Email marketing in accounting firms: What does the future hold?

Your social media involvement and website presence are a vital part of your online marketing strategy. But how does email fit in with all that? There are some who predict the demise of email as a mainstream communications platform as younger generations who favor platforms like WhatsApp, Slack, and text messaging become even more dominant in the marketplace. However, this prediction is almost surely unfounded. In fact, recent research has found that email use worldwide will top 3 billion users by 2020. How can email marketing in accounting firms further your online marketing goals in 2017?


Anecdotal evidence suggests that people hate to receive email promotions. This is why we have spam filters, right? But when people receive promotional offers from businesses with which they already have a relationship, the story changes dramatically. One study shows that 86% of consumers would like to receive monthly promotional emails from companies they do business with. And 15% would like to get these emails daily. Offering discounts, premium news and services to email subscribers is a great way to increase business and engage with clients.

Company news

Clients want to have a relationship with the companies they do business with. By sharing more informal news about the goings-on in your office, you can make your subscribers feel a connection they wouldn’t have otherwise. This is especially important when many of your clients only come in once or twice a year. Better to maintain that relationship throughout the year to fend off natural lulls in engagement and excitement.

Content marketing

There is no better way to promote your position as a thought leader than by sharing your expertise via social media, blogging, and even email marketing. For infrequent site visitors, sending out a monthly digest of your content is a great way to inform and enlighten. Whether you are commenting on national, state, or local tax- or accounting-related issues, sharing your insight on hot-button issues will ensconce your position as an expert in your field.

To see for yourself how email marketing in accounting firms can help attract new clients, sign up for a 30-day trial of CCH Site Builder.


Jonny Rector

Senior Technology Product Manager

All stories by: Jonny Rector

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