Email Marketing For A Fintech Launch
This primer is for companies, technologies, products, digital assets, events, and anything else that deserves a formal launch strategy. We have tried to keep this general to include numerous scenarios so please understand this is a sketch not a blueprint.
Disclaimer: All of the strategies and techniques outlined in this document are to be considered as an outline of best practices for every financial technology company’s email campaign(s). Due to the fact that each company is unique, you may have information that conflicts with this document or have a strategy in place that will create and disseminate blog posts at different milestones. The information contained in this document should be adjusted to fit your timelines.
Goals of Email Campaign Strategy
The email campaign should be used in accordance with the company vision, mission, and employee ethos.
The purpose of an email campaign strategy is to have best practices in place:
- As a means to communicate pertinent and relevant messages to an audience
- To enhance the relationship with current, previous, or potential clients
- To encourage customer loyalty and repeat business
- To increase brand awareness
Note: These are all recommendations. Every campaign is different, and you may have different information at different stages. If something on here doesn’t feel right to you or you have a different goal in mind, adjust based on that.
Drip vs. Broadcast Campaigns
There are two types of email campaigns you may want to design:
These are automated to send out a certain amount of time after a person signs up/subscribes to a list or based on another trigger. The automation is based on specific triggers and user segments that you get to define. They provide just the right amount of information at the right time. Drip campaigns are an efficient use of time and effort as once you create a campaign you can automate and schedule it. Drip campaigns can be ideal for an initial sign up and there are a number of apps and online tools to assist in scheduling them.
These emails are sent at a specific time and target a specific market or audience. Broadcast campaigns are useful to disseminate information on special promotions, events, offers, or other time sensitive matters.
Online Tools and Apps for Use in Email Campaigns:
- We recommend Get Response for all of our clients. Get Response has all of the same functions and features that Mailchimp has but you aren’t going to get banned for marketing a dApp or mentioning Ethereum.
- Active Campaign is the integrated email marketing platform that most people use, especially because MailChimp has recently banned certain types of financial technologies like crypto.
- Drip is a viable email marketing tool that is designed more for email automation and modern email marketing.
- Infusionsoft is another platform that combines automated email marketing and general task management.
All tools have different pricing plans, features, and options to suit any size business.
Content and Design Recommendations
Call to Action
Have one main call-to-action goal for each email (even if it’s just for them to read a blog post or check out a particular web page) and drive readers toward that.
Simple + Modern Design
Complex email marketing campaigns that are too text heavy or image heavy dissuade a reader from engaging in the content.
A best practice is to create a clean, sophisticated, and minimalist design that is clear, concise, and includes a call to action (CTA). Ensure that the campaign aligns with your branding and doesn’t appear to be spam.
Personal + Positive
Ensure your tone is one that is relatable and personable, as if written from the CEO directly. Expressing gratitude goes a long way in creating customer loyalty. Don’t forget to relate back to your overall mission and goals. Finally, reflect a sense of inclusion into the community so that your reader feels valued.
Capitalize on the work you’ve already done and the content that has been created. Consider selecting excerpts from a blog post to draft an email campaign drip. Other ideas include embedding an explainer video, introducing team member bios, and sharing user/client feedback and testimonials.
Readability + Audience
Know your audience and tailor the content appropriately. Keep the text limited to a few short paragraphs. Provide value in the actual text of the email rather than forcing people to click through. Include in-line links that will guide the reader to more information.
Company, Product, or Technology Launch strategy: Email campaign
Updating Subscribers on Major Events
Update our subscribers on major news via broadcast emails. (Examples: White Paper was published, the release of a video on the mechanics of our technology, a new high-profile advisor, dollar amount of money raised, or, promotion of a scheduled “Ask Me Anything” session) Make sure to limit these to once a week to avoid over inundating your subscribers, and thus diluting your message.
Countdown to Launch
Approximately 1–2 weeks before any launch (assuming you have been letting people know something is to come), adjust your drip campaign to only one email that leads to the company, product or technology specific site or webpage. Start to send a countdown broadcast campaign (see sample outline below) to enhance the excitement and curiosity around the event.
Create a drip campaign for new subscribers (see a sample outline below). Push subscribers to follow the company on social and join our online forums so that they get involved in our community.
Sample Drip Campaign
Scenario: The company is about a month away from the date of your company, product, or technology launch. Maybe the company has a pre-registration process but it isn’t open yet. Here’s a sample email campaign that would automatically go out when someone subscribes to your email list.
Email 1: Welcome/Intro to the company (send immediately)
Introduce your mission or vision and the basics of how your company differentiates itself in the industry. Link to a blog post that explains your project in more detail or the white paper if published. Be sure to include any details around the launch date.
*Call-to-action: Follow us on social media, Join our Telegram, Discord, Slack channel, etc.
Email 2: Our Technology (send 2 days later)
Explain the function of your technology, product or company. Link to, or embed, a blog post or video, that explains how everything will work. Be sure to include any details around the launch date.
*Call-to-action: Read our overview or white paper for more specifics.
Email 3: Launch Details (send 2 days after Email 2)
This is where you share the fine print and details on how to participate in the launch. Include a blog post, PDF, or video explaining how to sign up for the whitelist registration and any pertinent information related to the process.
*Call-to-action: Set a reminder to register.
As the technology roadmap, white paper, and/or other documents are published, add those to these emails;
Once the beta, waitlist, or whitelist registration opens, change the call-to-action for each email to the link to the beta, waitlist, or whitelist;
If you are further out or have less details solidified, you can adjust the content to reflect that circumstance.
Sample Broadcast Campaign Leading Up to and During a Launch
Scenario: There are 10 days left until your product, technology or company launch. You’ve built an email list and many people have already been sent your drip campaign. You’ve adjusted the drip campaign for new subscribers to consist of one email that drives to your launch site. Ensure you continue to engage with your audience leading up to the launch.
9-Day Sample Schedule: Send out an email to get everyone interested again. Update user segment on any news (advisors, mainstream coverage, interesting numbers, facts, figures, etc.). Use this email to build authority and credibility. Be sure to state the date of the launch/registration.
T-6 days: The launch is one week away! Send out your blog post, video, or PDF that provides instructions for how to participate in the launch. Let your users know what they’ll need.
T-4 days: This is a good time to send out an Ask Me Anything (AMA) that was done recently, an FAQ post, or anywhere where you’ve addressed questions from the community or your ecosystem (assuming you have dripped interest). Alternatively, send out some positive mainstream coverage with another CTA to join your social channels.
T-1 days: The launch is tomorrow. Remind your email list subscribers of what they’ll need, instructions, and that they are whitelisted or registered for the beta.
Day 1: Launch day has arrived! Send them directly to the launch or registration site.
EOD 1: Send an email reminding everyone who hasn’t participated to join (if you can segment). You can send out any favorable stats about the launch so far.
Day 2: If needed, send out another reminder including any more positive coverage that has come out, how much you’ve sold so far, app downloads, etc. Be careful not to send too many emails, as the impression may be that the launch isn’t going well.
Ongoing: From here, you essentially need to run this as a true email marketing campaign. Every company, technology, and product is different so if you’re having issues with ongoing marketing needs… call us.