email marketing for accountants

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4 Email marketing tactics for effective campaigns

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With 3.9 billion daily email users and 59% saying marketing emails influence their purchase decisions, email marketing is a digital marketing tactic not to be dismissed. So, we thought we’d give you a snapshot of four key points to consider when embarking on an email marketing strategy to help make it truly effective.  

Personalise emails 

Analysing your insights from email marketing campaigns can really help you to customise your emails to answer the needs or your potential customers. Learn when the best time of day to send emails to your target audience is. Know when they open their emails.  

Make sure your tone of voice resonates with your target audience. And, understand what articles are proving most popular with your audience by looking at the click through rate.   

We appreciate that this may take a little time to hone, especially if you are starting out, but if you have a GDPR compliant list of email addresses that have subscribed to hear from you then use your contacts.  

Subject lines 

This is what is really going to entice a subscriber to open your email. What keywords will encourage an open rate? Don’t be clever, sometimes keeping it simple and factual will be more beneficial. Emojis have also proven popular for open rates.  

Remember that you have a warm lead as people will have subscribed to your email list. So, make sure that the title is something that your audience will want to learn more about, people are less likely to open something that they are unsure about.  

Be insightful 

We often talk about the importance of content marketing as part of your inbound marketing strategy to position you as a thought leader in your field.

Use email as your news feed. Bring the latest industry insights to your email subscribers. It’s not just about sharing posts on social media, repurpose your content for emails too. Therefore, add snippets of your blogs with bold call to actions in your email with links back to your articles on your website. Remember an email campaign forms part of your overall lead generation strategy to drive people back to your website.

Create an email template when you start out as this will help you to easily populate it with future content. The format will become familiar to your avid readers which helps with retention.

AVB testing  

Conducting a split test of your email campaign will allow you to get your messaging spot on for your target audience. Experiment with topics, types of downloads or offers so you can understand what works and what doesn’t. 

Email marketing agency resources 

Email marketing Croydon

As a digital marketing agency in Croydon, we’re able to offer businesses across London with inbound marketing support for improved lead generation. Using a suite of tactics including web design and development, email marketing, SEO, Pay Per Click (PPC), social media management through to CRM and marketing automation we provide digital marketing for accountants, professional services firms and local businesses.  

Email marketing

How to use email as part of your marketing strategy

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With a flurry of marketing activity and communication with existing clients when lockdown started, you could be forgiven for thinking that you can start to ease up on your communication. However, now is not the time to stop your marketing.

It’s so important to keep up the informative messages of support that you shared with clients and prospect at early lockdown stages. If your last email or social message was about closing your business or working remotely, you really need to start thinking about sharing up to date news to encourage client retention and new business.  

This is where email marketing can be so effective. With so many people working remotely, email acts as advertising for your virtual shop window. Rather than strolling down the street looking at a shop or business window, the billboard is coming to your email inbox.  

Here’s three tips when considering email marketing as part of your communications strategy.  

1. Targeted email marketing content  

When you write your emails always write to your target audience. It’s always a good idea to think that you are sending your email to one person so you can make content really personal. With relevant content it will help with open rate for a more successful email marketing campaign.  

Our blog on creating an online persona for your business can help you with getting your content really targeted to your audience.  

Remember to offer useful tips and advice, industry insight as well as highlight any relevant offers you are providing that may help their business. 

2. Cleanse your email lists 

With huge changes to businesses due to COVID, cleansing your email distribution list should be high on your agenda.  

If you’ve distributed emails during this time then you’ll be aware of a higher bounce rate then perhaps you have done previously, this will be due to businesses changing staff, furloughed staff and unfortunately companies having to reduce employees.  

Monitor the bounce rate and make changes accordingly. It’s better to have a smaller mailing list of qualified and quality contacts than a large list of emails that don’t reach their recipient.  

All the while you must make sure that your emails are GDPR compliant. Ensure that you have a visible and clear unsubscribe option in the footer when you distribute your email.

If you have a pop-up box on your website to gather email addresses then ensure that you are transparent in that you are using their email for your e-newsletter updates and nothing else.  

We can help you with adding this pop-up call-to-action function to your website to encourage potential customers to sign up to receive your e-shots.

3. Keep in regular contact  

As part of you content marketing plan factor in a weekly or monthly e-newsletter. However regular is up to you. It’s about what you think you can manage to ensure that you remain consistent. If you send a monthly round up of news, then make sure you send this on the first working day of every month.    

As part of this consistency ensure you have a branded email template that you can update each time, this helps with brand awareness, a professional look and recipients become more familiar with you.

A great time saver for content is to repurpose blogs that you write throughout the month. You can edit content down for your e-newsletter. Then add a link with a click through back to the full article to read more.  

Email marketing agency London

We’re a digital marketing company with offices in London and Croydon. We offer a range of inbound marketing tactics for businesses including email marketing for accountants, professional services firms and SMEs.

Book a free consultation with us to chat about your next email campaign, growing your email distribution list and using email as a lead generator.

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