(Especially for Financial Planners and Accountants)
It’s easy to get caught up in the latest marketing trends — LinkedIn posts, reels, paid ads, SEO.
And while all of these can be part of a strong marketing mix, there’s one channel that continues to outperform them all when used well: email marketing.
For financial planners, accountants, and service firms offering expert advice, email isn’t just “still relevant”—it’s the most consistent, compounding, and controllable channel available.
In this article, we’ll break down why email marketing continues to deliver results, how automation and personalisation create a flywheel for business growth, and how you can use it to attract, nurture, and retain ideal clients.
Email Marketing Outperforms—Here’s Why
Let’s get straight to the numbers:
- Email delivers an average ROI of 36:1—beating out social media and paid ads by a wide margin.
- It builds owned audiences, meaning you’re not dependent on algorithm changes or ad spend.
- It reaches your audience directly in their inbox—not while they’re half-scrolling at the gym or waiting for their coffee.
However, here’s the real reason email works so well for financial services:
It allows you to nurture long, considered buyer journeys with trust, authority, and relevance—at scale.
Financial decisions aren’t impulse buys. A new client might sit on your email list for six months to two years before reaching out—but when they do, they’ve read your insights, heard your voice, and trust your approach. That’s the power of email.
Personalisation & Automation: The Modern Email Edge
What makes email even more powerful today is the ability to automate your sequences and personalise the experience—without making it feel like a robot wrote it.
- Personalised Emails (using their name, needs, or service interests) are more likely to be opened, read, and acted upon.
- Automated Workflows ensure that leads receive valuable content on autopilot—without draining your team’s time.
- Behaviour-based Triggers allow you to send the right message at the right time (e.g. when someone downloads a guide or clicks a service link).
For example:
Someone downloads your free retirement checklist → they receive a 3-part sequence on retirement planning → they book a free strategy call after the final email.
That’s lead nurturing done right, with no manual follow-up needed.
Email Marketing Compounds Over Time
Great email marketing is not a quick win tactic—it’s a compounding asset.
Every email you send:
- Reinforces your expertise.
- Builds trust with potential clients.
- Adds value to existing clients (leading to more referrals).
- Moves prospects closer to conversion—even if they’re not ready right now.
And unlike social media posts that disappear within 48 hours, your email sequences continue to work for you 24/7, long after they’re written.
This is especially important for financial services where:
- Trust is the #1 driver of conversion.
- Many leads need time to educate themselves before engaging.
- Your existing clients are often your best referral sources.
Email Is Your Best Referral Engine
While most advisors and accountants hope for referrals, few actually engineer them into their marketing.
Here’s the truth: your happiest clients want to refer you, but they often forget or don’t know how.
A strong email marketing program:
- Keeps you top-of-mind.
- Highlights client success stories.
- Prompts clients to share your tools or refer friends directly.
Example:
Send a quarterly “client wins” email showcasing how you helped a client reduce tax liabilities or plan a better retirement. Add a CTA like:
“Know someone who needs this kind of support? Hit reply or forward this email—we’d love to help them too.”
Simple. Subtle. Highly effective.
What Makes a Great Email Marketing Strategy?
For financial services firms, your email strategy should balance:
- Lead Nurturing: New contacts go through a helpful, educational welcome series.
- Ongoing Value: Fortnightly or monthly insights that provide real-world value.
- Conversion Pathways: Clear, soft CTAs that invite readers to take the next step.
- Client Retention: Updates and stories that keep current clients engaged.
- Referral Encouragement: Give happy clients easy ways to introduce others.
Your tone should be:
- Professional but human.
- Empathetic, not pushy.
- Educational with clear, actionable insight.
Final Thoughts: Email Marketing Isn’t Old—It’s Underused
If you’re a financial planner, accountant, or professional services business who:
- Struggles to consistently generate qualified leads,
- Wants to make your marketing more efficient,
- And hopes to get more referrals from your best clients…
Then email should be at the centre of your strategy.
With automation, personalisation, and a consistent cadence, email becomes more than just a communication tool—it becomes your most valuable marketing asset.
Want to See This System in Action?
At Bold, we build full-service email marketing systems that nurture, convert, and retain high-value clients—for you.
Let’s make your marketing do more, without you doing more.
