Email marketing can be a powerful tool for accountancy firms to communicate with clients and prospects. Here are some of the benefits of using email marketing in accountancy firms:
Cost-effective
Email marketing is an affordable marketing strategy compared to traditional marketing methods such as advertising. With email marketing, you can reach many clients and prospects with minimal cost. Email software companies such as Mailchimp offer low-cost and, in some cases, free email packages to encourage businesses to use their products.
Targeted marketing
Email marketing allows you to send targeted messages to specific groups of clients or prospects based on their interests, demographics, or current services they use from your firm. This targeted approach can result in higher engagement and conversions.
Emails targeting current clients, as opposed to prospective clients, tend to have a higher response rate. This is because clients will be more receptive to opening emails from their accountants, provided you do not always bombard them with marketing emails.
Personalisation
Email marketing allows accountancy firms to personalise their messages using the recipient’s name, company, or other relevant information. This personalisation can help you to build stronger relationships with your clients and prospects.
Cross-selling
One of the best uses of email marketing is to cross-sell other services to existing clients. Our blog, ‘Cross-selling tax and accountancy services‘, provides some great ideas on how to do this.
Brand building
Email marketing can help you to build your brand and increase brand awareness about your firm. You can position yourself as experts in your field by consistently sending relevant and valuable content to your clients and prospects.
Measurable results
Email marketing allows accountancy firms to track and measure the success of your campaigns. You can monitor open and click-through rates to understand how your messages perform and adjust as needed.
Follow-up calls
Once an email marketing piece has been sent, you can make follow-up phone calls to clients or prospects who have shown an interest in a particular topic or service they have clicked on. This will help further develop the relationship and allow you to learn more about their interest levels and how you can assist.
GDPR considerations for email marketing in accountancy firms
When sending marketing emails to clients and prospects, you must adhere to the ‘Electronic Mail Marketing’ rules laid down by the GDPR. The Information Commissioner’s Office has provided a guide to email marketing on its website.
Overall, email marketing can be an effective way for accountancy firms to stay top of mind with their clients and prospects, build relationships, and ultimately drive business growth.
Email marketing in action
I regularly write marketing emails for my accountancy clients and suppliers to the accounting profession. In a recent campaign, I wrote an email to launch an accountancy firm’s probate service to their existing clients and remind them about their tax planning services. The outcome was 15 new enquiries, which the firm is following up on and which have already generated additional fees.
The email’s written message, timing, and targeted list of who it was sent to all contributed to this successful campaign.
If you want to send targeted emails to your clients but need help figuring out where to start or what to write, drop me an email. I would be happy to help.
