Improve client engagement with your company's email newsletter.

The most valuable asset for any CPA, Enrolled Agent or tax accounting practice is the client database. How you communicate with your clients has a direct effect on the amount of client referrals and word-of-mouth results. The biggest issue is developing content and consistently delivering the information your readers actually want.

So when managing your email campaign, make sure you stay consistent. This means sending the updates on a regular basis, whether they are monthly, bi-weekly or weekly. Use the same email address so users know it is from you; it also makes it easier to organize. Include staff news and events you participate in locally. Whatever you do, do not spam. Only send information to those with whom you have a relationship or who have contacted you directly. 

Share your newsletter articles on your social media sites. For consumers, Facebook works very well. For business connections, use LinkedIn. 

Maintaining ongoing communication keeps your name in front of your audience, which increases your chances of coming to mind when they have a questions or a referral. It also reinforces their choice of working with you. It shows that you go the extra mile in your customer service. No one wants to refer someone who is flaky or will make them look bad.

Action Items: 

  • Update your email database with every client contact.  
  • Hire a ghost writer for articles to save time and money.  
  • Find a proofreader or technical reviewer of your material.  
  • Make sure your delivery platform displays mobile and tablet-friendly versions of your email newsletter.  
  • Use marketing automation to make the entire process a breeze.  
  • And, most importantly, show some personality in your marketing communications.

  • Lee Reams II

  • I am a marketing junkie who has spent the last 20 years developing and executing "best in class" word-of-mouth marketing campaigns. With over 10,000 happy clients I think we are on to something. The explosion in web marketing and social media have redefined the way independent professionals market their practices. Follow my blog to see if you can take some of our actionable ideas to market your own practice.

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