Email marketing for accounting firms presents unique challenges. You’re dealing with stringent compliance requirements, seasonal workload fluctuations during tax season, complex financial information that needs to be clearly communicated, and client relationships that can span decades.
Email marketing tools solve these problems by automating tax deadline reminders, segmenting customers by service type, and keeping you in touch with customers all year round – not just during tax season. The right platform will help you stay on top of things, offer cross-selling consulting services, and generate more referrals without adding hours to your day.
In this guide, you’ll find a detailed comparison table of 12 email marketing platforms, feature breakdowns for each tool, specific benefits for accounting firms, a step-by-step guide to choosing, and answers to common questions. Here’s a remarkable statistic: Email marketing delivers an average ROI of $42 for every dollar spent, with professional services companies often seeing even higher returns.
HubSpot is used by accounting firms worldwide – from solo practitioners to multi-partner CPA practices – who rely on the platform’s built-in CRM and marketing automation to increase client retention and cross-selling advisory services.
Table of contents
What is Email Marketing for Accounting Firms?
Email marketing for accounting firms lets you stay in touch with your clients through targeted campaigns. They use it to send tax deadline reminders, share regulatory updates, provide financial planning tips, announce new services, and maintain relationships during the off-season, when customer interaction naturally slows.
Comparison Table: Best Email Marketing Software for Accounting Firms
|
Email marketing tool |
Best for |
Key Features |
Prices |
Average rating |
|
HubSpot |
Companies with multiple partners that require CRM integration |
Free CRM, marketing automation, customer portals, sales tracking |
Free; Available with Marketing Hub; Starter $9/month per seat |
4.4/5 |
|
Mailchimp |
Small to medium sized CPA practices |
Templates, automation, segmentation, journey mapping |
Free; Essentials $13/month |
4.3/5 |
|
ActiveCampaign |
Companies requiring advanced automation |
Lead scoring, SMS integration, conditional workflows |
Starts at $15/month |
4.6/5 |
|
Constant contact |
Practices that prioritize usability |
Drag and drop builder, live support, event marketing |
Starts at $12/month |
4.0/5 |
|
Brevo |
Growing businesses need SMS + email |
Email + SMS, transactional emails, unlimited contacts |
Free; Starter $8.08/month |
4.5/5 |
|
drops |
Consulting company with complex journeys |
Visual workflows, behavior tracking, sales tracking |
Starting at $39/month |
4.4/5 |
|
AWeber |
Sole proprietors and small businesses |
Templates, autoresponders, list management |
Free; Lite $14.99/month |
4.2/5 |
|
GetResponse |
Companies that host educational webinars |
Webinar hosting, automation, conversion funnels |
Email: $15/month |
4.2/5 |
|
Klaviyo |
Companies serving e-commerce customers |
Advanced segmentation, predictive analytics, attribution |
Free; Email: $45/month |
4.6/5 |
|
Moosend |
Budget-conscious practices |
Unlimited emails, automation, landing pages |
Free; Pro $9/month |
4.6/5 |
|
Campaign Monitor |
Companies with multiple areas of activity |
Multi-brand management, custom templates |
Lite €9.90/month |
4.1/5 |
|
Kit |
Accounting educators and designers |
Visual automation, subscriber tagging, digital products |
Free; Creator $33/month |
4.4/5 |
Best Email Marketing Software for Accounting Firms
Here are the best email marketing platforms that are good for accounting firms, accounting firms, and tax advisors.
1. HubSpot
Best suited for: Multi-partner accounting firms that require CRM, marketing automation, and customer portal capabilities on one platform
Key HubSpot features:
- Free CRM with client pipeline management – Track every customer interaction from advice to tax preparation to advisory services. No spreadsheets are required and everyone on your team sees the same up-to-date information.
- Compliance-ready email templates – Send professional communications using templates designed for financial services. They maintain the right tone, include disclaimers when necessary, and present complex information clearly.
- Sales allocation by service line – See which email campaigns are generating tax clients, consulting engagements, and consulting projects. Link your marketing directly to billable hours and revenue.
HubSpot Pricing:
- Marketing Hub free: $0 (includes email marketing, forms, landing pages, and CRM)
- Marketing Hub Stater: $9/month per seat
- Marketing Hub Professional: $800/month
- Marketing Hub Enterprise: $3,600/month
2. Mailchimp
Best suited for: Small to medium sized CPA practices that want easy-to-use automation with professional templates
Key Features:
- Professional services templates – Start customer communications quickly with email designs for tax reminders, financial tips, and regulatory updates. No design knowledge required.
- Mapping the customer journey – Visualize the entire customer experience from inquiry to tax return to year-end planning. Identify gaps in your communication and find opportunities to engage.
- Behavioral automation – Send targeted emails based on your customers’ activities – website visits, email clicks, form submissions. Follow up at the right time without manual work.
Prices:
- Free
- Basic plan: $13/month
- Standard: $20/month
- Premium: $350/month
View detailed Mailchimp pricing
3. ActiveCampaign
Best suited for: Accounting firms that require sophisticated automation and customer assessment for complex service models
Key Features:
- Advanced customer review – Automatically prioritize high-value prospects based on email engagement, website behavior and inquiry history. Focus on leads that are most likely to become long-term consulting clients.
- Conditional workflow automation – Create email sequences that adapt to customer responses, service types, and engagement. Different paths for tax-only clients versus full-service relationships.
- Integrated SMS – Coordinate email and text campaigns for time-sensitive communications such as tax deadline reminders and appointment confirmations.
Prices:
- Starter: $15/month
- Plus: $49/month
- Pro: $79/month
- Corporate: $145
View detailed ActiveCampaign pricing
4. Constant contact
Best suited for: CPA practices that want easy email marketing with strong customer support
Key Features:
- Drag and drop email builder – Create professional emails without any programming. The simple interface allows for quick campaign creation, even during busy tax season.
- Event marketing integration – Promote and manage CPE events, client appreciation meetings and financial planning seminars. Registration, confirmations and reminders in one place.
- Real-time reporting dashboard – Monitor performance with clear images showing opens, clicks and engagement. Quick assessments without diving into complex analysis.
Prices:
- Lite: $12/month
- Standard: $35/month
- Premium: $80/month
View detailed pricing for Constant Contact
5. Brevo
Best suited for: Growing accounting firms that require email and SMS on one platform and whose pricing is based on sends, not contacts
Key Features:
- Unified email and SMS – Coordinate text reminders with email notifications through one interface. Easier than managing multiple platforms.
- Transactional email features – Send order confirmations, document receipts and invoice notifications automatically. Reliable delivery of important customer communications.
- Unlimited contacts on paid plans – Create large customer databases without increasing costs. Pricing is based on emails sent, not the number of contacts.
Brevo prices:
- Free: $0
- Starter: $8.08/month
- Standard: $16.17
- Professional: $449.08
- Company: Individual prices
6. drops
Best suited for: Consulting-focused companies manage complex customer journeys with behavioral tracking
Important Drip Features:
- Visual workflow builder – Design complex email sequences with an intuitive interface. Plan customer journeys from consultation to ongoing consulting relationships.
- Behavior tracking and tagging – Monitor customer interactions across email, website and content. Automatically tag based on behavior for hyper-personalized tracking.
- Sales tracking integration – Connect campaigns with customer acquisition and service upgrades. Learn which marketing efforts generate the highest value relationships.
Drip prices:
- Email: Starting at $39/month (2,500 contacts)
- Pricing tiers with contact list size
7. AWeber
Best suited for: Sole proprietors and small businesses who want simple, reliable email marketing
Key AWeber features:
- 700+ email template library – Choose from pre-built professional templates for tax reminders, financial tips and newsletters. Quick campaign creation without individual design.
- Autoresponder sequences – Set up automated follow-ups for consultations, tax returns or inquiries. Consistent communication without manual sending.
- List segmentation tools – Organize customers with unlimited tags based on service type, engagement and lifecycle stage. Easily target specific segments.
AWeber prices:
- Free: $0
- Lite: $15/month
- Plus: $30/month
- Done for you: $30/month
8. GetResponse
Best suited for: Accounting firms use educational webinars for CPE courses and thought leadership
Key GetResponse features:
- Integrated webinar hosting – Run live events for up to 1,000 participants. Tax planning workshops, software tutorials and regulatory updates without separate webinar software.
- Conversion funnel builder – Create complete marketing funnels with landing pages, email sequences and webinar registration. Guide prospects from interest to consultation.
- Autofunnel templates – Launch campaigns faster with pre-built professional services templates. Minutes instead of hours for tax season promotions.
GetResponse Pricing:
- Starter: $15.58/month (1,000 contacts)
- Marketer: $48.38/month
- Creator: $56.58/month
- Company: Individual prices
View detailed GetResponse pricing
9. Klaviyo
Best suited for: Accounting firms serving e-commerce clients requiring advanced segmentation and revenue attribution
Key features of Klaviyo:
- Predictive analytics – Identify high-value customers and predict future service needs using machine learning. Target customers who are most likely to purchase consulting services or recommend companies.
- Advanced segmentation with over 350 criteria – Create specific customer segments based on service history, engagement, revenue and lifecycle stage. Hyper-targeted communication.
- Tracking sales attribution – See exactly how much revenue each campaign generates. Connect marketing directly to customer acquisition and service upgrades.
Prices:
- Free: $0 (up to 250 contacts)
- Email: Starting at $45/month (based on contacts)
- Email + SMS: Starting at $60/month
10. Moosend
Best suited for: Budget-conscious practices that want powerful automation at low cost
Key Features:
- Unlimited email delivery – Send as many emails as needed without incurring per-message fees. Economical for frequent tax reminders and year-round customer training.
- AI-powered subject line optimization – Improve open rates with AI that analyzes performance and suggests improvements based on millions of campaigns.
- Landing page builder included – Create campaign pages for service promotions and consultation bookings. Consolidates tools and reduces costs.
Prices:
- Free: $0 (up to 1,000 subscribers)
- Pro: $9/month (unlimited emails)
- Moosend+: Individual prices
- Company: Individual prices
View detailed prices for Moosend
11. Campaign Monitor
Best suited for: Accounting firms with multiple practice areas that require separate branding for different services
Key Features:
- Multi-brand management – Organize different practice areas in one account. Separate branding, templates and contacts for tax preparation, wealth management and business consulting.
- Custom template designer – Create branded email templates that maintain a consistent company identity. Build recognition and trust through cohesive messages.
- Time zone shipping – Deliver campaigns in recipients’ local time zones. Optimize engagement for companies serving customers in different regions.
Prices:
- Lite: €9.90/month
- Essential: €24.30/month
- Premier: €132/month
View detailed pricing for Campaign Monitor
12. Kit
Best suited for: Accounting experts create educational content and audience building courses
Key features of the kit:
- Visual automation builder – Design email sequences with an intuitive interface. Easily create complex care sequences for prospects in different phases.
- Subscriber tagging system – Organize the audience by interests such as tax planning, business consulting, estate planning or retirement. Deliver targeted content that matches your preferences.
- Digital product delivery – Sell and deliver tax guides, financial checklists and courses directly from the platform. Revenue streams that go beyond traditional services.
Kit prices:
- Newsletter: $0
- Creator: $33/month
- Creator Pro: $66/month (advanced features)
Benefits of Email Marketing Software for Accounting Firms
Automate tax deadline communication.
Stop manually reminding customers of deadlines. Email marketing software automatically notifies customers of upcoming tax deadlines based on the type of service they provide. Accounting firms reduce last-minute document submissions by 40% through automated appointment reminders. Your employees save 8-12 hours per week on outbound calls.
Stay connected all year round.
Emails ensure you stay up to date even during slow seasons. When customer interaction decreases between tax deadlines and year-end planning, strategic email campaigns ensure engagement is maintained. Share financial tips, regulatory updates and advisory insights.
Cross-selling consulting services.
Identify customers ready for additional services by tracking who engages with your consulting content. Accounting firms are increasing adoption of advisory services by using behavioral email triggers. Transform tax-only customers into full-service relationships.
Generate more referrals.
Systematic recommendation campaigns encourage satisfied customers to recommend your company. Companies generate more qualified leads with automated referral sequences because automation formalizes a highly successful, but often passive, form of marketing. Plan your requests around positive experiences, such as: B. successful tax results.
Make data-driven decisions.
See which campaigns generate consultations, service upgrades and referrals. Replace guesswork with concrete metrics: open rates, click-through rates, conversions, and revenue attribution. Prove marketing ROI to your partners and justify further investment.
10 Important Features for Accounting Email Marketing Software
- Automation of tax deadlines – Trigger campaigns based on federal, state and local fiscal calendars
- Customer segmentation by service type – Address pure tax customers differently than advisor relationships
- CRM integration – Sync data with practice management software to avoid double entry
- Compliance friendly templates – Use professional formats suitable for financial services
- Document sharing integration – Connect to secure customer portals without the risk of email attachments
- Mobile optimization – Displays correctly on smartphones, where 67% of emails are opened
- A/B testing – Test subject lines, send times and content to improve performance
- Behavioral automation – Trigger follow-ups based on opens, clicks and website visits
- Landing page builder – Build consultation booking sites without a web developer
- Sales attribution – Connect campaigns to customer acquisition and service revenue
How to Choose an Email Marketing Tool for Accounting Firms (Step by Step)
Step 1: Design your customer communication calendar.
Document all recurring touchpoints throughout the year: tax season communications, quarterly reminders, year-end planning, CPE events, regulatory updates, and financial education content. Identify what is manual and what could be automated.
Step 2: Identify must-have features based on your practice.
Tax-focused practices need appointment automation and seasonal planning. Consulting-focused companies require sophisticated curation and behavioral tracking. Multi-service practices require advanced segmentation. List your absolute needs versus nice-to-haves.
Step 3: Compare usability and team suitability.
Test platforms during free trials. Can your team create campaigns independently or do you need ongoing support? Constant Contact and AWeber are suitable for beginners. ActiveCampaign and HubSpot offer more power but require more expertise.
Step 4: Check costs at scale.
Calculate costs as your database grows over 12 to 24 months. Some platforms charge per contact, others charge per email sent. Project the size of your list (active customers, prospects, and referral sources) and review pricing accordingly. Consider the cost of add-ons such as SMS or landing pages.
Step 5: Choose a flexible platform – like HubSpot.
Choose a platform that can scale without forcing you to migrate later. HubSpot supports accounting firms from solo practitioners to multi-partner practices with a unified platform. Start with the free tier and then expand as you grow – no data migration required.
How to create email marketing campaigns for accounting firms
Define the purpose and target group of your campaign.
Set a clear goal before creating content. Do you encourage tax preparation before deadlines? Are you finding out about new regulations? Are you announcing expanded services? Nurture leads? Reactivate dormant customers? Clear goals determine everything else.
Segment your customer list.
Divide contacts into target groups: business or individual customers, tax-only customers or advisory customers, active or inactive customers, high-quality or standard service. Generate segmented campaigns 58% all income
Design professional, mobile-friendly templates.
Create templates that preserve your brand while displaying correctly on smartphones (where 67% of emails are opened). Use single-column layouts, clear hierarchies, professional colors, and large buttons.
Write clear subject lines with specific value.
Communicate relevance immediately. Examples: “Estimated Q4 tax payment due December 15,” “New 2025 tax law changes that impact your business,” or “Ready for year-end tax planning?” Keep subject lines under 40 characters.
Add a clear call to action.
Remind recipients of one key action: schedule consultations, download guides, sign up for webinars, or upload documents. Multiple CTAs lead to decision paralysis. Place your primary CTA prominently with contrasting colors.
Set up automated follow-up sequences.
Configure triggered follow-ups based on behavior. After 2-3 days, send reminder emails with different subject lines to non-openers. Track clicks with additional information. Create canceled booking sequences to recover 15-25% of incomplete scheduling.
Monitor performance using benchmarks.
Track opens, clicks, conversions, unsubscribes and revenue. Compare to professional services benchmarks (24% open rate, 3.2% click-through rate). Identify what works and replicate it in future campaigns.
Frequently asked questions
What is the best email marketing tool for accounting firms?
HubSpot is the best email marketing tool for accounting firms because it combines email, CRM, client portals, and automation into one platform. The free tier includes unlimited contacts, email marketing, forms, landing pages and CRM – accessible to solo practitioners and small businesses.
Practices with multiple partners benefit from revenue attribution that connects campaigns to customer acquisition and service upgrades. Accounting firms using HubSpot increased customer retention rates through automated year-round engagement.
What features should I look for in email marketing tools for accounting firms?
Look for tax deadline automation, customer segmentation by service type, CRM integration, compliance-friendly templates, document sharing integration, mobile optimization, behavioral automation, A/B testing, landing page builders, and revenue attribution.
Tax deadline automation ensures timely reminders without manual work. CRM integration eliminates the need for double data entry. Mobile optimization is important because 81% of consumers prefer to use their smartphone to open and respond to emails.
Is HubSpot good for accounting firms?
Yes, HubSpot is great for accounting firms. It offers a platform for marketing, sales and customer service – designed for long-term professional relationships.
The free CRM tracks every customer interaction over several years. Marketing automation enables the creation of workflows for tax reminders, customer education and advisory promotions, eliminating the need for technical expertise.
Multi-partner accounting practices increased adoption of advisory services by leveraging HubSpot’s behavioral email triggers. Solo practitioners start for free and then increase as they grow.
How much does email marketing software for accounting firms cost?
Email marketing software costs between $0 and $3,600 per month, depending on database size, features, and scope of practice. Free tiers support 250-1,000 contacts with basic features. Paid entry-level plans cost $12 to $29 per month for fewer than 1,000 contacts.
Mid-sized companies with 2,500 to 5,000 contacts typically spend $50 to $200 per month. Large practices with multiple partners and 10,000+ contacts invest $500-$3,600 per month. Some platforms charge per contact, others charge per email sent – compare carefully as your list grows.
How can accounting firms improve email delivery rates?
Double opt-in for new contacts, regularly remove inactive subscribers, authenticate your domain with SPF and DKIM records, avoid spam trigger words, send consistent volumes, segment by relevance, personalize sender names and monitor bounce rates.
Aim for over 95% inbox placement and less than 0.1% spam complaints. Only send emails to people who have opted in and provide clear value in every communication.
Meet HubSpot, the best email marketing choice for accounting firms
HubSpot combines email marketing, CRM, customer communications and service tracking in a platform designed for professional services. Over 184,000 companies worldwide trust HubSpot because it eliminates the need for multiple separate tools.
Key HubSpot features for accounting firms:
- Unified CRM and marketing platform – Manage every customer interaction from advice to tax preparation to advisory engagements in one system. No duplicate entries and everyone sees the same current information.
- Workflows to automate tax season – Create email sequences triggered by tax deadlines, customer service appointments, and engagement milestones. Drag-and-drop automation with conditional logic – no technical expertise required.
- Integration of the customer portal – Offer secure document sharing, two-way messaging, and engagement tracking through integrated portals that connect to your email campaigns.
HubSpot’s Impact on Accounting Firms:
Multi-partner accounting firms increased customer retention rates with HubSpot’s year-round engagement campaigns beyond tax season. CPA firms using HubSpot generated more advisory services revenue by identifying taxable clients ready for expanded services.
Accounting practices reduced customer acquisition costs by using HubSpot’s integrated platform, which eliminated the need for separate CRM, email, and portal subscriptions. Solo practitioners saved 12 hours per week by automating tax reminders, document tracking, and wire transfer requests.
With HubSpot’s free tier, you get comprehensive CRM and email marketing without a credit card. Paid tiers start at $9 per month and expand to enterprise solutions with advanced analytics, custom reports, and API integrations.
Are you ready to transform your accounting firm’s client communications? Get started with HubSpot’s free platform or Schedule a demo to see how it works for companies like yours.