{"id":53720,"date":"2018-01-06t17:31:42","date_gmt":"2018-01-06t22:31:42","guid":{"rendered":"https:\/\/48e130086c.nxcli.net\/?p=53720"},"modified":"2018-01-28t17:36:54","modified_gmt":"2018-01-28t22:36:54","slug":"make-newsletters-work","status":"publish","type":"post","link":"\/\/www.g005e.com\/2018\/01\/06\/make-newsletters-work\/","title":{"rendered":"step-by-step: how to make newsletters work for you"},"content":{"rendered":"<p><strong><a href=\"https:\/\/cpatwpe.s3.amazonaws.com\/cpatrendlines\/wp-content\/uploads\/2016\/12\/man-using-the-laptop-in-the-street_sdqxf23dnzg.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright wp-image-50912 size-medium\" src=\"https:\/\/cpatwpe.s3.amazonaws.com\/cpatrendlines\/wp-content\/uploads\/2016\/12\/man-using-the-laptop-in-the-street_sdqxf23dnzg-424x636.jpg\" alt=\"man using laptop at an outdoor cafe\" width=\"424\" height=\"636\" \/><\/a>checklists: 7 benefits and 4 ways to create content.<\/strong><\/p>\n<p><i>by sandi leyva<\/i><br \/>\n<a href=\"\/\/www.g005e.com\/shop\/sl17cgm\/\"><i>the complete guide to marketing for tax &amp; accounting firms<\/i><\/a><\/p>\n<p>one of the most overlooked marketing channels for accountants is a newsletter. the newsletter first started in print at regional firms.<\/p>\n<blockquote><p><b>more small firm growth strategies:<\/b> <a href=\"\/\/www.g005e.com\/2017\/12\/16\/technical-aspects-video-youtube\/\">technical aspects of video and youtube<\/a> | <a href=\"\/\/www.g005e.com\/2017\/12\/08\/cpas-need-video\/\">why cpas need video<\/a> | <a href=\"\/\/www.g005e.com\/2017\/11\/10\/make-google-adwords-work\/\">make google adwords work for you<\/a> | <a href=\"\/\/www.g005e.com\/2017\/10\/13\/trade-shows\/\">make the most of trade shows<\/a> | <a href=\"\/\/www.g005e.com\/2017\/09\/08\/track-online-reputation\/\">track your online reputation<\/a> | <a href=\"\/\/www.g005e.com\/2017\/08\/11\/partnering-referrals-steroids\/\">partnering: referrals on steroids<\/a> | <a href=\"\/\/www.g005e.com\/2017\/07\/14\/measure-client-retention\/\">measure client retention \u2026 against yourself <\/a>| <a href=\"\/\/www.g005e.com\/2017\/06\/16\/take-clients-pulse\/\">take your client\u2019s pulse<\/a> | <a href=\"\/\/www.g005e.com\/2017\/05\/19\/determine-ideal-client\/\">how to determine your ideal client<\/a> | <a href=\"\/\/www.g005e.com\/2017\/04\/28\/3-advisory-services-offer\/\">clients need advisory services more than they know<\/a> | <a href=\"\/\/www.g005e.com\/2017\/03\/26\/10-tips-energy-tax-season\/\">10 tips for more energy this tax season<\/a> | <a href=\"\/\/www.g005e.com\/2016\/11\/18\/marketing-vs-sales-plunge\/\">marketing vs. sales and how to plunge in<\/a><br \/>\n<strong><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-49700\" src=\"http:\/\/4f2bur4nuye2cgakm2rm61qk.wpengine.netdna-cdn.com\/wp-content\/uploads\/2016\/08\/yellow_key_clip_art-e1375897299811-36p-hi-1-e1470686574894.jpg\" alt=\"goprocpa.com\" width=\"39\" height=\"16\" \/><span style=\"color: #b79c00;\">exclusively for pro members. <\/span><\/strong><span style=\"color: #b79c00;\"><a style=\"color: #b79c00;\" href=\"\/\/www.g005e.com\/wp-login.php?redirect_to=\/\/www.g005e.com\/2018\/01\/06\/make-newsletters-work\/\">log in here<\/a> or <a class=\"external\" style=\"color: #b79c00;\" href=\"http:\/\/goprocpa.com\/\" target=\"_blank\" rel=\"noopener\">2022世界杯足球排名 today<\/a>.<\/span><\/p><\/blockquote>\n<p>some cpa firms have not changed much and still cling to their printed newsletter. we suggest you send an email newsletter and optionally send a printed newsletter once or twice a year if your clients are used to it.<br \/>\n<!--more--><br \/>\nemail newsletters have more benefits than most other marketing channels. the only reason they are not ranked higher is they lack the face-to-face component. but that doesn\u2019t mean there should be a delay in your implementation. just look at all of these benefits.<\/p>\n<h3>benefits<\/h3>\n<p>a newsletter\u00a0is one of the few channels that serves multiple purposes and can generate multiple revenue streams:<\/p>\n<ul>\n<li>it contributes toward client retention by helping you stay in touch with clients on a leveraged basis. think of the time you save not having to email or call each individual client. when you send a newsletter, you touch all your clients at once.\n<ul>\n<li>a newsletter partially solves the biggest complaint clients have with their accountants \u2013 lack of communication.<\/li>\n<\/ul>\n<\/li>\n<li>it warms up leads. ninety-seven percent of clients are not ready to buy from you upon first contact. if you don\u2019t have some way to warm them up, you don\u2019t get that revenue.\n<ul>\n<li>grab your total revenue from new clients in the last year, divide by .03, and subtract your total revenue from new clients. (example: $9,000 is your new revenue. $300,000 is your potential and you\u2019re leaving $291,000 on the table.) that\u2019s how much money you are leaving on the table if you don\u2019t have a followup system.<\/li>\n<\/ul>\n<\/li>\n<li>it provides upsell opportunities. it\u2019s a low-pressure way to let clients know what other revenue lines you have to offer them.<\/li>\n<li>it recovers lost clients. it builds back trust you may have lost. it keeps you top of mind with clients with whom you are complete but have future needs.<\/li>\n<\/ul>\n<p>three other benefits not as directly tied to revenue:<\/p>\n<ul>\n<li>it\u2019s an easy way for you to invite people into your other marketing channels, such as when you have an open house, a complimentary webinar or a facebook page.<\/li>\n<li>you can \u201ccut up\u201d or repurpose your article and newsletter\u00a0content\u00a0to use on social media, your blog and other channels.<\/li>\n<li>when you use your newsletter content\u00a0on your website, it increases your search engine rankings and reduces your seo (search engine optimization) expense.<\/li>\n<\/ul>\n<p>you don\u2019t have to have a website to have an effective newsletter, but you will have to have another way to generate a list of people who will get your newsletter, such as networking meetings where you collect business cards. a newsletter is actually cheaper than a website, and although it\u2019s not often done first in a new startup, it could be done that way.<\/p>\n<h3>costs<\/h3>\n<p>this is a low- to medium-cost marketing option depending on how you generate the content\u00a0for your newsletter. a newsletter requires only two components:<\/p>\n<ol>\n<li>a list management system\u00a0such as constant contact<\/li>\n<li>content for your newsletter<\/li>\n<\/ol>\n<h3>your list management system<\/h3>\n<p>one asset that will never be recorded on a balance sheet is your list \u2013 the people who subscribe to your writings and your work. for some internet marketing businesses, it\u2019s the most valuable asset they have. if you get good at this like i have and thousands of others, your list will generate revenue almost every time you send an email out.<\/p>\n<p style=\"padding-left: 30px;\"><strong>tip:<\/strong> even if you don\u2019t plan to send a newsletter, put an opt-in on your website\u00a0to capture leads and to start building your list. i cannot think of one business owner who hasn\u2019t wished they started their list-building earlier. you cannot go wrong, and you cannot get started building your list too early.<\/p>\n<p>for accountants, the software that makes the most sense is constant contact. it allows you to do the two things you need to do:<\/p>\n<ol>\n<li>grow your list. we\u2019ll talk further about tips to do this, but for now, the two most important ways are to:\n<ul>\n<li>add an opt-in box on your website so people who visit can sign up and stay in touch.<\/li>\n<li>enter the emails manually into the system. you should add your clients. for prospects and people you meet at meetings, ask them if it\u2019s ok for you to put them on your newsletter. you shouldn\u2019t just add them; this is spamming and is against the law in most states.<\/li>\n<\/ul>\n<\/li>\n<li>send out the email newsletter. constant contact makes your newsletters look really nice with little effort. the menu-driven screens are really easy to learn and use.<\/li>\n<\/ol>\n<p>please do not try to do this in outlook. outlook only allows you to send your newsletter\u00a0to 50 clients at a time. you must include your address and a way for subscribers to opt out per the can-spam laws. plus, it makes your business look cheap and that you are cutting corners, which is a message you do not want to send to clients and prospects about how you do business. constant contact\u00a0does this all for you.<\/p>\n<p>constant contact\u00a0offers a free 60-day trial and often runs specials for new clients. constant contact is only $15 per month or $153 per year up to 500 subscribers.<\/p>\n<p>i happen to be a gold partner, which means i do receive an affiliate\u00a0commission of about $9 per new account (i\u2019m honestly not sure how much it is; it\u2019s not very much) if you go through this link: http:\/\/www.constantcontact.com\/index.jsp?pn=accountantsaccelerator<\/p>\n<p>last, more disclosure. in-house, i use constant contact\u00a0for service emails to clients (these are your weekly reminders). i use 1shoppingcart.com for marketing and our shopping cart solution. if you plan to grow your list past about two to three thousand subscribers, i recommend you use one of the heavier-duty list management software packages such as 1shoppingcart, aweber or infusionsoft (use the latter only if you are doing more than $1 million in revenue online). i do not care for mailchimp or icontact.<\/p>\n<p>1shoppingcart and infusionsoft are bundled online marketing\u00a0solutions that include integrated email, affiliate and online shopping cart modules with a merchant account and paypal connection. infusionsoft is far more expensive and is called confusionsoft in the industry. if you plan to get into more internet marketing features in the future, you may want to consider these options.<\/p>\n<h3>content for your newsletter<\/h3>\n<p>the purpose of your content\u00a0should be to add value for your reader.<\/p>\n<p><strong>accounting or general business topics<\/strong><\/p>\n<p>the big challenge for accountants using this marketing approach is to keep prospects interested and on their list. although we as accountants love what we do, the people who hire us likely hate it: that\u2019s why they hire us! so we have to constantly think of ways to write interesting articles that help our clients save time and money, rather than list the new tax changes or an accounting rule or even a quickbooks tip.<\/p>\n<p>we have to remember the wiifm\u00a0\u2013 \u201cwhat\u2019s in it for me\u201d that our readers will be asking. also, we need to be clear on who our reader is. some of you have bookkeepers on your list, but what you should really have is the small business owners. you want to write for them. they are the ones making the final decision on hiring you and they sign your check.<\/p>\n<p>i suggest thinking broader than accounting and tax topics. include money, time management, process improvements, workflow, technology and even marketing advice. the top issues of small business owners include things like finding enough time, getting enough clients and motivating employees. if they\u2019ve hired you, they likely don\u2019t care anymore about tax deadlines because that\u2019s what you are supposed to do.<\/p>\n<p><strong>open rate<\/strong><\/p>\n<p>the \u201copen rate\u201d of a newsletter\u00a0is a common metric you will see in email marketing. the software is able to determine which readers actually \u201copen\u201d their emails. the open rate is the number of people who open their emails divided by the total number of people you send it to. the open rate is not the same as the read rate. software cannot measure that. it could be the email was opened, they read the subject line and immediately deleted it.<\/p>\n<p>the average open rate for newsletters across all industries is 20 percent. in accounting, it\u2019s 15 percent. that\u2019s another reason to provide broader content\u00a0than accounting, tax and auditing news.<\/p>\n<h3>frequency<\/h3>\n<p>i recommend you send a newsletter\u00a0at least once a month. every two weeks or twice a month is ideal, and weekly is a good frequency if you also do a lot of promotional emails like i do.<\/p>\n<p>the best time of the day to send your newsletter\u00a0is first thing in the morning. the worst time of day to send one is after lunch because you will get far more unsubscribes. i see so many of you finish your newsletter on friday afternoon and send it out. that\u2019s the worst time to send it. it\u2019s much better to wait until the following week.<\/p>\n<p>the best day of the week to send one out is wednesday or thursday. you can also experiment with sending newsletters on saturday morning. you will get more unsubscribes but you may also get more engagement.<\/p>\n<p>your constant contact\u00a0software (or whatever you choose to use) has a scheduling feature. i highly recommend you write, post and schedule several issues at once to save time. i do it quarterly, at least for bizboost news\u00a0clients.<\/p>\n<h3>format<\/h3>\n<p>there\u2019s no reason that a newsletter\u00a0should be long these days. attention spans are getting shorter every year. remember the newsletters that were multiple pages and multiple articles? if they are too long to read, they will likely get filed into a to-be-read folder instead of read right away. after a few weeks, the subscriber will not have time to go through those emails, so it will be deleted without being read.<\/p>\n<p>avoid all that by doing a couple of things to get your reader to read it right away:<\/p>\n<ol>\n<li>have a great subject line.<\/li>\n<li>keep it short and sweet \u2013 one 300- to 500-word article for the whole newsletter\u00a0is just fine.<\/li>\n<\/ol>\n<p>i know copywriters who spend as much time on their subject lines as they do writing the entire article. that\u2019s how important they are.<\/p>\n<p>i recommend and use a three-part newsletter:<\/p>\n<ol>\n<li>a very short personal greeting<\/li>\n<li>the article<\/li>\n<li>your bio or your company description. this part is the same week after week.<\/li>\n<\/ol>\n<p>here\u2019s a very old sample without the header and without graphics, but it will give you an idea.<\/p>\n<p><a href=\"https:\/\/cpatwpe.s3.amazonaws.com\/cpatrendlines\/wp-content\/uploads\/2018\/01\/leyva_samplenewsletterwhuffie.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-53722\" src=\"https:\/\/cpatwpe.s3.amazonaws.com\/cpatrendlines\/wp-content\/uploads\/2018\/01\/leyva_samplenewsletterwhuffie.png\" alt=\"sample newsletter\" width=\"693\" height=\"1076\" srcset=\"https:\/\/cpatwpe.s3.amazonaws.com\/cpatrendlines\/wp-content\/uploads\/2018\/01\/leyva_samplenewsletterwhuffie.png 693w, https:\/\/cpatwpe.s3.amazonaws.com\/cpatrendlines\/wp-content\/uploads\/2018\/01\/leyva_samplenewsletterwhuffie.png 300w, https:\/\/cpatwpe.s3.amazonaws.com\/cpatrendlines\/wp-content\/uploads\/2018\/01\/leyva_samplenewsletterwhuffie.png 600w, https:\/\/cpatwpe.s3.amazonaws.com\/cpatrendlines\/wp-content\/uploads\/2018\/01\/leyva_samplenewsletterwhuffie-424x658.png 424w\" sizes=\"auto, (max-width: 693px) 100vw, 693px\" \/><\/a><\/p>\n<h3>where to get content for your newsletter<\/h3>\n<p>there are many solutions for finding content\u00a0for your newsletter.<\/p>\n<ol>\n<li>you can write it yourself.<\/li>\n<\/ol>\n<p style=\"padding-left: 30px;\">if you choose this option, a great way to come up with topics is to survey\u00a0your clients and prospects regularly and find out what they would like you to write about.<\/p>\n<ol start=\"2\">\n<li>you can ask others to write guest posts for you.<\/li>\n<\/ol>\n<p style=\"padding-left: 30px;\">i don\u2019t recommend this 100 percent of the time. prospects and clients need to be exposed to your views and voice, or something that mimics them that you can put your name on.<\/p>\n<ol start=\"3\">\n<li>you can have them ghostwritten.<\/li>\n<\/ol>\n<p style=\"padding-left: 30px;\">if you are not a writer yourself or you are too busy, this is a great option.<\/p>\n<ol start=\"4\">\n<li>you can choose a combination of all three options above.<\/li>\n<\/ol>\n<p>our industry offers several client newsletters that are pre-packaged that you can use. i\u2019ve listed a few of them below, including what we offer. most of these subscriptions allow you to publish them as if you were the writer.<\/p>\n<ul>\n<li>bizactions \u2013 open rate is 22.25 percent<\/li>\n<li>clientwhys \u2013 open rate is unknown<\/li>\n<li>mostad \u2013 open rate is unknown<\/li>\n<li>cpasitesolutions \u2013 i am not sure if you can get the newsletter separate from the website<\/li>\n<li>ghostpartner \u2013 open rate is unknown \u2013 this is quickbooks training focused for bookkeepers<\/li>\n<\/ul>\n<p>the tax newsletter i recommend (and receive a commission on) is ed lyon\u2019s wire service, which has a 26 percent open rate. i believe we receive a 20 percent commission: http:\/\/ly\/taxwire<\/p>\n<p>our own newsletter\u00a0is bizboost news, with an open rate of 29 percent: http:\/\/bizboostnews.com\/<\/p>\n<p>one question i get a lot is what happens if a client of yours gets the same article\u00a0from two different places? the odds of that happening are pretty low. they go up when you use the more highly circulated articles, such as from bizactions. but in my opinion, the downside from this is far smaller than the benefits and upside you get from sending any newsletter\u00a0out. it shows your client you cared enough about them to invest in content\u00a0you think they will benefit from.<\/p>\n<h3>build your list<\/h3>\n<p>once you have your newsletter\u00a0in place, it\u2019s equally, if not more, important to focus on building your list. over time, your list will be a huge asset to your company. here are several tips to get started building your list.<\/p>\n<ul>\n<li>start your list by either asking clients\u2019 permission to add them or just add them. it\u2019s legal in either case.<\/li>\n<li>develop a routine for adding new clients. include the task in your onboarding procedures.<\/li>\n<li>as you collect business cards at events, ask people if they would like to be added to your list. if they are not a client, you must ask permission.<\/li>\n<li>add an opt-in box on your website.\n<ul>\n<li>do offer a free report, because hardly anyone will opt in without a prize or incentive to do so.<\/li>\n<\/ul>\n<\/li>\n<li>if you are active in social media, invite your connections, friends and followers by either posting your newsletter link or sending them a message.<\/li>\n<li>add a line to your signature line advertising your newsletter\u00a0and include the link to the opt-in box, which could just be your home page link.<\/li>\n<li>include a note about your newsletter on your business card and indicate where to go to subscribe.<\/li>\n<\/ul>\n<p>hopefully, this information will allow you to decide whether this channel\u00a0is right for you and how to get started.<\/p>\n","protected":false},"excerpt":{"rendered":"<p><strong>7 benefits and 4 ways to create content.<\/strong><br \/>\n<em>by sandi leyva<\/em><br \/>\n<em><a href=\"\/\/www.g005e.com\/shop\/sl17cgm\/\">the complete guide to marketing for tax &amp; accounting firms<\/a><\/em><\/p>\n","protected":false},"author":1345,"featured_media":53032,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","footnotes":""},"categories":[2741,2271,3120,2295],"tags":[1056,6,114,822],"class_list":["post-53720","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-checklist","category-marketing","category-pro-member-exclusive","category-solo","tag-entrepreneur","tag-bsg-business-builder","tag-small-firm","tag-solo"],"acf":[],"yoast_head":"<!-- this site is optimized 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