Let’s be honest, B2B email open rates could be better. Especially in the accounting profession, where inboxes are flooded with technical updates, IRS alerts, and industry jargon.
If your accounting firm is sending out newsletters just to “stay in touch,” but no one is clicking, you’re wasting valuable time—and missing out on an opportunity to connect with your audience.
Here’s how to build B2B accounting newsletters that get opened, read, and clicked. Spoiler: It’s not about being flashy. It’s about being useful.
Why B2B Email Marketing Still Matters
In an age of social media and automation tools, email might feel old-school. But for accounting firms, email is still one of the most powerful tools for client retention, education, and lead generation. According to Email Tool Tester, the average return on investment (ROI) for email marketing is $36 for every $1 spent. That’s hard to beat.
![emailmarketing11_10658352[1]](https://cpa-practice-advisor-preprod.go-vip.net/wp-content/uploads/2020/08/emailmarketing11_10658352_1_.5f32aab5b2fa4.png?w=720)
For accounting firms targeting business owners, CFOs, or legal professionals, newsletters are a direct way to:
- Establish authority,
- Stay top-of-mind,
- Share relevant insights during key financial periods (tax season, year-end planning, audits),
- Drive traffic to your website or blog, and
- Promote new services or workshops.
But to make that happen, your email newsletter needs more than a quarterly tax update. It needs strategy.
Subject Lines That Cut Through the Noise
First impressions matter. If your subject line looks like every other “Q3 Accounting Update” sitting in someone’s inbox, you’ve already lost them.
What Works
According to Salesforce, “Quality subject lines increase email deliverability rates, meaning emails won’t be marked as spam.”
Avoid vague or overly formal lines like “Newsletter from XYZ Accounting.” Use preview text wisely—treat it like a second headline. For example:
- Clear, benefit-driven language: “New Tax Deductions for Construction Companies in 2025”
- Questions: “Is Your S-Corp Salary IRS-Ready?”
- Timeliness: “What You Need to Know Before October 15”
- Numbers: “3 IRS Red Flags You Can Avoid This Year”
Format for Skimmers
Your audience is busy. That means your newsletter needs to be scannable. Skip the giant blocks of text.
Use these B2B-friendly formatting tips:
- Short paragraphs (2–3 sentences max),
- Bullet points or checklists,
- Section headers with bold or color to break up content, and
- Embedded links that connect somewhere useful.
Bonus tip: Include a strong call to action (CTA). More than one? That’s fine—but don’t crowd the page. Give readers clear direction: Book a call, download a checklist, read the full blog post.
Content That Answers Real Questions
Accounting firms often default to generic content: interest rate changes, retirement savings rules, and corporate tax deadlines. Useful? Sure. Memorable? Not always.
Instead, write content that solves actual problems for your audience.
Examples:
- “How to Prep for a Clean Year-End Close”
- “Should You Switch from QuickBooks Desktop to Online?”
- “What the New Payroll Tax Law Means for Your Construction Business”
Tie your expertise to your clients’ reality. Use client stories (with permission or anonymized), real questions you get asked, or FAQs from your team to shape content.
Sample 6-Month Newsletter Calendar
Make It Personal (But Not Creepy)
No one likes a robotic email. At the same time, you’re a professional firm, not a lifestyle brand. Where’s the middle ground?
Start with a short intro from a partner or team member. Use first names in greetings and sign-offs. Personalization in tone, not just name fields, is what builds trust.
If you segment your list (which you should), tailor content to each audience—dental practices, construction firms, law offices, etc.
Examples:
- “Hi Becky, we just wrapped up a webinar with 25 veterinary clinics, and one big takeaway might help your team, too…”
- “Here’s what CFOs in real estate are doing to simplify Q3 reporting.”
Get the Timing Right
Many accounting firms only send newsletters quarterly, or worse, just during tax season. That’s too little, too late.
Aim for monthly newsletters, even if they’re brief. Use a consistent schedule (first Tuesday of the month, for instance) and mix it up with seasonal content, timely tax tips, and occasional promotions or invites.
Avoid Fridays and Mondays for sends—Tuesday through Thursday typically sees the highest open and click rates in B2B.
Track, Test, Repeat
If you’re not measuring open rates, click-through rates, and unsubscribes, you’re flying blind. Over time, you’ll discover what resonates with your list and what doesn’t.
Hint: If 20 percent of your audience always clicks on “Tax Tip of the Month,” make that a recurring feature.
Use your email marketing platform’s analytics to test:
- Subject lines,
- CTA placement, and
- Content types (videos, blog links, event invites).
Make It Worth the Click
Your clients don’t need more email—they need better email. Accounting newsletters don’t have to be dull or forgettable. When done well, they’re a valuable tool for deepening client relationships and attracting new leads.
Tip: Read “3 Simple Tips to Improve Your Boring Emails,” to help you write more effective emails that increase open rates and generate clicks to your website.
Key takeaways for your firm:
- Write like a human, not a textbook.
- Lead with helpful, actionable content.
- Design for busy people.
- Keep it personal, relevant, and consistent.
If your newsletter helps someone make a smarter decision, save money, or avoid a mistake—that’s marketing that works.
Ready to refresh your accounting newsletter strategy?
Start small. Pick one change from this list and test it next month. It might be the difference between “delete” and “click.”
Download the “Accounting Firm Email Checklist” and check off all the tips each time you send an email newsletter.
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