From start-up to scale-up, as your fintech grows you need a sophisticated yet simple-to-use CRM strategy that will allow you to strengthen communications, build customer relationships and improve operational inefficiencies.
Drawing on the expertise of our Head of CRM, Phil Ireland, this blog will run through the best practices of CRM marketing to help your fintech get to the next level of growth. Let’s dive in.
Consistency is key
All of your marketing assets should be recognisable at a glance. You look at Monzo’s billboards and compare them to their emails, they have the same feel. From your website to your social media channels, everything should be consistent and your CRM activity is no different. With the increase in technology and marketing channels it's likely your audience are on multiple channels, so your branding, tone of voice and overall look and feel needs to be applied consistently everywhere. That means different departments need to collaborate to ensure your email assets mirror every other user touchpoint. Try having daily or weekly stand-ups where all relevant departments are able to collaborate on aspects of the CRM marketing.
Collecting and cleaning data
We know what it’s like when you’re trying to launch a new product. You have 2 billion things to think about on a good day and at the very back of your mind is data collection. But those early stages, when people are signing up to your platform or product, are vital when it comes to gathering information. “When building your landing page or sign-up form, think about exactly what fields you need to include, because it's always easier to get information upfront as opposed to leaving it until later,” says Phil.
Don’t panic, if you’ve realised you are missing vital information, then you could run an email campaign asking users to fill in the gaps to help you provide the best possible service. You’re unlikely to receive the same response as if it was from the initial conversion with that user but you will be surprised at how much information your customers will share with you if you ask nicely.
Remember, keep your data clean. Make sure you’re constantly reviewing your data, removing any duplicates and ensuring you have detailed segments of customers at different stages of their journey in different segments. It’ll make your life so much easier when you try to tailor your communications.
As if there weren’t already enough rules and regulations for fintechs to navigate, the introduction of GDPR and various data protection measures mean all CRM activity needs to meet certain compliance requirements. This means ensuring contacts have given their consent to receive emails from your company – usually achieved via double opt-in – and are easily able to opt-out of future communications.
With 80% of customers now considering the experience a company provides to be as important as its products and services (and 66% expecting companies to understand their needs and expectations) your fintech’s ability to send emails that are relevant has never been more important.
“You could have the best-looking email in the world,” says Phil, “but if it’s going to the wrong audience all that effort is lost. The answer: get to know your audience and tailor your communications to each segment. Similarly, it doesn't matter whether you send one email a week or 50, if it's relevant to that customer or that person they'll open, click and stay subscribed.
“You can check what’s working and what’s not working (in other words, what’s relevant and not relevant) by carrying out regular testing. Whether you focus on the subject line, the content, the call to action buttons or even the time of day you send your email, you need to be constantly learning.”
Remember: it’s not enough to create and automate emails, CRM is also about making use of customer insights.
Create growth with your CRM marketing.
At Growth Gorilla, we’re experts at launching killer CRM marketing campaigns that help you grow. That's why we don't call ourselves an agency. We're a growth machine, and we want to help you leverage that power for greater success. So talk to us. Let us know about your email marketing needs and see how we can help. Visit our website and schedule a call.