Email Marketing for Accountants and Bookkeepers

Eric Greenspan Marketing, Practice Development Leave a Comment

Facebook and Twitter are fabulous tools for keeping in touch and informing friends and followers of what’s happening in your life and work. Whether it’s a simple update about a school play in which your daughter has the non-starring role or your secret life that mirrors Walter Mitty’s, we use these two tools (and Google+) to share and engage. Let’s face it though, it’s a ton of work and more importantly, it takes time–lots of it. Email marketing remains the best option.

Even in the age of social media marketing, the tool of choice remains email if your goal is to move people to action and drive sales. Email still hits the closest and it just works and with less time commitment. We often check our Facebook and Twitter and Instagram and others, but we devour our inbox. Alison Ball of Intuit recently posted on Twitter something to the effect of “Only 300 more emails in my inbox.” The point she is making is that she will read and deal with each, whether to trash it, file it or respond. It’s how email works. We can’t let it go. We have to respond. While a Facebook notification or Tweet is also important, when it hits our inbox, it must be read. Its how we have been taught and reluctantly now how we are wired.

The big challenge is finding the inbox or the email address of the right prospects. Buying a list is a numbers game and can harm your brand and piss of your bulk email provider, like the folks at MailChimp, who scold and cancel accounts based on this behavior. Building a list is tons of work but it can pay off. The best solution is to gather email addresses from people who are willing and wanting to give them to you. These are the truffles, the champagne and the caviar. Fill a list with “opt-in” email addresses and watch the results fly!

So how do we gather email addresses? Here’s a few tips, if you are willing to give it a try.

1. Subscribe by email is quintessential to any blogs ability to properly market to its followers and likely customers. Enable it and make it simple and easy;

2. Give content or something else of value away in exchange;

3. Offer your service for free, as a trial, all along collecting email addresses;

4. Popups can work, if done correctly;

5. Make contact forms readily available for your visitors to communicate with you and ask questions;

6. Offer your email address publicly. People will email you. Voila;

7. Send GREAT content and be careful. Follow Gary Vaynerchuk’s Jab, Jab, Jab, Right Hook strategy;

Creating an email campaign isn’t easy and it takes time, patience and intelligent planning. Having built many of these lists and campaigns for companies and subsequently driving millions of dollars in revenue through the door, I can help you too.

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