running their businesses and keeping up with life, they probably need a reminder that you’re not just here during tax season.
More often than not, this reminder comes in the form of an accounting newsletter for clients.
It’s a simple yet effective way to let your clients know how great an accountant you are. More than half of users check their emails at least 10 times a day. More importantly, almost 80% of B2B clients say they prefer to be contacted by email than any other channel.
So how do you create a newsletter that grabs attention and keeps your clients engaged? In this post, we’ll share seven tips on how to do it.
7 tips to build a standout accounting newsletter

The way you write emails depends mainly on your style and brand guidelines, but the following tricks are industry standards that work for all accounting newsletters.
1. Understand what your subscribers want to read
It’s important to understand what your subscribers actually care about before hitting “send” on your newsletter. Generic content won’t hold their attention, but newsletters that speak directly to their needs will.
Think about the challenges your clients face — whether it’s navigating the latest tax regulations, planning for retirement, or improving cash flow. Here’s a nice example from Ignition:

Our suggestion is to really listen to your clients and analyze past interactions to get a clearer picture of their interests.
Pro tip: Segmentation Segmentation is a great tool because it allows you to tailor accounting newsletters based on different groups of clients. You can create segments on industry, business size, or personal financial goals. For example, business owners will likely appreciate updates on tax deductions and regulatory changes, while individual clients may be more interested in retirement planning tips or personal budgeting strategies. |
2. What’s in it for your clients? Explain why they should subscribe
Your second task is to explain why clients should even bother subscribing to your newsletter.
Their inbox is already overflowing with emails, so what sets your newsletter apart?
Our suggestion is to encourage new subscriptions by promising to share solutions to your clients’ problems. Here’s an example of how (not) to promote your newsletter:
- Don’t: Our newsletter offers tax tips
- Do: Our newsletter helps you avoid costly tax mistakes
The key is to frame the benefits around their pain points and explain how subscribing can make their businesses easier.
Note: Be specific about what they’ll getAnother important tip is to give potential subscribers a clear picture of what they’ll get out of subscribing. Should they expect monthly tax-saving tips? Industry updates that could impact their business? Exclusive financial strategies? Spell it out. It can look like this: “Each month, we share three simple tax-saving strategies, two case studies from businesses like yours, and a free resource to help you manage your finances more effectively.” The more specific you are, the more likely they’ll see the value and subscribe to your accounting newsletter. |
3. Create content that people actually want to read
This sounds obvious, but most people will only skim through boring or generic emails (and probably never open another one from the same sender). That’s why you should try and create content that people actually want to read.
There’s a two-step formula on how to write standout newsletters in just about any field:
- Write a captivating subject line that encourages recipients to read your message
- Create content that provides real value to your clients
In practice, useful content means going beyond generic updates — your emails should offer actionable insights that help clients improve their financial decision-making. For instance, you can include resources like checklists or how-to guides that clients can immediately apply to their own situations.
Don’t hide your personality
Bear in mind that your newsletter doesn’t have to sound like a dry textbook.
It’s okay to show some personality.
Clients appreciate content that feels relatable, even if it comes from an accounting firm. Using your firm’s unique voice in newsletters can help you build stronger relationships with your clients and set you apart from competitors.
This can be done by telling accounting jokes, sharing behind-the-scenes stories from your team, writing in a more casual tone, creating funny memes, or coming up with any other solution that makes your company feel more human.
4. Come up with different types of content
Variety is key to keeping your newsletter fresh and engaging.
Instead of sticking to the same type of content, mix it up with different formats and topics that resonate with your clients.
For example, don’t just share updates on tax law changes or financial advice if you can also include client success stories, news on industry developments, annual reports, or software reviews.
This is where your creativity and knowledge come into play, but we can give you a few more ideas:
- Blog posts and how-to guides such as “How to set up a tax-efficient retirement plan”
- Case studies like “How we helped a small business reduce their tax liability by 30%”
- Videos for visual engagement (e.g. 3 financial planning mistakes startups should avoid)
- Checklists that help clients stay organized (e.g. “Year-end tax checklist for mid-sized businesses”)
- Q&A or expert interviews like “Your top 10 cash flow management questions answered”
- Infographics such as “Understanding tax brackets at a glance” that simplify complex financial topics
Another engagement tactic is to directly ask your clients for input on new services or features they’d like to see added to your portfolio. Here at Content Snare, we use this solution to engage subscribers and improve our services:

The best part is that this approach shows clients you’re really listening to their needs and are committed to delivering value long-term.
5. Add only one CTA per email
The purpose of every newsletter is to encourage subscribers to take some action. That said, it’s highly recommended to include only one call to action in your newsletter to avoid confusion.
According to the report, emails with a single CTA can increase clicks by as much as 371%.
That’s why you should focus on just one clear CTA that aligns with the primary goal of a given newsletter — whether it’s booking a consultation, reading a blog post, downloading a free guide, or signing up for a webinar.

A single-CTA email makes it easier for clients to understand exactly what action you want them to take, which increases the likelihood they’ll follow through.
Related: The best resources for accountants
6. Send your newsletters consistently
We already mentioned that your clients must know what to expect from you content-wise, but the same goes for your emailing frequency. You should send newsletters consistently to build trust and maintain engagement.
A weekly or bi-weekly newsletter is the sweet spot for most accountants.
Anything more than that can risk overwhelming clients and causing them to tune out. On the other hand, anything less frequent will likely result in them forgetting about your firm’s value altogether.
In addition, a predictable cadence allows you to plan your content strategically around key financial periods, tax deadlines, and industry changes.
Note: Don’t be overly ambitious While it’s important to stay consistent, it’s equally important to be realistic about how much content you can produce. Many firms make the mistake of committing to overly frequent newsletters or attempting to cover too many topics in each edition, which can lead to burnout or diluted content quality. Our advice is to start with a manageable frequency and content scope before scaling up. |
7. Measure and improve
The last tip is to regularly measure newsletter performance and make data-driven improvements. This usually comes down to tracking key metrics such as:
- Open rates
- Click-through rates
- Conversions
For instance, you may notice high open rates but low click-through rates. In this case, your content is probably relevant, but your CTAs could use refinement. If clients aren’t opening your emails, it might be time to revisit your subject lines or the timing of your sends.
But email analytics isn’t just about tracking metrics.
You should also seek client feedback to learn what they find useful and what they’d like to see more of in your newsletters. This will give you practical ideas on how to introduce new content types and fine-tune newsletters for greater quality.
Bringing it all together
Crafting the perfect accounting newsletter is about more than just delivering information — it's about providing consistent value that meets your clients’ needs, builds trust, and strengthens your relationship with them. With these tips in mind, your accounting newsletter can become a powerful tool for engaging clients and growing your practice, so make sure to use them.