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

Just last year, 多家金融科技公司 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 估计数 that fintech startups will swipe 4.7万亿美元的收入和4500亿美元的利润 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, 特别是 when it comes to mounting successful onboarding campaigns.

As fintech provider Stripe解释说, welcome emails are important. So important, in fact, that they can drive 三次 the transaction and revenue per email than other promotional emails. That’s a substantial chunk of future revenue, so maximizing onboarding is vital.

考虑到这一点，让我们来看看金融科技公司在做入职培训时面临的几个最大挑战，以及可以帮助入职培训邮件克服这些挑战的最佳做法。

把它们滴进去!

Onboarding shouldn’t just be a one-shot email drop, 特别是 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 一系列的入职邮件, 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%提升 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.

这种入职的 "滴灌 "方式在金融科技领域也将发挥作用。为什么？因为你正在逐步与用户建立关系，并对他们的生活和需求表示尊重。赢得这种尊重，你就有机会向他们发送更多信息。

这方面的教训是什么？与单一的电子邮件相比，扩展信息传递并逐渐发展与用户的关系可以推动更强大的商业结果。

That’s why fintechs like 贝宝 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

对很多人来说，金融可能是一个敏感的话题，这不是什么秘密。

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

根据富国银行的数据，44%的美国人认为个人财务是他们与他人讨论的唯一最具挑战性的话题。由于 "财务 "这个词本身带有这样的情绪和不安全感，营销人员可能很难给人留下良好的第一印象。

所以你的首要任务是让你的收件人对你的信息感到舒适。在构建你的入职邮件时，重要的是要牢记这些敏感问题。表达你对他们与你签约的感谢是首要任务，但要避免变得老套或虚假的感伤。

If they’ve signed on with you, they probably responded to branding and key messages that you ought to follow through on. 帐户 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 乐趣!欢迎大家来参加聚会!

使其具有亲和力

虽然这可能是一种误解，但许多人认为 "金融 "是 "无聊 "和 "复杂 "的同义词。你的工作就是要证明这一点。

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 到 Spam folder and delete the app. While it may be tough, coming up with 创造性的方法 to make the onboarding experience energizing and motivating, not deadly dull, are critical.

Take another look 在 GoBank example above. Or this Facebook ad by 财富之路"（Wealthsimple. While it’s not an email, the idea is the same – they’re targeting by customer segment.

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

使之可视化

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%的人是视觉学习者, so it’s worth playing to this.

与其通过文案进行沟通，不如提供能够讲述故事的图片--例如，一个关于如何使用你的应用程序的可视化演示。当你考虑到我们有一半以上的人通过移动设备访问我们的电子邮件时，这一点尤其重要。通过良好的图形设计讲故事应该优先于 "文字墙 "的副本，因为他们没有时间--或者说没有意愿--去浏览。

This clean and simple-to-understand email from 支出 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 早期 about using the product

Stoke their 早期 enthusiasm for your product by building a few 早期 – 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 游戏化 that makes apps appealing to users should extend into your emails.

See what 信用卡玛 does in the notification below? As a user, 当然 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 全身心投入 as possible as early and 经常 as possible.

提醒他们，他们被错过了

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

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

如果一切都失败了，你还可以提供另一个胡萝卜--以折扣、免费升级或其他诱饵的形式激励人们再次光临。

更有效的入职培训

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

但是，首先要做好阻击和应对工作。只有这样，金融科技营销公司才能通过优化未来的campaigns ，为进一步的成功奠定基础。