Today, clients are acquired by using different digital mediums. One of the most effective medium that firms use is drip emails. Drip email campaigns involve sending a set of emails automatically as per the fixed schedule. You can schedule an email to be sent as soon as your clients sign up. Another email can be sent after a few days based on different triggers or actions that your client performs. It is not possible to personally put an email across to multiple clients, and hence, email campaign for your accounting firm becomes important. Furthermore, you can generate multiple leads and convert them into clients using email campaigns. Here are a few drip email campaigns for your accounting firm.
1. Welcome Emails
In order to get more clients, you should start by sending welcome emails. You can get your clients to sign up with you once they have gone through your content or reached your website through online ads. Upon reaching the landing page of your website, you can ask them to fill a form where they need to mention their email address. Once you get the email address, you can start contacting them by sending your welcome email. Or, if you have a large database of your potential clients, you can send them welcome emails all at once. Take a look at some examples for writing your welcome email on the web.
Usually, these emails are frequently opened and simple to automate. Through welcome emails, you can introduce your company and its services in a convenient manner. You do not have to provide extra information to them which usually irritate clients. If they find your services valuable, they may reach out to you. Therefore, it is critical for accounting firms to provide a short and clear description in an appealing manner that makes for a perfect first impression.
2. Educational Emails
The next step is to constantly engage your clients by providing them information. The information can be regarding the latest tax policies, tips on improving the financial positioning of the company, implementing the payroll management system and others. The educational emails can also be termed as ‘top-of-mind’ drip emails since you constantly keep yourself on top of your client’s mind by providing valuable information. Accounting firms should take note that the information is valuable to your clients and not spam. Unnecessary information can irritate clients and they may even decide to unsubscribe or worse disconnect any relations with your firm. Furthermore, it is vital that you send these educational emails to relevant clients. For example, if you have a corporate client, it does not make sense to send emails that talk about managing individual or personal taxes.
Educational emails are designed to engage with your prospective clients. Therefore, you need to prevent them from switching to competitors by constantly reminding them about your accounting firm. This type of drip email campaign is for a long period of time and so you need to decide how often you should send these emails. You can get in touch with a specialist online marketing firm to help you decide the frequency of sending educational emails.
3. Up-sell and Cross-sell Emails
You can boost your revenue through up-selling and cross-selling your accounting services. Once you get clients for your accounting firm, you need to build on these clients by selling more to them. For this purpose, you need to up-sell or cross-sell your other company offerings. For example, if you want to up-sell, you can ask your client whether they can upgrade your service from temporarily managing your accounts to permanently managing it. This would mean looking at the collection payments and entering the data in books of accounts throughout the financial year. For cross-selling, you can focus on other related services. For example, if you provide tax consultation to your client, you can pitch in other services like setting up a payroll system, managing accounts, and others.
These email campaigns are undertaken to capitalize on your existing clients. You expand your accounting services and thus, increase your bottom line. Moreover, you do not have to bear the cost of acquiring a new client.
4. Re-engaging Emails
It is not possible that all your prospects turn into clients. Therefore, you need to reconnect with these lost clients and send them reengaging emails. The ultimate aim of this email campaign is to encourage these clients to take a favorable course of action. This can be in form of asking for more information, subscribing to your newsletters, or converting into a client. However, you do not want to irritate or make your prospects angry. Therefore, avoid sending emails on a daily or regular basis. Reengaging emails can be sent at least once in a week. Nevertheless, if there is no positive response after multiple reengaging emails, then it’s recommended that you do not waste your efforts in getting that client. Instead, you can focus the same effort on other clients and get your desired results.
5. Service Focused Emails
As your client begins to respond positively to your emails, you need to focus on giving him more detailed information about your service. At this stage, your emails should be service-focused, that is your accounting services. Therefore, focus on your client’s pain points. For example, if your client does not have an accountant, it would be difficult for him to manage all the transaction. This is where you can pitch in with your service-focused email and tell him how you can solve his problem by providing assistance in managing his accounts. You can even decide to highlight the important features of your accounting services and how it can benefit your client. Also, client testimonials are important and so it is recommended that you have them in your emails. Apart from client testimonials, use data sheets and detailed white papers when you send service-focused emails.
6. Renewal Emails
Through renewal emails, you can remind your clients that it is time to renew their contracts. Do not wait one week before your contract ends. It’s always best that you start triggering renewal emails at least a month in advance. This way you give enough time for your client to go through your email and decide if he wants to continue using your accounting service or not. Moreover, you have sufficient time to send renewal emails periodically with some lag time in between. Your client won’t like if you send renewal email every day a week before the contract ends.
Renewal emails can ensure that your client does not miss out on renewing your contract and prevents him from switching to other competitors as well. If the client does not respond back to your email, then you should call your client and ask if they want to continue with accounting service. It will help you figure out if there’s any problem with your service and accordingly, you can negotiate your contract terms before your client opts for another accounting service firm.
These are some email campaigns for your accounting firm that you can use to attract, retain and develop a long-term relationship with your clients. For a successful email campaign for your accounting firm, you need to understand what kind of relationship you share with your client. Is it a long-term relationship? Is it still in the developing stage? Is it a potential prospect for the future? Once you are able to answer these questions, it will help you to craft a perfect email campaign for your accounting firm and achieve your objectives. Do you need more information on drip email campaign for your accounting firm and ensure it is successful? Then, get in touch with an expert email marketing firm to find a solution for you. Furthermore, it will also help you to compete with big accounting firms online.
Here are some other articles on Accounting Firm Marketing: