Build a Newsletter That Your Firm’s Clients Will Actually Read

Here's what most accounting firms get wrong: they think newsletters are just another marketing task to check off. Meanwhile, smart firms are using strategic email campaigns to strengthen client relationships, demonstrate their expertise, and drive year-round engagement—not just during tax season.

With email delivering $36 ROI for every dollar spent (CPA Practice Advisor, 2025) and 80% of B2B clients preferring email communication (Powered by Search, 2025), your newsletter isn't just marketing—it's your direct line to becoming the trusted advisor clients rely on throughout the year.

Build A Strong Foundation First: Know Your Audience

If you're sending newsletters to all your clients right now, you're already ahead of most firms—that's a solid start. But as your email marketing matures, segmenting your contact list will dramatically increase relevance and engagement.

Begin with simple segments you can easily manage: existing clients versus prospects. As you get comfortable, consider both industry-specific groups and service area segments. Construction firms need different insights than medical practices, while tax clients care about different updates than audit clients or those using your Client Advisory Services.

Service area segmentation is particularly powerful—your tax clients want timely deduction strategies and regulatory updates, audit clients need compliance reminders and industry benchmarking insights, while CAS clients benefit from cash flow management tips and strategic business advice.

Start by exporting contact lists from your practice management software and working with relationship owners to understand which clients would benefit most from specific types of content. This collaborative approach ensures your segmentation reflects real client needs, not assumptions. And, the industries and service areas you target should align with your firm's growth goals.

Client Segmentation Example:

Content that clients actually want to read

Ditch the generic "tax season is coming" reminders. Your clients need content that solves immediate problems. Create actionable advice like "5 Equipment Deductions Contractors Miss Every Year" or "Preparing Your Medical Practice for the Future".

Mix up your content types strategically. Educational how-to guides, client success stories, deadline reminders, and industry-specific trend analysis keep your newsletter fresh. The key? Address the challenges your clients face right now, not the topics you think are important. Monitor published content from top firms and competitors to stay on top of trending topics and to get inspiration for your next topic.

Master the technical details that drive results

Your subject line determines everything. Skip generic phrases like "Monthly Newsletter from ABC CPA". Instead, use benefit-driven language: "New R&D Tax Credits for Software Companies" or "3 IRS Red Flags Restaurants Should Avoid".

Design for busy professionals who skim emails on mobile. Use short paragraphs, bullet points, and clear section headers. Include one primary call-to-action per newsletter to showcase the most relevant or important topic to maximize your click-through rates. You can include additional firm information and sub-topics.

Visual hierarchy guides busy professionals through your content—use bold section headers, short paragraphs, and bullet points to create a scannable structure that highlights your most important messages. When clients can quickly identify and absorb key insights, they're more likely to engage with your calls-to-action and remember your expertise.

Studies show that one primary CTA can increase clicks by 371% because it eliminates decision paralysis and guides readers toward the specific action you want them to take.

Showcase Your Firm's Culture and Personality

Don't underestimate the power of sharing your firm's story and culture through your newsletter. Include updates like new intern introductions, partner announcements, employee spotlights, team celebrations, or community sponsorships you're supporting. These personal touches help clients see the people behind the numbers and feel more connected to your firm as a whole. When clients know your team members by name and understand your firm's values through your community involvement, you transform from "our accountant" to "our trusted business partners". This human element often becomes the differentiator that keeps clients loyal and makes them more likely to refer others to your practice.

Avoid the mistakes that kill engagement

Inconsistent sending destroys momentum. Monthly newsletters work best for accounting firms—frequent enough to stay top-of-mind, manageable enough to maintain quality. Never buy email lists; focus on organic growth through valuable resources like tax checklists or financial planning guides.

Optimal send times for engagement:

• Best Days to send: Tuesday, Wednesday and Thursday
• Best times to send: 8-10am (local time), 10-11am (decision-makers) or 1-2pm (afternoon)
• Once a month: Stick to a consistent weekday and time. Ex: Every third thursday at 10:30am local time
• Quarterly: First half of every quarter in January, April, July and October.
• Notes: Make sure to test at least 3 emails at the same time before adjusting your days and times.

Follow the 80/20 rule: provide 80% valuable content, 20% promotional messages. When you do promote services, focus on client benefits, not your firm's capabilities.

Newsletter Example

Email Subject Line: 5 Equipment Deductions Contractors Miss Every Year

August Business Finance Insider

5 Equipment Deductions Contractors Miss Every Year

Many construction companies leave thousands of dollars on the table because they overlook lesser-known equipment deductions. From specialized tools to safety gear, here’s how to maximize your write-offs this year.

Learn More

Firm Update

Congratulations to Our New CPAs!

We’re proud to announce that Daniel Martinez, Rebecca Owens, and Tyler Grant have officially earned their CPA designations. This achievement reflects their dedication to excellence and commitment to serving our clients with the highest level of expertise.

Client Success Story

How a Local Builder Saved $14,200 on Taxes

We worked with RedRock Construction to identify overlooked deductions and adjust their depreciation strategy. The result? A five-figure tax savings in just one filing year.

Read More

Industry Update

Cash Flow Pitfalls to Avoid Year-Round

Even profitable businesses can run into trouble if cash flow isn’t managed carefully. From late client payments to unexpected expenses, here are three strategies to keep your cash flow steady throughout the year.

Read More

Quick Action Tip

Quarterly Payroll Review

Review your payroll setup now to ensure compliance with the updated withholding tables effective September 1. This can prevent penalties and cash flow headaches.

Reminder

Upcoming Deadlinesw

• Sept 15: Q3 Estimated Tax Payments Due
• Sept 30: Last day to review Q3 profit & loss for strategic tax moves

Your Firm LLC

Turning financial guidance into real-world results.

Our team is here to help you put this month’s insights into action with services designed to keep your business on track. From uncovering hidden deductions through Tax Strategy Sessions and providing industry-specific advisory for construction, medical, and professional services firms, to ensuring compliance with Payroll Reviews and maintaining healthy operations with Cash Flow Management Plans, we’ve got you covered. We also provide Audit Preparation & Support, Budget Forecasting & Scenario Planning, and Ongoing Bookkeeping & Reporting to give you clarity, confidence, and year-round financial accuracy.

To learn how we can help you, please contact us or visit our website.

Your Firm LLP
8816 Manchester Road, Ste 111
St. Louis, MO  63144
(314) 433-5800

Transform newsletters into client retention tools

The strongest newsletters build relationships beyond transactions. Every newsletter should reinforce why clients chose you initially and remind prospects why they should choose you next. Each issue is an opportunity to demonstrate expertise, build trust, and stay connected between formal engagements.

Ready to streamline your content marketing?

The MBN Marketing Platform makes it easy with your branded newsletter templates and a simple drag-and-drop content—so you can create polished newsletters in minutes. Our AI Suite, featuring tools for topic planning, content monitoring, and an AI writing assistant, helps you spend less time creating content and more time serving clients. Discover how our marketing platform can transform your client communications and drive sustainable growth.