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  Email newsletters, whatever the content may be is a very important aspect of maintaining a communication link with subscribers and customers. It is rather unfortunate these days to see FinTechs, especially in this part of this world so engrossed in getting new signups to grow their subscriber base, thus neglecting new and existing customers in the long run. However, studies have shown that successful FinTechs have built very large customer bases through the use of marketing emails. Marketing emails are meant to create anticipation among new signups as well as keep existing customers engaged.
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However, just sending any marketing emails isn’t enough. The question should be what type of marketing emails are you sending to your customers and subscribers? In this blog post, I identified the six types of marketing emails you should be sent to your subscribers – old and new – to boost your overall marketing strategy. Under the marketing emails we have the following:
  • Welcome Emails

A welcome email is all about making new signups feel at home by introducing them to your platform/product while teaching them how to go about using it and how it will help them achieve their financial goals. In addition, a welcome email sets the tone for future communications.  
  • Nurture Emails

​​Another type of email in the Marketing Category is the nurture email which intends on making new signups move from being a newbie to active users. In this email, you can offer an incentive to a subscriber if he or she visits your website or activate their account. Nevertheless, this kind of email is bare to inspire them to try out your product. For instance, you can offer them a 7-day free trial of your product.
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  • Promotional Emails

These are sent to existing and potential customers to create anticipation of a new or improved feature on your platform. The emails are traditionally designed to promote a product, service or time-sensitive opportunity to convert email subscribers to customers.
  • Re-Engagement Emails

In your list of subscribers, you will always have the inactive ones who have stopped opening your emails. While it is advisable to weed them off, it is important to reach out to them by re-engaging and reactivating them with a check-in email asking if they still want to hear from you. The sole aim of this type of email is to remind inactive subscribers about your FinTech’s offer and encourage them to give your emails another chance.
  • Targeted Emails

After you must have segmented your audience and divided your subscribers into categories based on demographics, previous transactions or recent engagement with your emails, it’s now time to send them tailored emails to move them along the marketing funnel. Targeted emails are always customized and personalized to make them take action.
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  • Abandonment Emails

This kind of email is to stimulate inactive clients to take action by sending them tailored emails after you must have gotten your data through website analytics. Although you might not be selling a tangible product, just as retail marketers have to overcome the abandoned shopping basket, FinTech marketers must find ways to encourage users to convert. Look at your website analytics to see what actions or transactions a visitor almost carried out, and send an email encouraging them to continue. Featured Image Source: Bluehost
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This article was first published on 14th December 2022


Nnaemeka is an academic scholar with a degree in History and International Studies from the University of Nigeria, Nsukka. He is also a creative writer, content creator, storyteller, and social analyst.

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