How Do I Build an Effective Email Database for My Accounting Firm?
Why Do I Need an Email Database?
An email database gives you the ability to connect directly with clients and prospects, providing them with valuable updates, regulatory information, and advisory insights tailored to their needs. It’s one of the most effective tools for accounting firms to nurture relationships and grow their practice.
By 2025, there are expected to be 4.6 billion email users worldwide, making email a powerful channel to reach a vast and engaged audience. Email is also one of the most direct and personal ways to communicate, providing accountants with the ability to stay relevant and front-of-mind with clients.
Building an email database allows accounting firms to:
- Share critical tax updates, compliance deadlines, and advisory insights.
- Segment audiences for tailored communication (e.g., small business clients vs. individual clients).
- Use email as a cost-effective way to drive engagement, build trust, and position your firm as a proactive advisor.
What Is an Email Database?
An email database is a collection of client and prospect email addresses, often accompanied by additional information such as names, locations, or business types.
This list can be built organically by collecting emails from clients or prospects who actively opt in.
For accounting firms, an email database might include:
- Existing clients receiving compliance or advisory services.
- Prospective clients who have expressed interest in your firm’s expertise.
- Leads captured through events, webinars, or website sign-ups.
Your email database is typically stored in a CRM (Customer Relationship Management) tool or email marketing software, enabling bulk emails and targeted campaigns. The BOMA platform comes with a built in CRM which integrates with a variety of platforms including Xero HQ, Salesforce, Hubspot, Karbon and more.
Why Is an Email Database So Important for Accounting Firms?
Email marketing remains one of the most effective tools for accountants. It’s a proven way to:
- Build stronger client relationships by sharing relevant and timely updates.
- Drive engagement and growth through newsletters, tax tips, and advisory services.
- Retain clients and generate referrals by demonstrating ongoing value and expertise.
A study by Litmus in 2023 showed that email marketing generates an ROI of $36 for every $1 spent, making it a vital channel for accountants.
Additionally, email offers benefits such as:
- Personalised communication: Tailor messages based on client segments (e.g., tax clients, small businesses, or large enterprises).
- Mobile reach: Emails are easily accessible on mobile devices, ensuring your communication gets seen.
- Longer shelf life: Unlike social media posts, emails remain in inboxes for future reference.
How to Capture Email Addresses for Your Accounting Firm
Building a robust email database involves capturing client and prospect emails through multiple touchpoints. Here are some strategies tailored for accounting firms:
- Website Opt-in Forms:
- Add a sign-up form on your website offering a newsletter, tax updates, or financial tips.
- Use pop-ups to encourage visitors to subscribe.
- Webinars and Events:
- Host webinars on topics like tax planning, compliance updates, or business advisory. Collect attendee emails during registration.
- Social Media Links:
- Share links to your sign-up form on platforms like LinkedIn, Facebook, or Instagram.
- Client Onboarding:
- During the onboarding process, ask clients if they’d like to receive regular updates or newsletters.
- Referral Incentives:
- Encourage existing clients to refer others by offering incentives for providing email addresses (with their consent).
- Networking Events:
- Collect business cards or digital contact details from prospects and ask for permission to add them to your mailing list.
How to Drive Engagement and Retain Clients Through Email Marketing
Once you’ve built your email database, it’s time to put it to work. Here are some email campaign ideas tailored for accounting firms:
- Regulatory Updates: Keep clients informed about important tax changes, compliance deadlines, or new regulations.
- Advisory Insights: Share articles on business growth strategies, cash flow management, or tax planning tips.
- Seasonal Reminders: Send timely reminders for tax filing deadlines or financial year-end planning.
- Case Studies: Highlight how your firm has helped clients solve complex financial challenges.
- Special Offers: Promote advisory sessions, workshops, or additional services your firm provides.
BOMA makes sourcing high quality content for your email campaigns easy with our content library containing hundreds of expertly written and country specific articles which are ready to be shared with your clients.
What Type of Information Should Be in Your Database?
To make your email campaigns more targeted, consider storing the following information in your database:
- Client name and business name
- Contact information (email, phone)
- Business type and industry
- Services provided by your firm (e.g., tax, payroll, advisory)
- Engagement level (e.g., new client, long-term client)
Leverage BOMA to Build and Manage Your Database
BOMA makes email marketing for accountants effortless. With pre-written content on tax, compliance, and business advisory topics, BOMA allows you to create and send professional emails and newsletters in minutes.
ABOUT BOMA
BOMA is a marketing platform designed specifically for accountants. Communicate effortlessly with clients and prospects by sharing hundreds of expertly written articles via email campaigns, social media post and website blogs. BOMA has everything you need to grow your firm and support clients.
👉 Find out how BOMA can help your accounting firm thrive.
