As an accounting firm, finding enough clients to keep yourself competitive is no doubt a major concern. With accounting being one of the most competitive industries in the world, it’s probably been tough keeping up a quota of clients. The same goes for finding enough hired talent to keep your stellar reputation intact.

A lot of your marketing resources are maybe limited as well, making it all the tougher to find clients you need. Offline (and some online) marketing can often become expensive or too time-consuming.

It’s time to go back to the basics. Did you know email marketing is one of the most effective ways for accounting firms like yours to find the clients you want to serve?

Offering Valuable Content First

One of the first steps in the email marketing chain is to entice those visiting your website to sign up for your email newsletter. The way to do this is to persuade someone to opt-in by giving them valuable content in return.

What kind of content would your prospective clients most want to read, see, or hear? In your website’s call to action, mention you’ll promise to keep sending accounting tips and insights in their email box in exchange for their email address.

Once you have their email, the email marketing can begin. It’s where you can prove your expertise and worth through recurring content.

Techniques for Enticing Readership

When you start sending those emails, you may do so using automation so you capture your audience at just the right times. In crafting those emails, your subject line is where it all starts. It helps to create something eye-catching, especially tips-related material. You’ve probably noticed that “10 Ways to…” is always a good enticement, so don’t hesitate to use something similar.

Short emails are still applicable as it’s been for the last few years. In fact, the shorter you can make it, the better. Generally, 300-500 words work best so you can get to the point and provide the content the reader really wants to see.

How do you address the reader, though? Consider this seriously since you want to make it look like you’re talking to a good friend.

Writing Informally

Even though many people might think of accounting as a buttoned-down profession, try to open up and be more human. Writing in an overly formal way can easily bore the reader and make it look too mechanical.

Write informally if you can and act like you’re talking to a friend for life. After all, when nurturing a working relationship with a client, you want them to become a part of your professional family. When you approach things from this angle, you may gain a client for life.

Still, how do you present the email content you plan to send over time?

Your Content Approach

Making your content as entertaining as possible is essential to avoid your clients opting out too early. Storytelling is a big factor in this, especially something the reader can easily relate to.

Any story about finances and making things easier is going to capture attention. Tell a real-life story of a past client and how you solved a major financial problem for them. You could present this in a simple text piece, or through a video where the client talks about it as a form of testimonial.

Also, don’t hesitate to ask questions in the email where you’ll agree to send tips about a certain problem the potential client has.

How Often Should You Send the Emails?

Most experts say weekends are the best times for clicks and open rates. Regardless, use a service like MailChimp to analyze when people read your emails since you may have to adjust. It’s possible your best readership time is in the middle of the week instead of a weekend after all.

Try to send emails at least twice a month to keep client engagement going. Using your marketing emails to follow up with clients if they haven’t visited in a while is a great way to send reminders.

Looking to capitalise on your email marketing efforts but perhaps lack the time and expertise to do so? Visit us at Outmarket where we can help you find the best email marketing solution for your accounting firm this year.