Connor Benedict February 16, 2021 Did you know that a strong email marketing campaign has one of the highest returns on investment of all forms of marketing?
If you want to put together a strong email marketing campaign for your business, you can follow a few best practices — from the timing of your messages to their contents — to be sure your campaign is connecting you with your customers. Making use of a few simple tools can help make your life easier and help you level up your accountant email marketing.
In this guide we’ll cover:
- How to start your email campaign on the right foot
- Tips for writing great marketing emails
- Ways to simplify your email marketing process
- How email campaigns fit into your marketing strategy
How to start your email campaign on the right foot
Planning out a bunch of emails in advance might feel intimidating, but the better you can plan, the more clearly your recipients will understand the purpose of your emails — and the more likely they are to stay engaged.
Start with a warm welcome.
First things first, you need to welcome the recipient to your email list. Nothing makes for a worse inbox than getting a random email with a bunch of information from someone without having had a proper introduction.
When you send out a welcome email, be sure to thank your reader for signing up and assure them that they’ll only get relevant information that won’t clutter their inbox. You need to start on the right foot or they won’t be receptive to the rest of your campaign. Tell them what they can expect in the coming emails.
Offer an invitation to connect.
A few days after sending the welcome email, send them an invitation to connect with you. This email should include links to your social media accounts and any other pertinent points of contact you have. When your audience engages with your company on multiple platforms, you’ll cultivate strong brand awareness.
Your followers will view you as more of a person and less of a company. Plus, it’s always good to get meaningful follows on your social media platforms.
Tips for writing great marketing emails
Your account email marketing campaign is only as good as the emails you send your contacts. If you take the time to write thoughtful, useful emails, you’ll increase your odds that readers will keep opening them.
Be consistent.
Above all else, remember to be consistent with your emails. You know your business, and you know how you can help your customers. If you get stuck, do some keyword research. There are plenty of ideas for your CPA email marketing campaign out there. Just make sure you send your emails consistently. Putting together a calendar might help with the process.
Be sure to maintain consistency in your tone, your voice, the types of emails that you send out, and the timing of your emails.
Keep it brief.
From a customer’s perspective, a brief message is more important than anything else. Remember, your recipients already know who you are. Simply seeing your name will remind them of what you have to offer. The email should be short and sweet, and you should have a very specific message in mind.
After all, your email might pop up as a customer runs from one meeting to the next, is about to pick up their kids, or is just getting off the phone with a client. And, it’s more likely to get read if it’s short
Try emojis — if it fits your brand.
This tip depends on the brands and industries you provide accounting services for. If you have the ability to throw in some emojis, it might work well. Emojis add a level of familiarity to your message. Your email will come across as if a friend sent it over casually.
Using too many emojis detracts from your authority in the industry, so it’s a balancing act. You might want to ask some unbiased third parties about your use of emojis before rolling one out in a new email.
Stick to one actionable request.
Not only should your message be brief, but it should also revolve around one idea. You’re launching a new accounting software? Great. Your email should revolve around why your software is great.
The actionable request should either be to buy the software or to learn more about it — which should lead to the customer buying it. You can keep repeating the request throughout the message, emphasizing it with easy links to click on and follow.
Be sure not to include too many requests, or your core message will get lost in the noise.
Don’t worry, you’ll have opportunities in the future to make other requests.
Choose your subject lines carefully.
Most of your readers won’t know the ins and outs of marketing for accounting firms, but anyone can appreciate a well-thought-out subject line on an email.
The subject line is the bolded text that a customer or potential customer will receive with their email. Your subject line can determine whether or not they open your email.
There are a million things to consider when drafting a subject line, but here is the bottom line:
- Make it personal
- Stick to the point
- Keep it brief
- Entice them to open your email
- Offer something
A subject line that follows these five principles will lead to a higher open rate from recipients.
Give the reader something valuable.
Why should the recipient care about your emails and messages? If you send email after email promoting your firm without offering anything valuable to the reader, they’ll hit the “unsubscribe” button fast.
Your emails can give them tips and hints or offer promotions. People love free stuff. If you give them free information about personal finance, for example, you’re also showing your knowledge of your industry. This makes you more credible, and people will start looking forward to your messages.
Ways to simplify your email marketing process
Your fingers can only type so fast, and there are only so many hours in the day. Figuring out a process that will work on its own will help you find more success for your accountant email marketing campaign.
Set up an automated process.
Automating your email campaign is one easy way to make sure the right people are getting the right messages at the right time.
This list of practical email marketing automation ideas can help you save time and make more money. The more time you save with automation, the more time you have to focus on the rest of your business.
Use tools to simplify the process.
If you’re ready to automate your accountant email marketing, there are a lot of tools available to simplify things. Tools can automate processes, give you key insights, help with social media, and provide templates that you can use.
The more tools you use, the less effort you’ll have to put in. This means time saved on your emails that you can use to focus on other important parts of your business.
How email campaigns fit into your marketing strategy
A strong accountant email marketing campaign can do a lot for your company. By carefully drafting and sending messages to your email list, you’ll get more business and have a stronger impact. These tips and tricks will have you well on your way to rolling out a strong campaign and seeing a great ROI.
Learn more about how to set up an automated email campaign that works for your accounting business with Constant Contact’s free guide The Download.
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