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This is the gospel we are preaching and are willing to die on this Calvary. Email Marketing Is Important For Fintech. For email marketing to work, prospective customers have to connect with the fintech business through email addresses.
When it comes to marketing, your email list is your greatest asset. With your list, you can run campaigns that can easily give you a 4400% ROI. To get those results, you need to grow a healthy list - Campaign Monitor
Building an email list for your Fintech does not mean you have to collect emails one at a time and send emails to subscribers one at a time. Instead, there is an email marketing service like MonkeyPesa that does the job for you. You can use your email marketing service to manage your email list in one place and acquire leads. It will also allow you to create email campaigns and send them to your email list at once.
What are email leads?
Email leads are the people who share their contact information with you, including their email addresses allowing you to contact them and share valuable content. This is usually through an opt-in form that they fill out in exchange for a gift. Once you have a marketing service in your toolkit, you can start collecting emails from your blog. All you need to do is install an email opt-plug, and then you can set up pop-up messages, embed an opt-in form, and create welcome points to ask your website visitors to sign up for your email listing.
Your email leads will form the foundation of your email marketing campaigns and, if nurtured well, will become the core source of your revenue.
So, how do you get in leads for your fintech the right way?
1. Identify your target audience
Knowing your target market and the audience is very key for your Fintech. To know your business, you might need to have a buyer persona in place; this helps you know your target audience, what kind of things they like, where they are, and their preferences. Additionally, your buyer persona should include; demographic information about your supporters or purchasers.
This information includes; age, gender, income, what they do, and any other thing you would like to know about your customers. Finally, you can ask your audience what drives them and the problems your product or service can address concerning the above.
2. Use Social Media
Social Media is essential, and make sure to have a social selling strategy. There are at least 4 billion social media accounts all around and chances are high that those searching for your products are on social media (e.g., Twitter, LinkedIn, Facebook, Instagram, etc.). Respond to their queries and share information relevant to their searches.
Fintechs that use social selling practices regularly are 40% more likely to hit their revenue goals than those that don’t have a social selling process.
The sites are different in one way or another. For example, Instagram and Pinterest are a lot more visual in their nature than LinkedIn or Twitter. On the other hand, Twitter is optimized for a short series of conversations and Facebook for mixed browsing between text, images, and video content.
3. Provide valuable content
People in sales are the ones who are involved in groundwork, and so they know the customer’s preferences and interests; thus, it would make sense to advertise or market something in line with what customers want to hear or see as contrary to something that would sound new into their ears. In addition, it becomes easy for the salesmen if the target customer already has prior knowledge about it, which would be easing their work.
Marketing content is what draws customers and potential buyers. It acts as the first point of contact long before a salesperson steps in. But, it is not only used by the marketing department. Salespeople utilize the marketing content as they go about their Fintech. Therefore, marketing content should first be evaluated before it is put out, and these are some of the areas that should be given a core focus.
What content is available?
What content should be used for marketing?
Who should use this content first?
Where should this content be used?
Why is this content preferred over the other?
Will this content give us the best we expect out of it?
Finally, is there anything left untouched?
Both teams should evaluate to ensure there is no contradicting information. Some studies have found out that sales teams, at times, create their information, and honestly, this would impact your performance in the market.
Today, 60-70% of the content in B2B organizations is not being used. So this is an excellent opportunity to get sales and marketing teams aligned.
4. Listen carefully to identify leads
Sales Prospecting is the process of sourcing and identifying new leads or clients to begin working through the sales process. Sales prospecting aims to move these people, or prospects, through the sales funnel until they eventually convert into purchasers, i.e., revenue-generating customers.
When new leads enter the sales funnel (a flow of prospects through a sale), they come into contact with the product for the first time. Those who demonstrate their interest and willingness to move toward the next pipeline stages are known as prospects.
Leads and prospects are so different here. However, looking at the sales funnel brings the two together.
Research: This will help you determine the quality of the lead. You can use CRM tools to keep track of the potential of customers.
Prospect: After that analysis, share relevant information that will influence a decision.
Connect: Follow up with the prospect and see how they can move to another stage in the sales cycle.
Evaluate: Classify, and qualify the leads.
Close: See to it that the customer makes a purchase. There are incidents of zero purchase, but these need to be few. Use the closing ratio to determine the success of the process, i.e., closings-won against closings-lost.
5. Use Personalization
Email personalization is when marketers use the information provided to them by their clients and craft messages tailor-made for particular individuals.
They may not say it, but your clients hate being spoken to in a mass. Being personal in your email messages gives the message a tone of friendliness. To make your message appear unique, you have to consider using words like; you, us, or me. That kind of tone makes the message appear like it's coming from an individual and targeting the receiver.
Email messages that appear personal seem to invite customers to take action. This makes them think that you are interested in their likes and preferences, making them feel special. Don't make your email messages look corporate, write your messages like you are talking to your customers in person. This will become easy for you to connect with them.
Tips to help you write and ensure personal email messages for your customers;
Use plain language while talking to leads.
Use words that make the text appear personal, like me, you, or us
Make an emotional connection with masses of email contacts.
6. Write Clean and Precise Emails
This should have been at the top. An incredible email marketing copy feeds Fintech with the profits it needs. But, thinking about your email marketing copy, does it give you the profits you need? How do you get to your clients?
Do you have a massive email contact list? Clients' email contact lists can be generated through social media contests, online coupons, or compelling land pages. Your Fintech might have a big following, but how you take your leads through the sales process until they decide to make purchases matters a lot.
Much as it’s good to have a considerable following, it also feels incredible to have some part of the following convert. However, converting leads isn’t a brag. It doesn’t require you to work so hard but rather to work smart. Writing emails that convert requires knowing what you want, what you have to do, and how to do it.
Using compelling CTAs motivates recipients to convert. Research shows that clients respond more quickly when short and straightforward words seduce them to take action. CTAs words include; get, order, buy, start, download, sign up here and more others. These usually compel recipients to take action. CTAs that show consumer benefits also improve conversions.
7. Write emails with converting subject lines
The email subject line will either be the reason your email converts or not. A good email subject email will pronounce a successful email campaign. Conversely, you are bound to gain nothing from your email marketing efforts with a poor email subject email.
47% of marketers say they test different email subject lines to optimize their emails' performance.
Use yourself as an example. Here's a simple questionnaire.
How many lists and publications are subscribed to?
How many unopened emails do you have in your inbox?
How many will you settle down to read?
What are the chances you will delete them rather than read them?
According to Statista, more than 306 billion emails are sent and received each day. The goal is to make sure your email stands out from the myriad. More open emails translate to an increase in sales.