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The Best Way To Market Your Cpa Business Making Use Of Email
If we take a look at some new trends and change the wording from "best practices" to "profit practices," it helps shift our thinking from following the status quo to ensuring our efforts continually generate revenue. What are 7 "profit practices" e-mail marketers can follow that replace the "best practices" they've been slaves to for years? Here are some practical suggestions... A common buzzword in e-mail marketing circles is transactional e-mails. For CPAs these can be real life savers. This is an e-mail sent in response to a visitor's actions on the site. One place where transactional e-mails can benefit a CPA is on your website's service pages. At the very least put an e-mail form at the bottom of all your service pages, or better yet make a special offer. For example you could offer a short report with more information on the subject. Prospects that read that far and respond on that form are very hot leads. Follow up on these inquiries immediately with a transactional e-mail. Transactional e-mails bring in revenues between three and six times higher than bulk mailings from the same clients, states a report from Experian. Transactional e-mails are a key profit opportunity. Another important rule of e-mail marketing is to respect the permission of your subscribers. Don't bombard them with irrelevant messages. When you do this, you risk losing subscribers and the amount of revenue they bring in to your company - which can be very high. Fans of your Facebook page may not feel they have given you permission to market to them through Facebook - so use Facebook and other social media platforms to gain e-mail subscribers. Don't spam. Sending e-mails to people who have never heard of you is pointless. Potential customers who choose to hear from your company and are interested in your products are worth vastly more than those acquired through buying lists or other ways. Exercise restraint. Sending too many e-mails causes people to skip over your messages and to unsubscribe from your list - it's just that simple. If you annoy people with constant e-mails they will eventually get annoyed. Down the road when they actually need a CPA it's unlikely they'll even consider you. Occasional e-mails about a product or a special promotion is okay; force-feeding offers to your customers, though, will turn them off quickly. Treat e-mail marketing like the revenue stream that it is instead of just another number in the marketing budget. This means you should: * Hire the right team * Invest in the right partner and technology * Apply metrics to your efforts to get a clear sense of the benefits The biggest challenge of e-mail marketing is to meet marketing objectives while offering compelling and relevant content in your e-mails. To do this, pay attention to what content customers click on within the e-mails. What prompts them to take action? Will these profit practices change? Just like the "best practices" before them they quite probably will transform as technology and attitudes do. The "profit practice" concept is here for the long haul, though, for the straight forward reason that it allows for this. Article Directory: http://www.articledashboard.com Jim Tourville is the Director of CPA Site Solutions, one of the country's leading website design companies dedicated exclusively to CPA sites. His firm presently provides websites for more than 4000 CPA, accounting, and bookkeeping firms. |
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