccup in their onboarding flow, or they stop using your product, never let them go without a winback message of some sort. It never 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 Simple 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 at the heartstrings while also reminding people of the pragmatic reasons they were interested in you in the first place.
And if all else fails, there’s that other carrot you can offer– incentives to come back that take the form of discounts, free upgrades, or other lures.
Sali a bordo di un onboarding più efficace
L'email è un potente componente nel flusso di onboarding e un complemento naturale alle notifiche in-app e ai messaggi SMS. Le migliori pratiche che abbiamo appena analizzato sono solo pietre angolari per un approccio più personalizzato e raffinato alla creazione di legami solidi con una base di utenti.
Ma è essenziale prima di tutto affrontare correttamente i blocchi e i tackle. Solo allora un marketer fintech può prepararsi per un ulteriore successo ottimizzando le campagne future.
