7 Ways to Use Email Marketing for Accounting Businesses


11 min


January 18, 2024

Digital communications have evolved way past an email here and a newsletter there, especially in the aftermath of COVID-19. Email marketing has become a powerful tool that offers direct connections between brands and consumers, with impressive results.

For accounting firms, navigating the complexities of financial services and leveraging the potential of email marketing can be a game-changer. But how can accounting firms utilize email marketing?

Let’s get into more detail.

email marketing efficiency

Email Marketing: Is It Important for Accounting Firms?

Upon first glance, one could claim that email marketing is not an accounting firm staple, as it’s used more as a means to promote products. But this would be false.

Email marketing is a versatile tool after all. Marketing professionals, entrepreneurs, and solopreneurs have been using it to showcase their services, engage with their audience, and even scale their businesses.

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What sets it apart is its ability to deliver tailored content directly to the inbox of potential or existing clients, be it a newsletter or some pearls of wisdom and educational content. And when we’re talking about accounting firms, email marketing becomes the perfect platform for delivering financial insights, updates, and services directly to clients.

Email marketing is a strategic communication channel for accounting businesses that allows financial firms to remain top-of-mind and relevant, share their expertise, and utilize tailor-made content that enhances the overall customer experience.

Not to mention that timely updates, reminders, and crucial information like tax regulations can be delivered straight in the customer’s inbox, thus helping with customer retention and relationship building.

After all, it’s one thing to simply communicate, and an entirely different thing to reach out to your audience in a way that’s useful to them.

Now, let’s see all of the practical tips to get you started.

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7 Ways Accounting Businesses Can Use Email Marketing

Accounting firms are seemingly immune to marketing tactics; after all, it’s not the first industry that will come to mind, and, at the same time, it’s difficult to navigate the world of finances without dedicated accounting services – even as a member of the general public.

But, as with any business, accounting firms need new leads, nurtured repeaters, and revenue. Let’s explore the ways email marketing can help with these aspirations.

1. Attract Valuable Leads

Building and maintaining an effective email marketing campaign begins with a specific foundation: Valuable leads. But how can you attract them? Even better, how can you attract, maintain, and nurture them?

The first step would be to create valuable lead generation materials, such as subscription forms and landing pages. These will be the gateway to your email list – but more on that down the line. 

Of course, creating lead generation materials isn’t a direct email marketing action. Meaning that it could potentially call for two different tools for small businesses, one for email newsletters, and one that can support your lead generation efforts. 

But this is 2023, and a plethora of newsletter tools, such as Brevo, AWeber, or Moosend, allow users to create lead-gen materials to attract more valuable leads.

Once you create your landing page or subscription form, make sure to use a lead magnet. Lead magnets are valuable incentives offered to potential subscribers in exchange for their email addresses. 

They could be a downloadable tax planning guide, a financial checklist, or exclusive tips based on the prospects’ core pain point. The key is to offer something relevant and valuable that aligns with your audience’s interests.

Once you get enough prospects, start the process of understanding your target audience and identify their pain points. Your target audience includes both current clients and prospects that you’d like to attract and hold on to. So, firstly break down your client base into segments. You can use any criteria, demographic and psychographic.

Following this, delve into market research tailored for small businesses to further refine your understanding of these segments and their unique needs.

demographic and psychographic criteria for email marketing

(Source: freshworks.com)

These factors will allow for more tailored and relevant communication, as well as lead nurturing down the line.

You can go for information based on factors like industry, business size, or specific services utilized. As an accounting firm, segmenting based on location is also important, seeing as different regulations apply to different regions.

Segmentation will also allow you to identify the challenges and pain points your clients face, address their concerns, and establish your firm as a creditable solution provider.

And since not all communication is the same, the act of segmentation allows for more tailored and relevant email content that actually addresses your recipients’ problems.

Of course, this should be a staple for each user, whether they’re new or have been with your brand for a long time.

2. Craft the Right Type of Accounting Content

Email content that attracts attention can bring a lot more value than simple cold outreach. This is why it’s at the core of every successful email marketing strategy.

Personalizing your subject lines would be the first step towards that direction. Personalization is what makes subject lines get opened. This is something that is widely known in the marketing world, but sometimes, accounting businesses tend to overlook that piece of information.

Utilize any data you may have. The recipient’s name is a very useful tidbit that you should take advantage of for your subject line, but it’s not the only thing you can do:

  • Refer to past interactions with your brand
  • Tailor the subject lines to a specific event
  • Point to a specific piece of information in your subject line that references a specific regional regulation

After that, make sure your email’s content delivers on the promise made on your subject line. You’ll need to be clear, concise, and informative, with a unique value proposition that will allow users to understand why you’re the ideal candidate to address and help with their pain points.

Another crucial point at this step is understanding and aligning your messaging with your unique brand tone. If you’re an accounting firm that’s approachable and laid-back, utilize this to your advantage. Refrain from alternating between different tones.

This, however, doesn’t mean that you don’t need your tone to be adjustable. In this case, segmentation by age would help a lot, as it would allow you to understand how you need to address each consumer.

Your body copy should be filled with actionable advice that showcases the breadth and depth of your accounting services. From tax planning to simple consulting, your emails should be comprehensible and use verbs that can take the reader through point A, point B and up to your CTA in a manner that feels natural.

And don’t shy away from sharing success stories, case studies, or client testimonials. This will help you build credibility and instill confidence in your services. Demonstrating your knowledge and experience reinforces your position as a trusted partner in financial matters.

Lastly, invest in a platform that allows you to create valuable visual content. Infographics, how-tos, or even short videos straight from your YouTube channel with interesting and useful tips could be staples in your email marketing campaigns.

3. Encourage Engagement

A meaningful connection is a two-way street. This is why email marketing is so important for accounting firms. It allows users to interact with the accounting firm of their choice and understand how it can benefit them, while the firm itself understands the clients’ needs.

To encourage customers to engage with your emails, you can incorporate a number of elements and tactics:

  • Surveys
  • Polls
  • Testimonial requests
  • Exclusive content

Transforming your emails from static messages to dynamic interactive experiences will give you the opportunity to gather feedback on your services and engage clients actively. It will also give you some much-needed data and insights into the ways your existing clients use your services.

Utilizing the power of client feedback will allow you to build trust and credibility. At the same time, sharing experiences with reviews and testimonials will make it easier for satisfied clients to enhance word-of-mouth marketing.

Prompting feedback and reviews through polls and surveys will not only create a positive online reputation for your accounting firm, it will also give you the opportunity to gather and manage data in a way that will ultimately transform information into an actionable marketing plan.

Elevating engagement through exclusive content is also something you need to consider when talking about your accounting firm’s email marketing plan. Let’s assume that you’re holding a webinar with a niche topic. Create exclusive invites that emphasize the personalized nature of your engagement.

After you complete any of the above actions, forge a connection that transcends one-way communication by encouraging replies, asking for feedback, or providing additional insights. This will allow you to address client concerns promptly and foster trust down the line. Use email as a platform for ongoing dialogues that prove your commitment to your clients’ financial success.

Interactive elements, feedback, exclusive invitations, and two-way communication can help your email marketing strategy evolve into a dynamic tool for client engagement. These initiatives not only strengthen existing client relationships but also contribute to the growth of your accounting firm through positive word-of-mouth and enhanced client loyalty.

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4. Use Marketing Automation

Marketing automation is at the very heart of email marketing, as it allows you to manage your resources effectively by automating repeated tasks, allowing accounting firms to streamline communication, nurture leads, and enhance client retention seamlessly.

Marketing automation tools like Moosend and Mailchimp are designed to save time, enhance consistency, and deliver targeted messages efficiently. Marketing automation tools allow accounting firms to schedule regular newsletters, updates, and personalized messages based on predefined triggers.

If you send an invoice to your customers via email, you can also use free invoice generator that automates the creation and sending of these invoices on your behalf.

This methodology nurtures leads and nudges them gently further down the funnel while retaining clients at the same time. Strategically sending a series of pre-designed emails based on user actions allows accounting firms to guide prospects through the decision-making process.

For example, let’s assume that an accounting firm initiates a drip campaign for new leads. This will start with a welcome email introducing the firm’s services. The emails that will follow could provide insights into tax planning or some financial tips, and eventually lead to a personalized consultation offer. This will create a seamless journey from retention to engagement.

Another benefit of email automation is that it can be highly personalized. Tailoring automated messages based on client behavior can give you unique insights into what each user wants from your accounting firm. Automation tools can track how clients interact with emails and allow firms to send targeted content that increases engagement.

Incorporating email automation into your email marketing strategy not only boosts efficiency but also ensures that your communication remains relevant and timely.

Explore effective strategies for integrating AI technology into accounting and finance to streamline processes and enhance decision-making.

Email marketing tools

5. Promote Marketing Actions and Educational Content

Now, as marketers, we know that email marketing requires a thoughtful blend of promotional initiatives and educational content. And there’s no better way to do it than a dedicated email marketing campaign.

So, start seasonal. Creating seasonal promotions can instill a sense of urgency and drive client interest. For instance, send out an email highlighting a limited-time discount during tax season. Promote tips and tricks on tax preparation as a way to educate your audience and then ensure clients are aware of the special offer.

Exclusive accounting services discounts shouldn’t be a privilege only for a business’ financial system. Don’t shy away from offering exclusive discounts to individuals as well. Craft an email that communicates a special discount code or link for accounting services. 

Content like that one might not be highly educational, but it will establish the idea that being part of your email list comes with tangible benefits, as well as helpful information one might need down the line.

But let’s assume now that you want to promote your new accounting services. Create an email marketing campaign to generate awareness. Introduce the new service through a landing page, outline the benefits through a dedicated email campaign, and entice users by offering an initial discount for early adopters. This not only informs your clients but also encourages them to check out your new services for themselves.

Of course, never forget to urge users to refer their social circle to your business. Referrals are a powerful way to grow your client base. You can encourage referrals in exchange for a referral discount – no need to use something that will break the bank, even a small 5% discount on their first consultation will do. Frame the message around mutual benefit and showcase the value both parties can gain.

But let’s talk a little about educational content. Educational content is a cornerstone of building trust and positioning your firm as an authority.

You could start by sending out regular emails with bite-sized insights into industry trends. For instance, you can share a quick tip on navigating tax deductions or alert clients to upcoming changes in financial regulations.

Couple these emails with exclusive webinars or workshops. You can create and send personalized invites to your email subscribers for a webinar on effective tax planning strategies and establish your authority while you’re at it.

Of course, to achieve being considered an authority in your field, you’ll need consistency above all else. Regularly send out curated articles or thought leadership pieces via email, reinforcing your role as a go-to source for industry insights. This ongoing communication builds credibility and strengthens the trust your clients place in your expertise.

6. Ensure Compliance

As an accountant, you know that you’re using sensitive data – even more so than marketing professionals. Compliance, therefore, is of utmost importance when it comes to email marketing for accounting firms.

Compliance begins with a clear understanding of email marketing regulations. Familiarize yourself with the CAN-SPAM Act and GDPR to ensure your email campaigns align with legal requirements and are kept away from the spam folder at all times. One way to do so is to ensure that your emails include a valid email address and a clear opt-out method.

Respecting your clients’ preferences is paramount. Implement concise and clear opt-in mechanisms that secure consent before adding individuals to your email list. Double opt-in is your friend in many cases, while a straightforward unsubscribe button in every email is paramount, as it allows subscribers to easily unsubscribe if they wish. This transparency not only complies with regulations but also builds trust with your audience.

Of course, protecting client data is, first and foremost, an ethical obligation. Outline and communicate your data protection policies clearly and use secure methods for storing and transmitting client information.  Also, be really careful when buying email lists and make sure you’re only purchasing verified contact lists.

Also, never forget to stay up-to-date. Laws and regulations evolve, and staying on top of these changes is non-negotiable. Regularly review legal updates related to email marketing and adjust your practices accordingly. Being proactive in understanding and implementing changes ensures that your email marketing efforts consistently meet legal standards.

7. Measure and Optimize

Accounting firms might not be marketers, but this doesn’t mean they don’t need to measure success and optimize campaigns whenever possible. Strategic analysis is imperative if you want optimal performance.

Start by closely monitoring your KPIs. This will allow you to hack into growth by understanding the effectiveness of your email campaigns. Track open rates to determine how many recipients are engaging with your content and your CTR to measure the effectiveness of your content, your verbs, and your CTAs.

For example, if you notice a spike in open rates during tax season, consider tailoring your content to take advantage of the users’ interest. You can create and curate an email campaign dedicated to timely tax planning tips.

Analyze the content that resonates most with your audience. This will be evident by metrics like the specific links clicked. Identifying patterns in client behavior provides valuable insights into their preferences.

Using the insights derived from analytics to fine-tune your email marketing strategy is paramount. If certain subject lines or content types consistently perform well, replicate these successes. 

For example, if you notice that emails sent on weekdays garner better open rates, or educational content is more popular, use these pieces of information to your advantage and adjust your approach accordingly.

revenue per recipeint email marketing

(Source: moosend.com)

Of course, none of the above is valid without some vigorous testing, so never shy away from A/B testing everything you can. A/B testing, or split testing, is a powerful tool to refine your email strategy. Experiment with variations in subject lines, content, or visuals to determine what resonates best with your audience. Use the results to fine-tune future campaigns.

The Takeaway

To sum it all up, successful email marketing for accounting businesses is a blend of strategic elements, a focus on long-term relationships, and a commitment to adaptability. 

By incorporating these principles into your approach, your accounting firm can utilize the power of email marketing the same way an eCommerce store can, fostering meaningful connections with clients and ensuring sustainable success.

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Senior Content Writer at Moosend

Téa Liarokapi is a Senior Content Writer for Moosend, an email marketing and marketing automation platform, and an obsessive writer in general.