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With tax season comes an opportunity for Accountants and CPAs to grow their business and client base. One of the most effective ways to accomplish this is with an effective B2B email nurture campaign. By implementing a strategy to connect with new and existing clients, your firm can cultivate relationships and move companies through your funnel to become tangible income for your business. 

While email nurture campaigns seem to be an easy way to reach your audience, the planning and structuring of this communication effort can be quite complex and dense. This blog will detail why this can be a solid strategy for you to use, what information your audience would like to see, and how you can implement the strategy itself. 


Why Should Accountants Use Email Nurture Campaigns?

One question you might have as a CPA or Accountant is “Why are email nurture campaigns important for my business?”. As a Commercial Lender, many of your clients may not actively think of  your business and services throughout the year, this is especially true for companies that file their taxes through your firm. With an email nurture campaign, you are reintroducing yourself and your offerings to your previous clients, reminding them that you are still here, and ready to take on their needs. 

Another way email campaigns are beneficial to your practice is it reminds your target audience of your service offerings. In addition to tax, your firm might offer personal accounting, lending, or even financial advising. By adding this feature of your business onto a message about their immediate needs, they will be reminded that you can provide services for their other needs once tax season is over. 

Not to mention, B2B email nurture campaigns are a great way to foster new relationships with potential clients that have recently downloaded a content offer from your website, or that have recently completed a consultation with your firm. Cultivating these relationships and providing helpful information to interested individuals can produce qualified leads, and in turn, increase your client base for committed work.


What Information Should You Include In Financial Service Emails?

Knowing what to say in your emails can be tricky. While you want to be helpful and secure more work, you also do not want to be pushy and deter potential clients. You also want to ensure that you are providing information in a way that moves potential and current clients through the buyer's journey. Here is what to include in your nurture campaign:

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1. Offer a Piece of Relevant Content

Offering your audience a relevant piece of content will go a long way with your audience. Whether you provide a graphic, E-book, or a webinar on tax filing 101, your audience will thank you for the knowledge you give them. Providing information on how they can fill out their tax returns, what information they might need for their returns, and guidance on how they are grouped or classified based on state and federal regulations can encourage your audience to refer to your site and services for more information on tax services. 

2. Remind Your Audience of Deadlines

With the hustle and bustle of everyday life, a friendly reminder from a Wealth Advisor about tax season is welcome. Painting your firm and yourself as someone that has a client’s best interest in mind will go a long way in building brand credibility and loyalty. 

3. Inform Your Audience of Your Services

The best way to gain client interest is to let them know you are available to help them! Whether you are sharing your service offerings for tax, financial planning and advising, or individual accounting services, a reminder on what you provide and any questions that are typically asked about those services is a great place to start. You may find opportunities to offer other services to current clients that were unaware of your capabilities.

4. Calls-to-Action Are a Necessity

Solid email campaigns always include a relevant call-to-action, or CTA. Whether this CTA sends the contact to your website to download another piece of content or a request to schedule a consultation, the call-to-action will prompt your target audience to take the desired action. Companies in the early stages of the buyer’s journey should be sent softer pushes to schedule a consultation, opting to download a resource guide to start might work best for your early-stage clients. With contacts who are further in the journey, they should be sent the opportunity to schedule a consultation or book services.

By following a strategy that accounts for where your clients are in their buyer’s journey, you have the steps to create an effective and impactful email nurture campaign. You will be able to reconnect with previous clients and earn back their business while nurturing new relationships with businesses that are in need of your services. 


You’ve Got the What, You Need the How

You have a great email nurture campaign mapped out, now what? The first step is to segment your emails into where fit in with your buyer’s journey and buyer personas. Once you have your emails segmented and divided, you can begin dividing your list of contacts. 

Your emails should be sent to current and previous customers, in addition to individuals from companies that have submitted their contact information to you via content downloads, such as case studies, or consultations. You can categorize these individuals based on what category they fall into. While a lot of your email strategy can overlap, you might find that you need to create a few separate emails to personalize your strategy for each buyer persona and stage in their buying journey. 

Finally, when you should send them depends a lot on when your audience is interacting with you. For introductory email messaging, set up a marketing automation to immediately send an initial outreach message when an individual downloads a piece of your content or submits their information through your website. From there, the contact can be scheduled to receive your next communication efforts. But don’t wait too long! With fast approaching tax deadlines and other companies offering their services, you want to ensure you remain at the forefront of your audience’s mind. 


What Are The Next Steps to Success?

At LAIRE, we understand that tax season brings late nights and booked schedules. You may not necessarily have the time to plan, schedule, and implement the email campaign you have in mind. We can help! Our team of marketing specialists, strategists, and coordinators can take your ideas and turn them into a successful campaign. Meet with us to talk about your goals and how we can help you reach them.


Kelsey Jordan

Kelsey Jordan

Kelsey has over six years of digital marketing experience, helping lead multi-channel strategies and campaigns for clients like Kiawah River and the University of Southern California. She has won multiple awards for her work in content and email marketing.