Email newsletters are one of the most effective marketing tools accounting firms can use to build and maintain genuine relationships with their clients.
They have been shown to generate as much revenue as all other types of digital marketing combined and have the power to keep an audience engaged, drive traffic to a firm’s website and build a firm’s brand and credibility.
For those firms still not giving the focus email marketing deserves, here are seven steps every firm can start taking today to begin reaping the benefits of email marketing in no time.
Build your list
Firms can begin by gathering email addresses from current and potential clients. This step can be difficult and time-consuming, so it’s worth your while to limit it to those who choose to engage.
Segment your list
Firms need to segment their email audience so they can create targeted messages for different groups which can lead to better open rates, lower opt-out and unsubscribe rates and improved deliverability. Segmenting allows firms to separate their list according to geographic region, client behavior patterns, age and more to create content and offers most likely to generate responses.
Plan your content
Firms need to decide on the range of content they’ll be offering via email marketing. Make sure to strive for the balance between 80 per cent informational content and 20 per cent promotional content. Messages that aren’t selling your firm may seem pointless, but they do work to develop brand awareness and build up trust in clients, which can lead to sales in the future.
Analyse the competition
Study what your competition is doing. Sign up to their email newsletters to compare your efforts to theirs. While it is okay to put your own spin on their ideas, always strive for creating original content that readers can’t find anywhere else.
Develop a welcome email
Create a series of follow-up emails for new subscribers introducing your firm, services and website. Start with a warm welcome and follow with a reminder of the benefits of signing up, helpful information about your firm’s services and links to your firm’s website and social media profiles.
Use autoresponders to automatically trigger welcome emails, resend email newsletters that were never opened by clients or send newsletters at regular intervals. Autoresponders can increase a firm;s open rates by 30 to 40 per cent.
Firms should personalise their emails as much as possible. Use information gathered through analytics and surveys to your advantage by recognising client birthdays or referring to previous purchases to make readers feel valued.