Email Marketing For Accountants: Your Secret Marketing Weapon

Kicking butt on page one of Google sounds sexy. I can throw around words like SEO and keyword optimization and local listings — buzzwords in marketing that most business professionals know about but don’t know how to actually do right.

I talked about that in my last email to you. (If you missed it, you can check it out on our blog here.) It’s one of the things we do for our clients, and it’s a foundational piece of good online marketing.

But there’s something else that’s just as consequential to sustaining long-term success, though not nearly as juicy — and that’s regular and relational email marketing for accountants.

Email nurture is the thing you probably don’t realize you need, but that you will never want to go without again once you’ve crossed into the promised land of regularly emailing your list.

– “But Christian, there’s no way people want to hear from me every week.”
– “I know my customers, and they will be annoyed and frustrated with me.”
– “I used to send out a newsletter (or I am right now), and it’s not doing much for me. Why would email marketing for accountants be any different?”

I could go on, but these are really common objections I hear. If your reaction to the idea of sending regular emails to your list of customers, and prospects, is the same as one of the examples I’ve thrown out above, I want to speak to you.

Email marketing for accountants is the secret weapon to converting leads and building trust. You’re missing low-hanging fruit if you’re not investing in this kind of email nurture.

– “I need a Facebook page with viral content.”
– “I need a website that fits my brand and makes me look professional.”
– “I need to start dancing on TikTok for Millennials and Gen Z kids to find me.”(Please send me your videos if this is you!)

All of the above (except TikTok, please don’t dance for the CCP) are things you can aim at and consider trying. I love when a website looks incredibly professional and communicates clearly to the pain of the visitor to the site. Facebook content that is done well should spark conversations and engagement.

But that fruit is much further up the tree than you might think.

So I have a challenge for you…

Decide to employ the email marketing for accountants secret weapon (aka email nurture) with this first step. 

Write a relational email to everyone in your customer database. Just one email. And follow this outline:

1. 1. Write 2–3 paragraphs about what’s happening in your practice, your world, and what you see on the horizon for your clients (deadlines, new changes, etc.).
   2. Write 2–3 paragraphs about a separate topic, like some tried and true principles about how to run a business. Something you can speak to easily, like the importance of not waiting until the end of December to clean up your books!
   3. And lastly a short little sign-off. Maybe an invitation to have a meeting with you to talk more.

Caution: I’m not advising you to send out “tax tips.” This is different.

Write it like you were writing to one close friend. Don’t write like you’re a big corporation. And please don’t CC everyone from your personal email—you don’t want that mess!

I’d love to hear from you on what happens when you write that email.

If that feels like a heavy lift, that’s what we’re here for.