They need to trust you first. An email newsletter is a great way to share details about your team and how you’ve helped people and businesses just like them and theirs.

So, it’s important that you do it the right way.

Tips for creating a trustworthy email newsletter experience:

• Request permission. This ensures you’re emailing people who want to be emailed. If you skip this step, you’re jeopardizing your newsletter's delivery, open, and click rates.

• Set expectations. Make sure subscribers know what they’re signing up for so they aren’t surprised by what you’re sending, when, and how often. You can easily set expectations in your subscription form by calling it a ‘Monthly email newsletter, covering industry news and tips’. Now they know what to expect and when. And it makes sure people are signing up for what they actually want to receive.

• Provide insight. Don’t use your newsletter as a hard selling tool. This is a platform to provide value and education to your ideal clients. Your goal should be to make them think of you as the expert in their space.

• Don't mislead. Make sure you keep your email body content in-line with what you’ve alluded to in your subject line. Don’t trick your audience with misleading subject lines.

• Make it personal. Clients and prospects want to feel special, so use your email marketing software’s personalization variables to make your emails feel more intimate.

Demonstrate to prospects how you are helping your clients

One of the best ways to show how you are helping other clients is through reliable communication.

By sharing customer success stories in your newsletters, you’re not only demonstrating to prospects how you’re actively providing value to your client, but you’re also showing other current clients how you can help them in other ways.

Consider showcasing one client per email newsletter. You might even begin to create a following for your customer stories, eventually creating it into something your clients strive to be involved in.

Newsletters help with promotions

Your email newsletters can also provide a platform for you to share your accounting firm’s upcoming promotions, pricing updates, and special offers.

Remember: it’s important that you don’t turn your email newsletter into a hard sales tool, so keep this type of content to a minimum. If you’re looking to increase your promotional marketing efforts, consider asking people to opt-in to receiving emails about your monthly discounts.

A solid marketing tool

Along with your firm’s other marketing strategies, a newsletter is an ideal marketing tool to help build trust and grow client relationships.

Remember to track your efforts, including metrics like delivery, open and click rates. This information will help you to identify areas of improvement and opportunities for growth.