The Ultimate Fintech Email Marketing, Content & Social Guide

Welcome to part two of our series outlining the top fintech email marketing strategies, tips, and tactics plus a deep dive into content and social. If you missed part one, you can grab that here.

In this edition, we’ll cover everything from the basics to the more detailed considerations of fintech email marketing. Grab it, put it in your toolbox, and start optimizing your entire marketing operation.

Email Marketing for Fintechs is a Must

Email marketing for fintechs is not new, though it is often overlooked as a valid way to drive business growth. Some organizations leverage e-newsletters, which can be a great way to engage with your audience. But the possibilities are endless. It’s also easy to grow comfortable with familiar fintech marketing tactics, which can lead to stale outreach and lost connections with prospects and customers. Now is the time to revisit email marketing and refresh campaigns and strategies to meet the current needs of your audience. 

If you’re looking for ways to spice up email (or any of your other fintech marketing tactics), ask yourself the following questions:

• Who is our audience and what is important to them today?
• Is our audience made up of segments? How can we better define our audience to offer a more personalized experience?
• How clean is our CRM data? 
• Are we able to leverage partnerships and/or tap into second-party data?
• Is our messaging updated and accurate given the current landscape?

The more specifically you can answer those questions, the better you’ll be able to tailor your email marketing program for your target audience.

Personalization is the Magic Maker in Email Marketing for Fintechs

It’s not a new directive, but personalization is everything. Customers have come to expect it and businesses that can deliver it enjoy increased revenues, increased loyalty, and increased ROI:

• 80% of companies report seeing an uplift since implementing personalization. – Econsultancy
• Marketers report that personalization efforts can boost revenues by up to 15%. – Adweek
• 86% of marketers have seen a measurable lift in business results from their personalization campaigns. – Evergage
• 95% of companies that saw 3x ROI from their personalization efforts increased profitability in the year after their personalization efforts. – Monetate
• Personalization can reduce customer acquisition costs by up to 50%. – Adweek

There are a variety of ways to personalize email marketing for fintechs. Take a look at some of the following ways to personalize email campaigns. 

Past Engagement

Take a page from Amazon’s book and personalize email campaigns based on past engagement. Gather insights from data to see where customers interacted with your brand previously and send personalized emails based on that information. That may include customized discounts or offers or information tailored to their interests. 

Location-Based Personalization

Tapping location information can aid in personalizing messages and offers for customers and prospects. This should only be used where relevant, but if you provide services that may be useful to businesses in a state that has specific legal or compliance requirements, for example, this can be a great tactic to use.  

Interest-Based Personalization

Using personal information and insights about what customers are interested in is a great way to tailor email marketing for fintechs. Sending curated offers or information is an effective way to engage your audience and show them that you’re paying attention. 

Best Practices for Email Marketing for Fintechs

1. Segment, segment, segment — This requires a deep understanding of who your prospects are and where they are in the buyer’s journey. With this data, you can segment contacts by lifecycle stage and persona. This goes a long way in developing personalized messaging that makes an impact.
2. Keep your data clean — Practice good list hygiene, eliminate duplicate data and data systems, and make sure to follow unsubscribe best practices. Contrary to what your gut might tell you, unsubs aren’t bad. They keep your list focused on people interested in the value you add. If you do find that your unsub rate is high, review the content you’re sending (and the frequency) to ensure that you are, in fact, adding value to people’s lives.
3. Don’t forget emotional appeal — It’s easy to stick to “business as usual” when sending emails, but don’t be afraid to inject a little emotional appeal into your emails. They are, after all, coming from a human. This goes hand-in-hand with personalization; your email recipients should feel like they are receiving a personal touch — not a mass email targeting thousands of people.
4. Maintain email sender reputation — Too much cold emailing can lead to trouble when it comes to sender reputation. Fintech is an industry dependent on trust-building, so focus on adding value and strengthening credibility. If you’re planning to send an email, ask yourself if it does either of those things before you launch. Too many spam reports could damage your deliverability.
5. Have a strategy — Email marketing for fintechs should not consist of shooting blindly into the wind. Understand what your overarching goals are and map backward from there to understand which email marketing KPIs are most important. Use that data to create campaigns that will resonate with your target audience, which is ultimately more important than hitting numbers.

Email marketing for fintechs continues to be a proven tactic for engaging with prospects and growing the business. Personalizing campaigns can make your marketing dollars go even further. Remember, personalization means much more than adding in a person’s first name in a subject line; it’s about garnering helpful insights from the data on hand to better serve your prospects and customers.

Fintech Email Marketing Strategies

Let’s pause for a moment in honor of email: the channel that keeps on giving. We’ve all been using email as a mode of communication for a while now, and its efficacy is no joke. Fintech email marketing can have an ROI of $42 for every $1 spent with the right team and tools. It’s hard to argue against using email, and it remains one of the top marketing tools around. 

Fintech email marketing can be as simple or complex as you want it to be, though there are certain baseline considerations you need to look at to be successful at any scale. We’ll dig into those below. 

Fintech Email Marketing is All About the List

Your email list is everything. That said, it’s all about quality over quantity. You want to reach out to quality leads who are genuinely interested in your fintech solutions.

But how do you get those leads? 

You have a few options. There are plenty of places to purchase lists (though we strongly recommend doing your research on the company selling the list and the list itself). You can also build your own list using website forms or by offering incentives. And you can always use a hybrid approach. 

Here are a few tips to help you get started: 

Create Targeted Opt-In Forms: Design opt-in forms on your website that capture leads’ specific interests, job roles, and pain points. Tools like OptinMonster or Sumo can help you create engaging forms.

Offer Valuable Incentives: Encourage sign-ups by offering valuable resources like whitepapers, ebooks, or webinars. Make sure your content aligns with your fintech services and the interests of your B2B audience.

Segment Your List: Divide your email list into segments based on criteria like industry, company size, or engagement level. Segmentation allows you to send highly relevant content to specific groups, increasing the likelihood of engagement.

Crafting Compelling Email Content

The flip side to email’s success as a mode of communication is that everyone’s doing it. It’s the reason for things like Inbox Zero and other “email management” approaches. We’re inundated with it! Not to mention the alarming rate at which spam is evolving and creeping in. 

Your emails need to stand out in a crowded inbox and offer real value to your recipients. Here’s how to make your content something your audience actually wants to open:

Personalization: Address your recipients by their names and tailor your content to their interests. Tools like Mailchimp and HubSpot make personalization easy.

Clear and Engaging Subject Lines: Fintech email marketing success can live or die on subject lines alone. Craft subject lines that are concise, compelling, and reflect the content of your email. A/B testing can help you find the most effective subject lines.

Educational Content: Share valuable insights, industry news, and thought leadership content. Be the go-to source for your B2B audience’s fintech knowledge.

CTAs (Call to Action): Include clear and persuasive CTAs in your emails. Whether it’s scheduling a demo, downloading a resource, or contacting your team, make the next steps obvious.

Nurturing Leads with Email Sequences

The B2B fintech sales cycle can be long and complex. Email sequences can help you nurture leads through the decision-making process.

There are a million different ways to proceed when it comes to email sequences. You have to find the right strategy for your audience and their needs. Refer back to your personas to see what might be interesting for the people you’re trying to reach. Fintech email marketing is both art and science, so you’ll need to test, test, and test some more to get it right. Think about how the following might fit into your strategy: 

Welcome Series: Create a series of welcome emails that introduce your brand, highlight your services, and set expectations for future communications.

Educational Drip Campaigns: Develop a sequence of educational emails that provide valuable insights and showcase how your fintech solutions address specific challenges.

Lead Scoring: Implement lead scoring to identify highly engaged leads who are more likely to convert. Focus your sales efforts on these leads.

If you’re still not sure where to start, Dan Martell offers some solid tips in this video:

Timing and Frequency: Finding the Sweet Spot

The timing and frequency of your emails matter. Here are some guidelines to consider:

Test Send Times: Experiment with different send times to determine when your audience is most responsive. Tools like SendinBlue offer A/B testing for optimal timing.

Consistency: Maintain a consistent email schedule to keep your audience engaged. Irregular communication can lead to disengagement.

Analyzing and Optimizing Your Fintech Email Marketing Campaigns

Fintech email marketing success, like everything else, is not a guarantee; it requires ongoing analysis and optimization. You’ll need to constantly evaluate and analyze the results of your campaigns and aim to improve:

Open Rates and Click-Through Rates (CTR): Monitor your open rates and CTR to gauge the effectiveness of your subject lines and content.

Conversion Rates: Track the conversion rates of your emails, whether it’s signing up for a webinar, requesting a demo, or making a purchase.

A/B Testing: Continuously test different elements of your emails, such as subject lines, CTAs, and content, to identify what resonates best with your audience.

Unsubscribe Rates: Keep an eye on your unsubscribe rates. High rates may signal that your content is not aligning with your audience’s expectations.

Tools to Streamline Your Email Marketing

To make your fintech email marketing efforts more efficient, consider using these tools:

Fintech Email Marketing Platforms: Platforms like Mailchimp, HubSpot, and SendinBlue offer robust email marketing features and analytics.

Marketing Automation: Tools like Marketo, Pardot, and ActiveCampaign enable you to automate email sequences and personalize communication.

Email Verification Services: Keep your email list clean and free from invalid addresses with services like Hunter or NeverBounce.

Fintech email marketing provides a direct and personal channel to engage with your target audience. Pair best practices with your audience’s interests to get the most out of it. 

Content Marketing for Fintech

Content marketing for fintech is a key, strategic component of successful marketing. And here’s a cheat code: high-quality content is your secret weapon. It’s not just about churning out articles or blog posts; it’s about creating valuable, informative, and engaging content that captures the attention of your B2B audience. 

Since we just finished talking about fintech email marketing campaigns, we’d be remiss if we didn’t say that those campaigns rely on solid content. In fact, each of the three big facets we’re covering in this article — fintech email marketing, content marketing, and social media marketing — are dependent upon high-quality content to get the job done.

And it’s a big job. Thankfully, there are emerging tools that should help you simplify your operation.

Yes, AI has “changed the landscape” of content marketing, but it hasn’t changed the rules – or people’s preference for real, true, authentic, valuable content that doesn’t sound like it was churned out by a machine that loves the phrase “in an evolving and dynamic landscape.”

Let’s dive into the strategies and tactics that will help you create content that truly shines.

Crafting a Content Strategy for Fintech Success

A well-defined content strategy is the backbone of effective fintech marketing. How you set your strategy will depend on the size of your organization, the resources you have available, and your overarching goals. 

That said, there are a few constants in every fintech content marketing strategy. Make sure you hit each of these as you craft your plan: 

Set Clear Goals: Define what you want to achieve with your content. Whether it’s brand awareness, lead generation, or thought leadership, your goals will shape your strategy.

Audience Research: Continuously gather insights about your target audience. Use tools like Google Analytics, social media analytics, and surveys to understand their preferences, especially as they change over time.

Content Calendar: Create a content calendar that outlines the topics, formats, and publishing schedule. Tools like Trello or Monday.com can help you organize your content plan.

Distribution Plan: Decide how you’ll promote your content. Use social media, email marketing, and partnerships to reach your audience effectively.

This is a fintech content marketing strategy distilled to the max. Since your strategy will be unique to your goals, you may find there are more steps involved. If you want guidance on creating a strategy that helps you reach your goals, check out this, this, or this. 

Crafting High-Quality Content

Content marketing for fintech starts with content and content should be grounded in your audience’s needs and pain points. If you missed it, check out the first piece in this series where we outline the steps for creating outstandingly specific audience personas. You can also reference this and this to get additional tips. 

Content creation should start by asking yourself two main questions: 1) What are the challenges my customers face in the fintech industry, and 2) How can our expertise help them overcome these obstacles?

The answers to those questions are the trunk of your content tree (and if we’re sticking with the tree analogy, your personas, branding, and mission are the roots). You can branch off into a thousand directions that attack every angle of the problems your customers face – and how to solve those problems. 

The next challenge is creating excellent, human-sounding, interesting, valuable content around those topics. There is no silver bullet recipe for creating top-notch content, but there are a few best practices:

Research Extensively: Gather data and insights to support your content. Use reputable sources and studies to back your claims and make your content more credible.

Be Clear and Concise: Avoid jargon and complicated language. Make your content easy to understand for a wider audience.

Tell a Story: Storytelling is a powerful way to connect with your audience. Share real-world examples and success stories that resonate with your readers. Use tree analogies if necessary 🙃. 

Include Visuals: Incorporate relevant images, charts, and graphs to enhance understanding and engagement. Walls of text are tough on the eyes, so break it up with something vibrant and interesting. 

Edit and Proofread: Typos and grammatical errors can chip away at trust. Take the time to edit and proofread your content thoroughly.

Remember, your strategy will drive the type of content you produce and the cadence at which you produce it. 

Creating Graphics and Visual Content

Visual content is like a spoonful of sugar: it helps make content more digestible (and tasty!). It’s also a compelling way to convey complex fintech concepts and capture your audience’s attention. 

Piece of advice: don’t just toss in images to break up text. Be thoughtful in the visuals you use. If you’re creating written content with a lot of data, consider how charts and infographics might make that information more appealing. If you’re telling a story, see how that might translate to video. And if you’re trying to be a little more human, find a great meme to emphasize your point (if that’s on brand for you). 

Here are a few ideas for effectively using visuals: 

Use Infographics: Create infographics that break down complex fintech processes or data into easily digestible visuals. Tools like Canva and Visme can help you design eye-catching infographics.

Invest in Professional Design: Consider hiring a graphic designer to create visually appealing graphics and images for your content. Buttoned-up content performs better and instills trust that you are a professional organization that takes care it everything you do. 

Include Charts and Graphs: When presenting data or statistics, use charts and graphs to make the information more accessible. Tools like Google Charts or Microsoft Excel can help you create them.

Video Marketing in Fintech

Video marketing is another engaging way to connect with your audience and simplify and transform complex fintech concepts. There are hundreds of different types of videos (animated, how-to, interviews, etc.), so you’ll want to think about your goals. 

Animated videos may do well for storytelling while how-to’s are a great way to convey information that involves a lot of steps. Interviews can combine data and storytelling in a meaningful way for your audience. 

Here are a few additional ideas to consider: 

Educational Videos: Create explainer videos that simplify complex fintech topics. Tools like Animoto and Adobe Premiere Rush can help you create professional videos.

Interview Industry Experts: Conduct video interviews with experts in the fintech industry, executives at your organization, or customers. Share their insights and perspectives to establish thought leadership.

Webinars and Live Streams: Host webinars and live streams to engage with your audience in real-time using platforms like Zoom and Facebook Live.

SEO and Fintech: Optimizing Content for Search Engines

Trigger warning: more tree analogies coming. If a tree falls in the forest and there’s no one around to hear it, does it make a sound? If you publish spine-tinglingly great content and no one can find it online, does it even exist? 

Visibility is everything. Optimizing your fintech content for search engines is crucial for attracting organic traffic. What makes this tough is that algorithms are changing all the time. However, some tried and true best practices will make it easier to weather these changes and keep your content ranking. 

If you’re new to SEO, check out this helpful vid from Neil Patel:

Here’s how to do it:

Keyword Research: Identify relevant keywords that your audience uses to search for fintech solutions. Tools like Google Keyword Planner and SEMrush can assist you in finding the right keywords.

On-Page SEO: Optimize your content by including keywords in titles, headers, and throughout the text. Make sure your content is well-structured and mobile-friendly.

Quality Backlinks: Build quality backlinks from authoritative websites in the fintech or financial industry. High-quality content naturally attracts backlinks.

Monitor and Adjust: Regularly monitor your content’s performance using tools like Google Analytics and Search Console. Adjust your strategy based on what’s working and what’s not.

Creating high-quality content is the cornerstone of effective fintech content marketing. Whether it’s blog posts, infographics, videos, or webinars, your content should educate, engage, and resonate with your B2B audience. With every piece of content, ask the question: “What makes this valuable to [your target persona]?” Have a good answer, otherwise scrap it and start over.

Optimizing your content for search engines is a big part of establishing your fintech brand as a trusted authority in the industry.

Leveraging Social Media in Fintech Marketing

Do not underestimate social media marketing for B2B fintech. Social platforms offer a unique opportunity to engage with your target audience, establish thought leadership, and build meaningful relationships. 

Let’s look at a few platforms, tools, and tactics that can help you fine-tune your strategy and execution. 

LinkedIn: The B2B Powerhouse

LinkedIn is the undisputed king of B2B social networking and for a good reason. With over 774 million members, including professionals from various industries, it’s the ideal platform for connecting with decision-makers in the fintech sector. Just listen to the great GaryVee talk about the opportunities available:

If you’re not sure where to start with LinkedIn, try the following: 

1. Create a Compelling Company Page

Your LinkedIn company page is your digital storefront. It should clearly describe your fintech’s mission, values, and expertise. Be sure to:

• Include a captivating cover image that represents your brand.
• Write a concise and engaging company description.
• Showcase your fintech’s achievements, awards, and partnerships.

2. Thought Leadership  Content

LinkedIn is the perfect platform to position your fintech as a thought leader. Here’s how:

• Publish Articles: Share well-researched articles that address industry trends, challenges, and solutions. Aim for quality over quantity.

• Participate in Discussions: Engage in industry-related discussions, offering your insights and expertise. Join relevant LinkedIn groups to connect with like-minded professionals.

3. Sponsored Content and Ads

LinkedIn offers powerful targeting options for B2B advertising. You can:

• Run Sponsored Content: Promote your high-value content, such as whitepapers or webinars, to a specific audience.

• Use InMail: Send personalized messages to key prospects or decision-makers.

• Utilize Display Ads: Target specific job titles or industries with display ads.

Many sales teams also use premium membership options to send more InMail and to gather deeper insights on prospects. Coordinate with sales teams for maximum effectiveness. 

Bonus: Check out a list (and profile links!) of the top 50 Fintech Influencers on LinkedIn here. 

X, the Platform Formerly Known As Twitter

X can be a good platform for real-time engagement and to stay updated on industry news and trends. Here’s how to make the most of it:

1. Share Industry Insights

Post about the latest fintech innovations, regulatory changes, and market trends. Use relevant hashtags like #Fintech, #B2B, or #Finance to expand your reach.

2. Engage with Your Audience

Respond promptly to mentions, retweets, and comments. Building a responsive presence on X is essential for fostering relationships.

Bonus: Get the top 20 Fintech Influencers (with handles!) on X here. 

Facebook and Instagram: B2B Strategies

While Facebook and Instagram are often associated with B2C marketing, they can still be valuable for B2B fintech marketing – if that’s where your audience spends time. I don’t recommend you invest resources on these platforms if you haven’t confirmed that your audience is using them to consume content or do research. 

If they are, here are a few things to consider: 

1. Content with Impact

Share content that highlights the human side of your fintech, such as success stories, employee spotlights, and community involvement.

2. Paid Advertising

Use Facebook and Instagram ads to target specific demographics, job titles, or interests relevant to your B2B audience.

3. Stories and Live Streams

Leverage Stories and live streaming to provide behind-the-scenes glimpses, product demos, or thought leadership presentations.

Social Media Engagement Metrics: Measuring Your Impact

We’ve talked about all the ways to engage your audience on social media, but how do you know for sure that they’re consuming your social content and actually engaging with your organization? That’s where measurement comes in. 

Be sure you’re tracking: 

Engagement Rate: This includes likes, comments, shares, and clicks on your posts.

Click-Through Rate (CTR): Measures the percentage of users who clicked on your links.

Follower Growth: Keep an eye on your follower count to gauge your platform’s overall appeal.

Conversion Rate: Track the number of social media visitors who take desired actions on your website, such as filling out a contact form or downloading a resource.

Social Media Reach: Understand how many users have seen your content.

It’s helpful to set a baseline and evaluate growth quarterly. And stay flexible. If you’re getting good engagement on LinkedIn but X is a flop, redirect resources to LinkedIn. People, technologies, and social platforms change – and your strategy will have to adapt to stay relevant. 

Tools to Simplify Your Social Media Management

Managing multiple social media platforms can be overwhelming. Consider using social media management tools to streamline your efforts:

Hootsuite: Schedule and manage posts across different platforms, track performance, and engage with your audience.

Buffer: Plan, publish, and analyze your social media content from a single dashboard.

Sprout Social: Gain insights into your social media performance, monitor brand mentions, and schedule posts efficiently.

If you’ve done your homework with personas, you should be able to craft a highly targeted plan to effectively reach your audience. This should reduce time wasted on channels and strategies that just won’t work. Remember, adapt. Let analytics guide your strategy and don’t be afraid to try something new, especially if the data (or a well-founded hypothesis) says so. 

Marketing campaigns take on a life of their own. Each organization tends to lean into some tools more than others, but you can’t go wrong with the right mix of fintech email marketing, content marketing, and social media campaigns. Stay tuned for the next piece in the series for helpful tips on PR and (f)influencer marketing.

Want More Tools for Your Fintech Email Marketing Strategy?

Looking for more in-depth fintech email marketing, content marketing, and social media marketing tools and content? Check out one of our helpful guides: 

• Fintech Demand Generation Playbook
• Fintech Customer Acquisition Playbook
• B2B Fintech Lead Generation & Marketing During a Recession
• Fintech Marketing Playbook
• Payments Thought Leadership Playbook
• The Financial Marketer’s Guide to Content Marketing