EOFY Marketing for AU Accounting Firms: What to Send Before 30 June

Most Australian accounting firms treat the six weeks before 30 June as a sprint to the finish line. Finalise workpapers. Chase outstanding documents. Lodge what needs lodging. Marketing is the thing that gets pushed to July, along with everything else that did not make the cut.

That is the wrong call. EOFY is not a distraction from marketing. It is the best marketing moment of the year. Clients are thinking about their finances, their accountant, and whether they are getting the advice they need. The firms that show up consistently in those six weeks retain more clients, attract more referrals, and enter the new financial year with stronger relationships than the ones that went quiet. With 30 June 2026 three weeks away and payday super starting the day after, there has never been a better year to treat EOFY as a communication priority.

Why EOFY Is When Clients Pay Attention

The annual engagement gap is the period between completing compliance work and the next year’s review when most accounting firms go quiet. Clients hear from their accountant at tax time, receive their return, and then nothing for eleven months. That silence is where attrition starts.

EOFY disrupts that pattern. Clients are actively engaged with financial questions and looking to their accountant for guidance. According to the Thomson Reuters Institute’s 2025 State of Tax Professionals Report, 75% of accounting firm clients strongly desire more tax and business advice. Most of them are not getting it. The practice that provides it consistently, during the period when clients are most receptive, earns the loyalty that keeps them off the market.

A client who receives two useful EOFY emails from their accountant in June is far less likely to take a call from a competitor in August.

What the ATO Is Focused On This Year — and Why Your Clients Need to Know

The ATO updated its small business focus areas in February 2026. Understanding what the ATO is scrutinising is not just useful for compliance. It is ready-made content for client communication.

The ATO’s current focus areas cover four categories: omitted income (including the personal use of business money and assets, and contractors omitting income), deductions and concessions (non-commercial losses, CGT concessions, and small business boost measures), operating outside the system (FBT on private use of work vehicles, and property and construction tax risks), and building good habits (GST reporting obligations). An accounting firm that sends clients a plain-English summary of what the ATO is watching this year positions itself as the practice that stays across these things so clients do not have to.

That is not marketing. That is the kind of proactive communication that turns a compliance-only relationship into something closer to a trusted adviser.

What to Send Before 30 June — and When

The window is short. Three weeks of consistent communication beats twelve months of silence followed by a January newsletter. Here is a practical sequence for the next three weeks.

Two to three weeks out

Send an EOFY checklist email covering the key actions clients should take before 30 June. This year three items deserve specific attention. Trust distribution decisions must be documented by 30 June 2026 in accordance with the trust deed, as the ATO continues to focus on distributions made to adult children, companies, and non-residents under section 100A.

Division 7A minimum loan repayments must also be made by 30 June 2026, with the interest rate for FY2026 set at 8.37%. And the superannuation guarantee rate sits at 12% from 1 July 2025, so employers should confirm all quarterly contributions are up to date before year end.

One week out

Send a single-topic email on payday super. From 1 July 2026, employers must pay super at the same time as wages rather than quarterly. This is the most significant payroll change for business owners in years and most of your clients do not know it is coming. An accounting firm that explains what payday super means in plain terms before it lands is earning goodwill it will not need to ask for later.

The week of 30 June

A short reminder with your firm’s contact details and a clear prompt to get in touch if clients have questions before year end. No complex content. Just presence.

What Does Silence Around EOFY Actually Cost Your Firm?

The cost of going quiet around EOFY is not dramatic. It is gradual. A client who hears nothing from their accountant during the busiest financial period of the year updates their mental picture of the relationship accordingly. They are not angry. They are just slightly less certain their accountant is across their business.

That uncertainty compounds. According to SmartFirm’s benchmarks, smaller accounting firms retain only 60% to 70% of their client base each year, while top performers retain 90% to 96%. The firms in the top bracket are not doing better compliance work. They are maintaining better contact.

Three emails in three weeks before 30 June will not transform a firm’s retention rate overnight. But the firms that do this consistently, year after year, are the ones that do not spend July wondering which clients have gone quiet.

How to Do This Without Writing Anything

The obstacle for most small accounting firms is not motivation. It is content. Writing a technically accurate, client-appropriate article on trust distributions, payday super, or ATO focus areas takes time most practices do not have in the six weeks before EOFY.

BOMA’s content library contains hundreds of articles written by chartered accountants and financial specialists, localised specifically for Australian legislation and updated weekly. Every article is available in three formats — email, social media post, and website blog article — and formatted for multi-channel publishing in a single step.

An Australian accounting firm can send a professionally written, technically accurate payday super article to its entire client base in the time it takes to choose the article and schedule the send. The content exists. The only question is whether the firm uses the EOFY window or lets it close again.

Browse the BOMA content library at bomamarketing.com/features/content-libraries/

Frequently Asked Questions

What should Australian accounting firms send to clients around EOFY?

The most effective EOFY communications cover three things: what clients need to do before 30 June, what the ATO is focused on this year, and any major changes starting on 1 July. For 2026, payday super is the single most important change affecting business owners and deserves its own dedicated communication before 30 June.

When should accounting firms start their EOFY client communication?

Three weeks before 30 June is the practical starting point. A checklist email two to three weeks out, a single-topic follow-up one week out, and a brief reminder in the final week. Starting earlier risks losing reader attention; starting in the final week leaves too little time for clients to act.

Does EOFY marketing actually improve client retention for accounting firms?

Yes. SmartFirm’s benchmarks show top-performing accounting firms retain 90% to 96% of clients annually versus 60% to 70% for smaller firms. The distinguishing factor is consistent, relevant contact during the periods when clients are most engaged, and EOFY is one of the two or three moments each year when clients are actively thinking about their accountant.

What is payday super and when does it start?

Payday super requires employers to pay superannuation at the same time as wages rather than quarterly. It becomes mandatory from 1 July 2026. The ATO’s 2026 small business tax-time toolkit includes payday super as a key change for the year, and most business owners are not yet aware of it.

How long does it take to send an EOFY email campaign?

With content already written and formatted, scheduling an email campaign takes around fifteen to twenty minutes. The time cost is in writing the content. A technically accurate article on trust distributions or payday super takes several hours to research and write from scratch. Accounting firms using BOMA’s content library can skip that step entirely.