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

Just last year, plusieurs entreprises 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 estimations that fintech startups will swipe 4,7 trillions de dollars de recettes et 450 milliards de dollars de bénéfices 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, notamment when it comes to mounting successful onboarding campaigns.

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

En gardant cela à l'esprit, examinons quelques-uns des plus grands défis auxquels les entreprises fintech sont confrontées lors de l'onboarding, et les meilleures pratiques qui peuvent aider les emails d'onboarding à les surmonter.

Faites-les couler !

Onboarding shouldn’t just be a one-shot email drop, notamment 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 une série d'e-mails d'accueil, 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% de levée 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.

Cette approche "goutte à goutte" de l'onboarding fonctionnera aussi dans les fintechs. Pourquoi ? Parce que vous établissez progressivement une relation avec l'utilisateur et vous montrez respectueux de sa vie et de ses exigences. En gagnant ce respect, vous avez la possibilité de lui envoyer d'autres messages.

La leçon à en tirer ? L'extension du message et le développement progressif d'une relation avec les utilisateurs peuvent générer des résultats commerciaux plus importants qu'un simple courriel.

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

Ce n'est un secret pour personne que la finance peut être un sujet délicat pour beaucoup de gens.

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

Selon Wells Fargo, 44 % des Américains estiment que les finances personnelles sont le sujet le plus difficile à aborder avec les autres. Avec une telle émotion et une telle insécurité liées au mot "finance", il peut être difficile pour un spécialiste du marketing de faire une bonne première impression.

Votre premier souci est donc de faire en sorte que votre destinataire se sente à l'aise avec votre message. Lors de l'élaboration de votre e-mail d'accueil, il est important de garder ces sensibilités à l'esprit. Exprimer vos remerciements pour l'inscription de votre client est la première chose à faire, mais évitez de verser dans la mélancolie ou le sentimentalisme à tort.

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 fun ! Bienvenue à la fête !

Faites en sorte qu'il soit pertinent

Bien qu'il s'agisse d'une idée fausse, de nombreuses personnes considèrent la "finance" comme synonyme d'"ennuyeux" et de "compliqué". C'est à vous de prouver le contraire.

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 à la Spam folder and delete the app. While it may be tough, coming up with voies créatives to make the onboarding experience energizing and motivating, not deadly dull, are critical.

Take another look au 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.

Le 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.

Rendez-le visuel

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% de la population est composée d'apprenants visuels, so it’s worth playing to this.

Plutôt que de communiquer par le biais de textes, proposez des images qui racontent l'histoire - une présentation visuelle de l'utilisation de votre application, par exemple. C'est particulièrement important quand on sait que plus de la moitié d'entre nous accèdent à leur courrier électronique via des appareils mobiles. La narration par le biais d'une bonne conception graphique devrait avoir la priorité sur le "mur de texte" qu'ils ont peu de temps - ou d'envie - de parcourir de toute façon.

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.

Excite them début about using the product

Stoke their début enthusiasm for your product by building a few début – 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, bien sûr 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 pleinement engagé as possible as early and souvent as possible.

Rappelez-leur qu'ils ont manqué

If there’s a hiccup in their onboarding flow, or they stop using your product, jamais let them go without a winback message of some sort. It jamais 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.

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

Et si tout le reste échoue, il y a cette autre carotte que vous pouvez offrir - des incitations à revenir sous la forme de remises, de mises à niveau gratuites ou d'autres appâts.

Embarquement plus efficace

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 pierres angulaires for a more customized, fine-tuned approach to building strong bonds with a user base.

Mais il est essentiel de commencer par bien bloquer et attaquer. Ce n'est qu'ensuite qu'un spécialiste du marketing des fintechs peut se préparer à un plus grand succès en optimisant le site campaigns.