In the latest Practice Builder Publishing survey, respondents overwhelmingly admitted they do not utilize email autoresponders or email services properly. It wasn’t even close with 86% of respondents acknowledging that they have not embraced automated email marketing, while followup questioning indicated that the 14% who do use email marketing for their newsletters rely on the email services of their newsletter service and do not control the segmentation and personalization of the content.
In a simple word, the image of the accounting industry is still one of stick-in-the-mud old fogey’s who wouldn’t recognize modern marketing methods if they got bit in the derriere by one.
Email marketing is not rocket science, but it appears that most accountants look at the implementation of email marketing as some mysterious hocus pocus and not a real science like debits and credits.The image of the accounting industry is still one of stick-in-the-mud old fogey's who wouldn't recognize modern marketing methods if they got bit in the derriere by one. Click To Tweet
You probably are saying to yourself and asking, “I’m an accountant, how can I do email marketing and keep my professional reputation and brand?”
On the other hand, perhaps you already understand that marketing is about sales, and that for an accountant, being perceived as a knowledgeable expert is the key to developing a professional reputation, and you’re wondering about techniques for using an email marketing channel to develop your brand.
Maybe you simply want to gain some useful email marketing tips that you can use to reduce your reliance on outside sources and help boost your existing campaign.
No matter which stage you are in with regard to email marketing, this channel can do wonders in boosting your brand and increasing engagement with your client base.
Email marketing can take many forms, but at its most basic, it consists of sending content directly to your customers’ and potential customers’ inboxes with the aim of increasing engagements, whether at tax time, or year ’round accounting and consulting engagements.
Typically, your email list is going to be made up of people who visited your site and provided you with their email addresses. This can happen because they opted to sign up for your newsletter or signed up to use one of the financial tools on your website, such as your mortgage interest calculator.
There are myriad ways to grow your email list and even more types of emails you can incorporate into your campaigns. You can easily manage your email list and coordinate your campaigns through systems like Aweber or ARPReach.
They provide quality templates and make it easy to keep track of multiple email initiatives at once.
If you’re wondering why accountants should use email into their marketing campaigns, consider this. The ROI you can gain through email marketing is huge. For every $1 spent on email marketing, you should obtain a return of greater than $44. So far in 2017, the median ROI for email marketing is 122%, which is four times higher than other common marketing channels including social media and banner ads.
This is largely because once someone gives you their email address, they have already self-selected based on their interest in your practice and your brand. Therefore, it’s a wise decision to start implementing email marketing into your business plan if you haven’t done so already.
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