Zoals fintech-provider Stripe uitlegt, zijn welkomst-e-mails belangrijk. Zo belangrijk zelfs, dat ze drie keer de transactie en inkomsten per e-mail kunnen genereren in vergelijking met andere promotionele e-mails. Dat is een aanzienlijk deel van de toekomstige inkomsten, dus het maximaliseren van onboarding is cruciaal.
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Er is geen twijfel dat financiële technologie – fintech – tegenwoordig in opkomst is.
Slechts vorig jaar voegden meerdere fintech-bedrijven miljarden toe aan zowel hun omzet als financiering, en analisten zijn niets dan positief over de toekomst. Met hun hoge groeipotentieel en de honger van investeerders naar disruptieve innovatie, schat Goldman Sachs dat fintech-startups $4,7 biljoen aan omzet en $450 miljard aan winst zullen afsnoepen van traditionele financiële dienstverleners.
Er is geen twijfel dat de toekomst er rooskleurig uitziet. Maar zelfs als ze van de grond komen, staan ze voor veel van dezelfde uitdagingen als hun minder sexy tegenhangers als het gaat om marketing en groei. Zoals hoe ze hun gebruik van e-mail kunnen optimaliseren, vooral als het gaat om het opzetten van succesvolle onboardingcampagnes.
Zoals fintech-aanbieder Stripe uitlegt, zijn welkomst-e-mails belangrijk. Zo belangrijk zelfs, dat ze drie keer zoveel transactie en omzet per e-mail kunnen genereren als andere promotionele e-mails. Dat is een aanzienlijk deel van de toekomstige omzet, dus het maximaliseren van onboarding is van vitaal belang.
Met dat in gedachten, laten we eens kijken naar enkele van de grootste uitdagingen waarmee fintech-bedrijven worden geconfronteerd bij het onboarden, en de beste praktijken die onboarding-e-mails kunnen helpen deze te overwinnen.
Druppel ze erin!
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.
Wees sensitief en authentiek
Maak het herkenbaar
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.
Maak het visueel
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.
Maak ze vroeg enthousiast over het gebruik van het product
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.
Herinner hen eraan dat ze worden gemist
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.
Aan boord gaan met effectievere onboarding
Email is een krachtig onderdeel van de onboarding flow, en een natuurlijke aanvulling op in-app-meldingen en SMS-berichten. De beste praktijken waar we zojuist doorheen zijn gelopen zijn slechts hoekstenen voor een meer aangepaste, verfijnde benadering om sterke banden te bouwen met een gebruikersbasis.
Maar het is essentieel om eerst de basis goed te krijgen. Pas dan kan een fintech-marketeer zich opstellen voor verder succes door toekomstige campagnes te optimaliseren.
