Email marketing for accountants
Like most people, you’re probably accustomed to receiving countless marketing emails each and every day. How many of these you actually open, read, or simply delete will vary from person to person, with factors ranging from relevancy to subject line influencing your decision on how to act. As such, you may be forgiven for thinking that cutting through the noise of email marketing for your accountancy firm is a wasted effort, but you’d be sorely mistaken.
Is email marketing worth the effort?
Outreach via email continues to be one of the most effective means of connecting with potential clients for your accountancy firm. In research conducted as recently as January 2024, leading email marketing firm Constant Contact found that the open rate of emails providing financial services was an impressive 30.4%. Converting this open rate into click throughs and conversions obviously presents more of a challenge, but from a simple brand awareness perspective, the value cannot be overstated.
Improving this level of engagement, however, is influenced by a number of factors. Arguably the most significant is ensuring that your emails are delivered to the right people at the right time – which is where accessing the most accurate data is of fundamental importance.
Lead generation and cold approaches
The most effective means of capturing relevant and engaged email users is to implement a lead generation form on your website. Having already visited your website, you can safely assume they possess an interest in your services and products. By incorporating a lead generation form – highlighting the many advantages of submitting their information – with a prominent call-to-action, you will be able to capture their information for later use. For instance, if you highlight exclusive content or offers only for those that subscribe, you can expect a number of relevant sign-ups to your email list.
An alternative means of reaching a relevant email audience is through accessing accurate industry data. For example, at Whitefish Marketing, we work with a GDPR-compliant database warehouse that provides up-to-date, sector specific contact details for all levels of employee. As a result, we can help filter contact information according to a range of parameters e.g. C-level contacts within the accountancy sector and with a turnover of more than £2 million. Alternatively, you can choose all businesses within a set location or distance from you, or those with a certain number of employees.
How will this help my email marketing?
Investing in data records can aid in providing you with access to the right audience, with those prospects featured on such lists often already open to contact. In fact, thanks to the introduction of GDPR legislation, you can ensure that you’re only ever reaching those that are willing to accept approaches from your organisation. This not only ensures you are compliant with the latest legislation, but also avoids wasting effort on email marketing to those that will immediately mark your email as ‘spam’. Of course, there will be a number that do this, delete immediately, or request to be removed from your mailing list, but careful targeting can result in increased open rates and click throughs.
Help with email marketing for accountants
To find out more about how email marketing for accounting firms can help your business, liaise with a member of the team at Whitefish Marketing today. As a specialist marketing agency for accountants, we provide all the advice and guidance you need to successfully engage your target audience.
