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<\/figure><\/div>\n\n\n\n\u201cFinancial education,\u201d says<\/a> Nicole Casperson in a recent Forbes article, \u201cgained newfound cultural relevance in 2020, primarily due to pandemic-fueled lockdowns spurring increased engagement in personal finance content on TikTok.\u201d<\/p>\n\n\n\n Financial literacy is \u201cculturally relevant.\u201d This means that the fintech space is increasingly competitive. You can\u2019t afford to muffle your marketing efforts any longer. You must dismantle your traditional view of finance as something dry and stuffy. Or it will show in your marketing; as a result, in spite of offering space-age solutions, your brand will seem cold and unattractive.<\/p>\n\n\n\n Trust is the biggest impediment to cultivating customer relationships in the fintech niche. Email, since it\u2019s a private platform, gives marketers a fairly strong head start in this regard. <\/p>\n\n\n\n But not if you don\u2019t do it properly. To begin with, it\u2019s incorrect to be using the words trust and credibility interchangeably. A vague understanding of the terminology could also affect your email marketing. Your brand might come off as trustworthy but not credible, and vice versa. <\/p>\n\n\n\n The difference between trust and credibility is this: your attitude as a brand inspires trust. But the content you share with your audience\u2014your knowledge base\u2014establishes credibility. <\/p>\n\n\n\n Speaking of trust and credibility, if you need to design email newsletter templates<\/a> that inspire both, feel free to get in touch with our email design experts today!<\/p>\n\n\n\n Building trust is time-taking. So, prepare your new subscribers with a welcome series. <\/p>\n\n\n\n A welcome series is a great way to introduce your brand. Tell the subscriber your story. Give insights into your journey by providing a timeline of your business. Your goal is to familiarize the subscriber with your brand. To that end, a welcome email is a great opportunity to establish your credentials, define your brand identity, and broadcast your brand attitude. <\/p>\n\n\n\n The following welcome email from Ando should give you an idea. Ando shares their \u201corigin story\u201d with the new subscriber. The copy betrays a light, fun attitude. <\/p>\n\n\n\r\n Image Source<\/a><\/p>\n\t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t \t\t <\/div>\r\n\t\t \t <\/div>\r\n\t <\/div>\r\n<\/section>\r\n\r\n\n\n\n Trust Markers in A Brand\u2019s Email<\/strong><\/p>\n\n\n\n If trust is essentially for the benefit of the brand, building credibility is for the benefit of the customer. That\u2019s key to understanding email marketing for financial services. <\/p>\n\n\n\n Read more: 6 Things Banking Industry Email Marketers Should Keep in Mind<\/a><\/p>\n\n\n\n Your subscribers must realize that you know your niche like the back of your hand. By means of blogs, opinion articles, expert interviews, podcasts, etc. you need to show that you are deeply conversant with, and committed to, your domain. <\/p>\n\n\n\n The following email newsletter template from Better illustrates our point perfectly.<\/p>\n\n\n\r\n Image Source<\/a><\/p>\n\t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t \t\t <\/div>\r\n\t\t \t <\/div>\r\n\t <\/div>\r\n<\/section>\r\n\r\n\n\n\n Credibility Markers in A Brand\u2019s Email<\/strong><\/p>\n\n\n\n Once you have successfully inspired trust and credibility in your subscriber, you are ready to take the relationship to the next level. <\/p>\n\n\n\n You began the journey with a welcome series. It\u2019s important to note that your welcome campaign is also a means to get to know your subscriber better. This will now help you build highly targeted campaigns in order to give your audience what they want. <\/p>\n\n\n\n Offering incentives is an effective way to establish relationships with your audience. As an example, take a good look at the following Thanksgiving email<\/a> from Robinhood Financial.<\/p>\n\n\n\r\n Image Source<\/a><\/p>\n\t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t \t\t <\/div>\r\n\t\t \t <\/div>\r\n\t <\/div>\r\n<\/section>\r\n\r\n\n\n\n Another positive marker of a relationship with your audience, besides pushing financial services through email marketing, is that you always keep them in the know. From the latest events in the financial world to rolling out new features \u2014 educational or promotional, you want to keep your subscribers in the loop. <\/p>\n\n\n\n Starport combines the two aspects in the following email.<\/p>\n\n\n\r\n Image Source<\/a><\/p>\n\t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t \t\t <\/div>\r\n\t\t \t <\/div>\r\n\t <\/div>\r\n<\/section>\r\n\r\n\n\n\n You may also consider gamifying your emails<\/a>. Email gamification results in a 15%<\/a> rise in average check compared to traditional emails. What\u2019s more, implementing reward programs through gamified emails can boost customer lifetime value by 48%<\/a>. <\/p>\n\n\n\n For instance, the following Halloween-themed email<\/a> by Changelly implements email gamification with considerable panache. It\u2019s a gamified reward program. <\/p>\n\n\n\r\n Image Source<\/a><\/p>\n\t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t \t\t <\/div>\r\n\t\t \t <\/div>\r\n\t <\/div>\r\n<\/section>\r\n\r\n\n\n The effects of the 2008 financial crisis are still being felt in the way consumers orient their finance-related preferences. With the expansion of the fintech space, more people are putting their faith in technology than in traditional financial institutions. Consequently, email marketing for financial services has received a boost. <\/p>\n\n\n\n This presents a great opportunity for fintech service providers to gain the trust of consumers by distinguishing themselves from old-word financial solutions. To that end, Valentina Drofa, founder and CEO at Drofa Comms, recommends<\/a> fintech companies to invest in building their \u201creputation capital.\u201d<\/p>\n\n\n\nTrust And Credibility through Email Marketing<\/h2>\n\n\n\n
Inspiring Trust through Email<\/strong><\/h2>\n\n\n\n
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<\/li>Building Credibility through Email<\/h2>\n\n\n\n
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<\/a><\/div><\/div>\n\n\n\nFleshing out And Establishing The Relationship<\/h2>\n\n\n\n
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<\/a><\/div><\/div>\n\n\n\nShowing Your Subscribers You Really Care <\/h2>\n\n\n\n
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