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First of all, email is not dead

Some people might be trying to move away from email by trying things like Slack and messaging, but email is still very effective. Data shows that professionals are still living out of their inbox and most of what they do comes from email. 

That being said, email can be annoying. They can easily be ignored and make people mad, so you (as the sender) want to be very careful when crafting a message for an email campaign. 

Wanting to grow your firm by getting in front of new people? We created this video for you.

1.Have A Purpose

If you want to get through to someone, be sure to prove your point in the email. Make your purpose known right off the bat. 

2. Have A Next Step

If someone reads your email and you do gain their attention, you won’t have it for very long because they are ready to get out of their mailbox. Be sure to have a crystal clear action step (here’s what you do now) for the receiver to follow.

3. Be Direct 

There’s no need for a long story/intro, those will most likely be ignored or deleted. Instead, be direct. The subject line should summarize what the email talks about in just a few words. The email should not include any fuzzy (or “sales-ee”) language, instead getting straight to the point.

4. Context

As much as you can with emails, don’t be generic and offer a “one size fits all” message. Offer context and some sort of personalization, (for example, “Hey (name)” ) Explain to them:

  • Why you’re sending the email
  • Why you care about them
  • Why you know something that can help them/their business

Personalized messages have a higher chance of engagement and a lower chance of being ignored. 

Do email marketing, and do it right by:

  1. Having a Purpose
  2. Having a Next Step
  3. Being Direct
  4. Adding Context 

For more helpful information about growing your accounting firm we put together a Complete Guide to Accounting Firm Marketing. Find it at

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