Why Newsletters Still Work (and Why You’re Missing Out if You Don’t Send One)

In a world of TikTok reels and AI search, it’s easy to write off email newsletters as “old school.” But here’s the reality: your clients still read them. Especially Gen X and Baby Boomers — the very people who control most of the assets and tax complexity you’re helping manage.

We see it every month: when firms hit send on their client newsletter, the phones ring. Consultations spike. Emails pour in with questions. Upsell opportunities suddenly appear.

It’s not a coincidence. Newsletters are one of the highest-ROI marketing channels available to accountants. Always have been. Still are.

If you do nothing else in your marketing, do this.

What a Great Tax and Accounting Newsletter Looks Like

A proper newsletter isn’t just a generic “tax tips” roundup. It’s a retention and growth engine. At its best, it includes:

• Timely content. Tax law updates, planning reminders, IRS changes, and seasonal issues (think Q4 tax moves or April deadlines).
  
• Life-event triggers. Marriage, divorce, new child, new business — the things clients actually plan their lives around.
  
• Thought leadership. Your insights, not just regurgitated tax code. Position yourself as the go-to advisor.
  
• Segmented messaging. Business owners see one version. 1040 filers see another. Niche clients (like dentists or restaurants) get content that feels written just for them.
  
• Visuals + CTAs. Easy-to-read design, with clear links to book a consult, download a guide, or forward to a friend.
  

And most importantly: consistency.
Cadence matters. A monthly newsletter — every month, no excuses — trains your clients to expect value from you, not just a tax return once a year.

Your clients still read email—especially the ones with assets. Newsletters turn once-a-year tax work into year-round engagement.

Why Newsletters Are the Core of Retention Marketing

Your website is pull marketing — clients have to go find you.
Your newsletter is push marketing — you land directly in their inbox.

That’s powerful.

• It keeps your brand top-of-mind.
  
• It makes you more referable (easy to forward = free word of mouth).
  
• It creates steady upsell opportunities (clients realize what else you can do for them).
  
• It builds traffic back to your website, which strengthens your SEO.
  

One well-written newsletter doesn’t just inform. It amplifies your brand across every channel.

The Hidden Cost of Doing It Yourself

Of course, you could DIY your newsletter. But let’s look at the true costs:

• Content creation. 15–20 articles/month at $300–$500 each = $5,000–$10,000/month.
  
• Proofing + compliance. Staff hours for editing, grammar, and technical accuracy.
  
• SEO + GEO optimization. Knowing how to write so Google actually rewards you.
  
• Creative design. Layout, brand styling, email formatting.
  
• Photography + licensing. Avoiding copyright issues while making it look professional.
  

Add it up, and you’re looking at $30,000–$50,000/year to do newsletters at the level your firm deserves.

That’s why most firms don’t do them at all.

A Sample One-Month Newsletter Outline

Here’s what a single month of content might look like:

• Feature Article: “5 Year-End Tax Moves That Could Save You Thousands” (timely + actionable).
  
• Life Event Spotlight: “What New Parents Need to Know About Child Tax Credits.”
  
• Niche Vertical Add-On: “How Dental Practices Can Maximize Equipment Deductions.”
  
• Quick Tip: “Don’t Miss These Estimated Tax Deadlines in {{state}}.”
  
• CTA: “Book Your Year-End Planning Session Today” (with a direct scheduling link).
  

One send. Multiple touchpoints. Different clients get different, relevant versions.

Enter CountingWorks PRO: Newsletters That Run on Autopilot

Here’s where we change the game.

With CountingWorks PRO, newsletters are built right into your platform:

• Out-of-the-box content. Professionally written, technically accurate, reviewed for compliance.
  
• Custom articles. On Grow, Premier, and Premier Plus, MAX writes unique, personalized articles in your tone and style. No two firms send the same newsletter.
  
• Segmentation. Easily create multiple versions — one for individuals, one for business clients, one for a niche vertical.
  
• Geo + niche optimization. Playbook content can feed your newsletter with localized or industry-specific insights (restaurants, law firms, dentists, etc.).
  
• Easy editing. Add your own content, highlights from your community, or firm updates.
  
• Autopilot. Set it, schedule it, and every month your newsletter goes out without you lifting a finger.
  

Your clients think you’re showing up for them with fresh, timely advice. Behind the scenes, it’s all automated.

Send Value. Build Loyalty.

The ROI of Newsletters (By the Numbers)

• Email marketing generates an average ROI of $36 for every $1 spent (Litmus, 2023).
  
• Firms that send monthly newsletters see spikes in consultations and upsells right after sending.
  
• Consistency compounds: the more often clients see your insights, the more loyal they become — and the more likely they are to refer others.
  

One firm told us: “Every time our newsletter goes out, we get at least three new calls from existing clients wanting extra work.” That’s retention marketing at work.

The Real Payoff

Newsletters are the workhorse of your marketing stack. They:

• Keep you top-of-mind with clients all year long.
  
• Turn tax season once-a-years into year-round relationships.
  
• Drive more referrals and upsells.
  
• Build traffic and SEO by linking back to your site.
  
• Deliver one of the best ROIs in marketing, period.
  

And with CountingWorks PRO, they’re effortless. Automated. Personalized. Branded to you.

The Bottom line

If you do nothing else in marketing, do this. A monthly client newsletter is the single most effective way to retain, upsell, and grow your firm. CountingWorks PRO makes it happen — custom, automated, and aligned to your narrative.

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