Someone asked me which email marketing tool I use in my business and if I had any tips. It was a great question that I was happy to reply to individually, and I figured it would also be an awesome blog post topic to share with you. But first, I’d like to point out the benefits of email marketing for bookkeepers.
Benefits of email marketing for bookkeepers
Email marketing allows you to sell your services on autopilot and reduce the amount of time between a lead becoming a prospect.
By sending consistent email campaigns that educate and nurture your audience, you build relationships that position you as an industry expert they know, like, and trust.
While an email list can be slow to build from scratch, I believe the result is well worth the wait.
5 email marketing tips for bookkeepers that you can use to start, build, and grow your email list today.
1. Choose one day at the same time
Sending your email campaigns on the same day of the week at the same time helps avoid spam filters. It also helps train your audience to look out for and anticipate your next email.
Committing to one day a week is a great way to get started. Once you’ve mastered that, ideally, you want to aim for sending one email campaign per day.
2. Treat your email campaigns as if you are sending them to one person
Your email campaigns should be personal and conversational. While you may be sending mass emails to multiple people at once, your audience should feel as if you are speaking directly to them.
It can be tempting to use your email campaigns to only talk about you and your business to sell your services but outreach emails asking questions or asking for help are a great way to increase engagement and begin building real relationships with your audience.
This increased engagement in the form of email replies increases your deliverability rates (helps keep you out of the spam folder) and allows you to get feedback on your business from your ideal clients so you can continually grow and improve.
3. Remove unnecessary HTML, design, headers, and templates
I’m sure you’ve seen quite a few “fancy” emails in your inbox with all the bells and whistles to promote discounts, flash sales, and more.
While these emails may be great for e-commerce-based businesses promoting physical or digital products, it’s not as effective for service providers.
Removing unnecessary distractions and stripping your email campaigns down to the basics (think a typical Gmail email) seems more personal and helps increase conversion rates and the chances that your audience will take action from your email. For example, visiting your website to check out your latest blog post or scheduling a free consultation.
4. Make it personal – don’t be a faceless brand
The purpose of email marketing is to build, grow, and nurture relationships with your audience to keep you and your business at the top of their mind when your services are needed.
Introducing yourself, sharing personal stories and experiences, using your name instead of your company name, and including your image in your emails are great ways to help your audience connect with you and grow to know, like, and trust you.
When someone signs up for your email list, they are interested in working with you. You can stand out from your competition by being personal and memorable.
Having a specific niche or ideal client for your business makes this much easier.
For example, my ideal clients are virtual bookkeeping moms who consider themselves to be non-techy. My email list focuses on marketing support for those who are growing their businesses while balancing motherhood. I believe sharing my personal stories, experiences, and lessons helps me stand out in a crowded industry of digital marketers.
5. Don’t worry about the “Best” platform to use
I use MailerLite in my business and set up a website integration to help my clients build their list of potential clients. However, I believe the right tool is the one you can afford and feel comfortable using.
There are plenty of email marketing tools to choose from, and essentially, they all do the same thing.
Aside from MailerLite, some popular options include:
Instead of procrastinating and going down the rabbit hole of comparing tools and features, pick one tool and master it. Take action, stay consistent, and measure your results.
Have a question about how you can apply email marketing in your business? Share your questions in the Facebook community and I’ll help point you in the right direction!