The fundamentals of a successful email newsletter

E-newsletters, or email newsletters, are often used to engage leads and clients, promote services and stay top-of-mind for a target audience.

While they are one of the most common types of emails accounting firms can use to market their services, they are some of the hardest to get right.

Here are six things all accountants need to do to help keep their email marketing campaign on the road to success.

  • Establish the kind of newsletter you will send

One of the biggest problems with a firm’s email newsletter is that it can be cluttered and unfocused because accountants want it to support every aspect of the firm. Instead, they should be keeping the focus of an email newsletter to one very specific topic, like self-managed super funds (SMSFs).

  • Ensure content is 90 per cent educational and 10 per cent promotional

Email newsletter subscribers don’t want to hear about your firm’s services all the time. Get rid of the self-promotion and focus on sending educational, relevant, timely information.

  • Outline expectations on the subscribe page

Make sure the subscribe page tells potential subscribers exactly what is in your firm’s newsletters, as well as how often they are sent.

  • Use one primary call-to-action

Pick one call-to-action (CTA) that you would like your subscribers to do, whether it involves clicking through to see a blog post or forward the email on to a friend. Simplicity is key.

  • Keep content to a minimal

Concise email content is key, as the point of most email newsletters is to send readers elsewhere (e.g. website or blog) to consume the whole piece of content. Concise copy also gives readers just enough information so that they want to click and learn more.

  • Make it easy for people to unsubscribe.

This may seem counter-intuitive, but it is vital if firms want to maintain an active, engaged subscriber list. Having a clear unsubscribe process can help ensure firm emails aren’t marked as spam.

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