CPA email marketing should be a major focus for your firm in 2022. When you rely on a third-party website to stay in contact with your clients, such as Facebook or Instagram, you don’t own your own contacts.
Email marketing empowers your firm by allowing you to:
- Own your contacts
- Nurture leads
- Maintain touchpoints
Facebook and Instagram were down in October 2021, and billions people quickly realized just how much we rely on social media in our day-to-day lives. We don’t suggest leaving social media, but we do recommend building up your email marketing list.
CPA Email Marketing: How Email Lists Help Your Firm Grow
Every day, 99% of email users will check their inboxes. Some users check their email 20 times per day. When you have an email list that is engaged, you’re able to get in front of your target audience using a medium that they prefer.
Remember, every subscriber on your list opted into your list, meaning they want to consume the content your firm produces.
When you have an active email campaign in place, you’ll:
- Attract leads to your business
- Build up your credibility and authority
- Educate and nurture leads
- Stay in contact with existing clients
A CPA’s email marketing list may include potential leads in all areas of the buyer’s journey. Your mails may nurture someone looking for information and comparing accountants to the point that they eventually become clients.
Alternatively, you’ll keep in close contact with current clients and have an easier time retaining them, thanks to your email list.
If you segment your list, you can also opt to send one segment nurturing emails and the other emails on how your service is changing in 2022. Email marketing campaigns are extremely powerful forms of marketing, and you benefit from owning your list and contacts.
An email list can be one of your firm’s most valuable assets, but you need to build your list first.
How to Build Your Firm’s List
You need an email list, but where do you even begin to get subscribers? For many firms and businesses, the biggest sticking point for them when creating a list is that they have zero subscribers.
However, with a few simple techniques that we use to help our clients grow their lists, it’s possible to start growing a highly targeted and responsive list today.
These a just a few, of many ways, you can grow your email list?
- Utilize your current clients. When you send them a follow-up email or something else, be sure to have a link to your newsletter. You can also message clients and invite them to join your list to get exclusive content from your firm.
- Offer lead magnets, such as a free eBook, to people who subscribe to your list on social media.
- Add a section on your site that allows readers to opt into your email list.
- Run paid ads on both social media and search promoting your lead magnets.
- Add a chatbot to your website that allows people to rapidly opt-in to your list.
A staggering 72% of your clients prefer email as their main form of communication. If you continue to promote your list and create engaging content, your list will grow. However, once you have a list, you must nurture it to keep subscribers interested.
Nurturing Your List 101
Roughly 93% of B2B marketers state that email is a leading choice of content distribution. What does this mean? You should look at the content you already have and start sharing it with your list.
Nurturing your list is possible when you create a content calendar that includes email marketing.
For example, we’ll use this very blog post to create a newsletter surrounding this topic and promoting this blog. Of course, you can nurture your list with unique:
- Targeted content
- Targeted promotions
You’ll have a good understanding of whether your emails are working properly by the open rate. Every list is different, but in 2020, the average open rate was 18%. If you’re not hitting high open rates, you need to take a strategic approach to retaining your subscribers and their attention.
How Often Should You Send Out Emails when it comes to Email Marketing?
Unfortunately, there’s debate on the exact frequency to follow. You’ll find some marketers who recommend sending daily emails to your list, but we prefer to send 2 – 4 emails a month to your list to start.
Once you have processes in place to send emails and create content for your list, you can adjust your frequency as you see fit. Review your reports and adjust accordingly.
How to Create Content and Save Time
You’re busy running your firm, and creating content for your email marketing list can be extremely time intensive. Consider outsourcing your content creation to save time.
Finally, nurturing your list means providing immense value to your subscribers. You can always upsell to current clients or send out a periodic promotional email, but you need to make sure that it adds value to the list.
Additionally, segmenting your list can help you avoid upselling to clients who are already using your service.
Strategically Retain Subscribers
While not high, the average unsubscribe rate in 2020 was 0.1%. Retaining subscribers and clients means staying in touch with your audience. You’ll want to do a few things here:
- Send thought leadership content to your audience
- A/B test emails to see what’s working and what’s not
- Survey your subscribers to ask what type of content they would prefer to receive
If you allow your email list to go stale, you’ll end up losing subscribers, or when you restart your campaign, you’ll find the list is less responsive. Retaining subscribers means continuing to send emails that truly add value to their business or life in some way.
Your list will take time to grow and nurture, but it’s worth the effort to build a highly responsive form of marketing where you own the contacts.
If you don’t have an email list already, today is the right day to begin setting up your list. The list you create today can help your accounting firm maintain a steady flow of clients in your pipeline.