Marketing Tips


16 SMART Email Subject Lines For Cloud Accountants

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An effective email subject line will directly influence the success of any email marketing  campaign for Accountants.

Similar to a gatekeeper preventing you from getting through to the decision maker, a bad subject line of an email will prevent your email from getting read. If your emails don’t get read then nothing happens.

The most effective email subject lines for accountants need to be

  • Personalised
    • Name
  • Relevant
    • Sector Specific
  • Engaging
    • Beneficial to the reader
  • Encourage readers to open the email

Here are 16 SMART subject lines that you can copy, paste, customise and send to your own marketing lists. Click here If you do not have a marketing list and would like to source one or want to learn more about our email marketing for Accountants.


#1) “Hi ##FirstName## did you know about this tax saving strategy for [Market sector]?”

Every potential client wants to save money so open up fresh dialogue by offering free tax saving advice. Focus the campaign around a targeted market sector.

E.G: Hi John, did you know about this tax saving strategy for Online retailers?


#2) ##FirstName## Everything you need to know about Making Tax Digital for [Market Sector]”

Create a step by step guide offering free advice targeting specific market sectors on what they need to do to prepare for Making Tax Digital. It’s sector specific, timely and invaluable information.


#3) “Hi ##FirstName## How much time could you save?”

The one thing money can’t buy is more time. If you are targeting businesses to offer all the benefits of your cloud accounting services then time is a great benefit to open up dialogue with.


#4) “X Online Applications for [Market Sector] businesses”

There is huge demand from business professionals wanting to embrace cloud technologies to streamline their business. Your job as an accountant is to guide them through which online applications are most suitable for their needs and help set up the processes for them. Create a quick checklist of the top cloud accounting apps that are suitable for their market sector. Look into XERO App marketplace for inspiration.


#5) “##FirstName## Learn how one of our [Market Sector] clients saved thousands in tax in X months”

Case studies give potential clients the confidence to trust your accounting service by providing social proof. Infact, case studies are so effective that no other marketing content can offer as many benefits and B2B content marketers reported a 70% effectiveness rate for case studies in their campaigns.


#6) “Is this the most effective [Market Sector] bookkeeping process?”

Questions work well, they create intrigue which encourages the essential click to read more. Offer an end to end bookkeeping process that pre sells your services and sets you up as a sector specialist.


#7) “##FirstName##” Automate your [Market Sector] Accounts”

Personalised, sector specific, time saving and service selling.


#8) “##FirstName## DEADLINE IS TODAY for our [Free X on Market Sector] Tax”

Deadlines work. They have been proven to increase conversions because they set a time limit on specific tasks or actions. When used in your marketing you could offer  free accountancy consultations, white papers or seminars as time sensitive offers.


#10) “Update on Tax Policies for [Market Sector]”

Don’t have much time to prepare new content but want to keep your readers and potential clients engaged? Set up a Google Alert for tax updates on any specific market sector and share the results with your database.


#11) “##FirstName## Grants available for [Market Sectors]”

Almost all businesses will want to receive up to date information on available grants for their market sector. It’s your best source of free content that all your database will want to read. Leverage it!


#12) “Online Digital Audit For [Market Sector] Specialists”

Before you can help service a new client it is fundamentally important to establish what processes and procedures they have in place. Create a simple PDF that prospects can fill out to engage them and create a checklist of the services you can sell them when they become a client.


#13) “Business Development For [Market Sector]”

Accountants that streamline their clients bookkeeping free up their time to spend more business development time for their clients. This is a strong service proposition and one that should be exploited.


#14) “How much is your [Market Sector] business worth?”

Every business owner would love to know how much their business is worth. This is a great conversation starter that allows you to learn all about their business details to help you look for potential service offerings to win them as new clients.


#15) “Tax rebates available for [Market Sector] Businesses”

One of the best ways of getting that first appointment is to offer them a huge incentive. If you can help them learn about what tax rebates are available to them then you are starting the relationship on solid ground.


And finally….


#16) “##FirstName## can we meet?”

Never forget that the ideal outcome from any email you send is to organise a face to face meeting. Or at the very  least an online conference with your potential clients. After you have sent a few emails to your database then make sure to send a meeting request to them. Its blunt, straight to the point and effective. Don’t forget to include a beneficial reason why they should want to meet you in the body of the email.


If you are looking to launch an email campaign and want to chat to us then please email

If you are looking for a platform to send emails from then visit 648CRM the  CRM for Accountants.

crm for accountants

Accountants use CRM to increase marketing productivity. 3 tips to improving that productivity.

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Accountants CRM: Greater returns come from more bespoke to fewer people.

Personalised and familiar content received from you by your clients has a positive impact on cognitive (an individual’s beliefs about reliability, dependability, and competence) and emotional trust. In other words the more relevant and personalised your content the more your prospects are going to engage with you.

The days are fast fading where you ‘bung’ everyone on a mailing list. The greater returns come from more bespoke to fewer people.

The tip for managing your Accountants CRM is to be ruthless with who goes on it and pedantic about how you categorise them.

One way to start would be to pick on one or two target markets and start to categorise the prospects appropriately. This will then allow you to market to them with specific personalised messages/emails

For Example imagine the following email.

Subject: VAT advice for online traders – Amazon – Ebay etc.

As you can imagine if you are an FD of a distribution company predominantly trading online you might find this headline rather interesting.


Opportunity tracking Facts not Hearsay

The impact of marketing spend on empirical evidence rather than hearsay can radically improve your marketing output.

Unfortunately it is true that you hear what you want to hear and the truth can be lost or distorted unless accurately recorded. Consequently many smaller accountancy firms plough inappropriate resources into their various marketing activities.

Mark the source of every lead and take action on it. For some of our clients we now have a picture of the most effective routes to market. For example accountants with specialisms in medical practices will get a great return by targeting GPs through cold calling and Dentists through digital or on-line. This level of detail is only achievable if you diligently record the source of leads.


Multi-channel approaches gain greater returns

If you take a multi-channel approach to targeting prospects you might find that once again your return improves. What I mean by this can be as follows:

  • Your target prospect is either on your CRM or you find them on LinkedIn
  • Send them a nice relevant message on LinkedIn
  • Wait for the reply or acceptance
  • Email them a thank you with a relevant point about their industry or news about them
  • Wait for the reply
  • Suggest a skype or call to introduce yourselves further


How this relates to your CRM, is that a more modern CRM such as will allow you to log a prospects LinkedIn profile on the prospects account page. You can therefore directly target your messaging out of CRM rather than back and forth with LinkedIn, Outlook, CRM etc.





Email Marketing For Accountants: What To Measure When your Email Marketing Isn’t Generating The Results You Want

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Email marketing still delivers the best ROI across the board. And email marketing for accountants is no different.

But what is happening when you click send?

Do you reap the anticipated rewards or do you reluctantly return to cold calling?

If it’s the latter then make sure to consider these 4 key metrics to measure and improve upon in order to help you start turning your time into profit.


#1) Deliverability

Email deliverability is a way to measure the success at which an email campaign actually gets into subscribers’ inboxes.

Just because you have a large prospect database that you are sending your emails to, does not mean that all the emails are being received by your prospects in their inbox.

To increase email deliverability make sure that your emails don’t include typical spammy words or ‘flagged words’ that are likely to get picked up by spam filters and make sure that all previous emails sent are well received by your subscribers.

Aim for a deliverability rate of at least 95%


#2 Open Rates

Open rates indicate how likely people are to want to read your emails.

By tracking the email open rates of previous campaigns, allows you to work out what types of emails your audience likes to receive so you can create better more effective campaigns in the future.

To increase your open rates use personalisation when possible.

The open rate for e-mails with a personalized message was 18.8%, as compared to 13.1% without any personalization in 2016. (Source: Statista 2016)

And taking it one step further, by being an Accountant the chances are that the types of marketing emails that you send are going to be industry specific and therefore can be tailored to a specific market.

So instead of sending emails like;

“7 Tax Saving Strategies”

Send emails like

“Hi John, here are 7 Tax Saving Strategies for Online Store Owners”

If you do not have the option to personalise your email marketing messages then email us to show you how…

Aim for an open rate of 20%


#3 Click Through Rates

Click through rates tell you how engaging your emails are. Once you have gone through the process of increasing your deliverability and open rates of your emails you want to measure just how well your emails are sending traffic to your landing pages or websites.

If your emails are not exciting your audience and generating traffic you won’t get a high ROI.

To increase your click through rates make sure to craft the copy of the email to winning the actual click and not over selling the end goal.

This sounds trivial but still to this day most Accountants that ask us to help them improve their email marketing get it wrong.

Aim for a click through rate of 10%


#4 Unsubscribe rate
Tracking the unsubscribe ratio or often know as the ‘disengagement’ of your emails will save your database and help you tailor future messages to be more relevant and interesting to your audience.

To keep your audience engaged and your unsubscribe rate low only email good quality information that is relevant and timely.

Aim to keep you unsubscribe rate below 0.10% or it will impact your deliverability rate of future emails.

Like this content? Join the Labs to receive more indepth and usable tips to market your Accountancy Practice for free…

If you are looking for support with email marketing for your Accountancy practice then contact us here or visit our service page to learn more about some of the things we can do.


Measuring The Impact Of Business Development Training For Accountants

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Why should Accountants measure the effect of business development training?

  • To support implementation and ensure sustained deployment
  • To ensure return on investment and make the business case
  • To constantly improve the training and ensure durability

What should Accountants measure?

The classic measurement approach (primarily developed by Professor Donald Kirkpatrick), looks at four levels of evaluation;

  1. Reaction to the training
    • Often using end of course evaluations and surveys
  2. Evidence of skills learned
    • Learning can be defined as the extent to which participants change attitudes, improve knowledge and/or increase skill as a result of attending the program
  3. Evidence of a change in behavior
    • The training itself will only be one of the drivers for this change. As Kirkpatrick points out there needs to be 4 conditions for a change in behavior
      • The person must want to change
      • They must know what to do and how to do it
      • They must work in the right climate
      • They must be rewarded for changing
  4. The effect on results

While most Accountants measure at level 1, fewer measure at 2 and 3 and only a small minority measure at 4.

How and when should we measure?



At planning stage

Measure current alignment of skills and business goals/strategy

Before training

Measure participants’ expectations, confidence and view of own capabilities

During training


During training

Ability and commitment to apply

End of training

Opinion of training and commitment to apply

Plus one week

Opinion of training and commitment to apply

Plus one week

Change in understanding

Plus one-three months

Change in activity (quantity, direction and quality)

Plus three-six months (depending on buying cycles)


Plus six-twelve months

Change in competence


Measuring Return on Investment

Here are some useful indicators to measure changes in behaviour and changes in results.

This list is not exhaustive but reflects KPIs we have used with clients. Clearly it will be important to select the most appropriate KPIs for the specific situation. Select the most appropriate measures for you by looking for the measures that are relatively easy to make and which will be the most useful.

Level 4. Results




Share of wallet

No. of deals

Average deal value ( spit by new business / existing customer)

Actual against forecast



No of new clients

Rebuy rate

Growth rate per account

Rate of in-sell against target and stage goals


Level 3. Behaviours





No. of customer visits (per week/month)

No. of proposals

No. of referrals/introductions

No. of opportunities into pipeline

% of time spent in direct selling activity

Time spent actively managing social selling


Concentration of Focus



Balance of activity between prospects and clients

Use of selection criteria to ensure prospects fit strategy

Use of GO/ NO-GO points to ensure opportunities fit strategy and tactics

Number of contacts in each client/prospect

Balance of time split between different buyer types/points of contact

Balance of activity across segments (vertical markets, customer size etc.)

Balance of time between pro-active and reactive customer work.





Conversion ratios at different points in the sales process

Pre call/meeting/pitch preparation (time spent or % prepared for, use of meeting planner)

Clear call objectives set (main and fall-back)

Quality of approach (phone, e-mail etc)

Entry behavior

Positioning statements – yourself, your company, your products

Running the first 5 minutes

Creating openness

Asking questions to get to the customer’s real requirements



Structuring the meeting and controlling the flow

Forming a value-added solution

Presenting the solution to individuals and groups

Handling price challenges

Handling objections

Reading adapting to different personality types

Gaining commitment



Measurement of Business Development training is difficult but it’s important. If you’d like to look further into measuring the impact of Business Development training please contact us

5 reasons why Online Accountants should target e-commerce clients

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Be a specialist

Let’s just draw a line and move on. The days where your marketing can say:

“I’m an accountant I can be an accountant for all businesses” have GONE.

I know you can be an accountant for most types of businesses, after all 1+1=2 wherever you are. That’s not the point, the point is what does the client think. The powerbase has moved from professional to client and the younger clients believe they are very special indeed and want specialists to support them. You will flatter them by showing them you are a specialist in accountancy for e-commerce businesses.


#1. Growing market

Hooking on to the shirt tails of a market that is outgrowing our flat lining economy, ensures organic growth even before you outperform your competitors.

The rise in the rate of growth of ecommerce is falling, however the UK is still showing 7%-10% growth in online business. The fall in the rate of growth is inevitable and really just a consequence of the size of the market, estimated at about €180billion for 2017.


#2. High margins

Owners of smaller e-commerce businesses are far less worried about location and face to face. In effect they are happy to deal with you remotely and online. You are just like them!

They are content for you to be virtual, use outsourced staff, they don’t require bricks and mortar and importantly demand less of a partner’s time for menial work.

From members, we here that their ‘new’ client base all use very similar systems and process through the likes of Xero. This is improving costs of production for the accountant.

All in all an e-comms client delivers higher margin.


#3. Your value proposition

Your familiarity with the nuances of e-commerce businesses is where your value proposition lies. Xero, Freeagent, EU VAT, duties, Trading platforms, expected returns, funding and more are all aspects and nuances which, if you promote well, can become good sales messages. You might even encapsulate it in a strap line. e-commerce business do better with Rosenwald accountants

#4. Ease of service

Your new eCommerce clients won’t even have a shoebox full of receipts to wade through,  their processes and payment gateways will already be digitalised waiting for you just to log in and manage  and of course wherever they are in the UK they will be more than happy to hop on to Skype for that first meeting making htem easy clients to win, manage and successfully support.

#5. Digital revolution

I know it goes without saying that the digital revolution has allowed you to become a cloud and remote advisor. However we are only really at the start, the big AI or machine learning and integration is about to begin. As a driver it is only going to make e-comm clients more valuable and exciting.

Finally, thank you for reading, I hope it proved worthwhile. The markets we talk about are the markets we can help you reach.

If you’re interested in targeting the eCommerce sector click here to learn about our e-com pro service pack.

Or call 01392 247 207 today

New Case Study – 3 Simple Steps To Search Engine Domination For Cloud Accountants

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If you are currently marketing your cloud accounting services and are looking for ways to dominate the search engines then this short and concise no nonsense guide is for you.

Included in the download are simplified instructions so you can understand the principals of what needs to be done and  why plus a case study so you can see exactly how we have secured multiple top spots in google for a lead generating phrase that is perfectly suited to our client base. (You!)

We have purposely kept this guide short, concise and give real life examples so you can easily digest this without a degree in SEO.

Click Here to Download The Guide Now


Click Here to Download The Guide Now

3 Amazing Website Themes For Cloud Accountants

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In this day and age there is no need to redesign the wheel when you want to build an amazing  website for your amazing cloud accounting practice.

Simply install WordPress which is a free universal website platform and then install a theme to brand as your own.

If you are looking to have a website built for your business then drop us a line on 01392 247207 or email contact us here but in the mean time check out these amazing templates that wont break the bank.

Accounting – WP Business theme for Accountants. Click here to see this theme live


The all new Accounting theme is a WordPress business theme. Perfectly suited for your Accounting, business, consulting or financial company. Bring your clients closer to you! With Visual composer, revolution slider, multi-language ready and advanced admin panel it can be used for any kind of business but and with excellent support you cannot go wrong.

There are even 6 preloaded and pre coded styles to get you up and running in no times.


Building your themes will be a breeze, give it a go!

Adviser | Finance & Accounting WordPress Theme. Click here to see this theme live


For those financial companies who wish to establish reputation of trust with their clients, we crafted Adviser WordPress Theme based on clean business design that will perfecftly match their brand. The theme is perfect for firms who provide financial, investment, tax-related or legal help. The layout offers comprehensive staff presentation and full service description. Along with that, we have build a recruitment page containing latest hiring announcements, where potential employees may send their applications right away. And for your clients’ comfort, we’ve integrated lease calculator they can use before making an appointment.


WooCommerce ready, full shortcodes and widgets pack, numbers of plugins compatibility – the comfortable and user-friendly functionality will be appreciated not only by the website’s visitors, but also by the company’s owners, since the business operation becomes so much easier with Adviser!


Partner – Accounting and Law Responsive WordPress Theme. Click here to see this theme live


Partner is perfect for professional services and consulting businesses to elevate their online presence.

Ideal for law firm and accounting practice websites, Partner strikes a the balance between personality and professionality.

Packed with an array of colour schemes, font options, icon packs and layouts, Partner makes it quick and easy to build a professional site that fits your brand.


Of course, Partner includes Visual Composer, allowing you to quickly and simply assemble pages and edit content to shave hours off the development time of your next project – without sacrificing code cleanliness and readability.

Partner suits any consultancy firm, from a full-size legal practice to a single lawyer, financial firms specialising in tax, accounting, high finance and capital investment. Human Resources (HR) companies and recruitment agencies will also fit right into Partner’s friendly, professional style.

If its time to revamp your current cloud accounting website with a pure focus of lead generation then make sure to contact us today to learn more on 01302 247 207 or email us at