Accountant newsletters are one of the most effective ways to engage clients and potential new clients and build trust. The key question is: how often should accountants send newsletters?
Marketing experts agree that consistency is crucial. Sending newsletters too frequently can overwhelm recipients, while infrequent updates risk losing engagement. The best approach is to choose a schedule and stick to it. Here’s a look at the different options:
Weekly newsletters: too much?
A weekly newsletter can be effective, but it’s difficult to maintain without dedicated content creation resources, and is likely to result in higher unsubscribe rates because clients start feeling bombarded.
The ideal balance: Monthly newsletters
A monthly newsletter is the ideal balance. It keeps your firm constantly visible without overwhelming your clients. Sending a newsletter once a month ensures that your updates are consistent, engaging, and valuable. It gives you enough time to plan and create high-quality content while still staying in touch with clients regularly.
With a monthly schedule, you can cover a variety of topics, from tax deadlines and regulatory changes to business insights and financial tips. It also allows you to develop a natural rhythm with your audience—they come to expect and look forward to your updates, rather than feeling like they’re receiving too much or too little communication.
Monthly newsletters from your accounting firm will also tend to have higher open rates compared to weekly emails, as clients find the content more valuable and relevant.
Quarterly newsletters: Too infrequent?
This approach risks losing brand recognition—clients may forget about your firm between issues.
Since accountant newsletters are meant to reinforce relationships and offer valuable and timely financial insights, limiting communication to just four times a year isn’t ideal. A well-crafted monthly newsletter will always provide more impact than a quarterly one.
Ad hoc newsletters: A supplement, not a strategy
Occasionally, firms may need to send urgent or time-sensitive updates outside their regular schedule. For example, if there are sudden tax law changes or financial policy updates, an ad hoc newsletter makes sense. That’s why at AccountingDotNews we offer newsflashes, for those important updates that just can’t wait for the end of the month. However, this should be a supplement rather than a primary strategy—clients appreciate predictable, routine updates.
Final thoughts
For accounting firms looking to strengthen existing client relationships and enhance engagement with both existing and potential new clients, a monthly newsletter is the ideal choice. It ensures relevant, valuable content is delivered consistently, helping your firm stay top-of-mind without overwhelming your audience – learn more about how our service works here.
If you’re not already sending monthly accounting firm newsletters, now is the time to start!