Email marketing for accounting firms comes with unique challenges. You’re dealing with strict compliance requirements, seasonal workload swings during tax season, complex financial information that needs to be communicated clearly, and client relationships that can span decades.

Email marketing tools solve these problems by automating tax deadline reminders, segmenting clients by service type, and keeping you connected with clients year-round—not just during tax season. The right platform helps you stay top-of-mind, cross-sell advisory 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, benefits specific to accounting firms, a step-by-step selection guide, and answers to common questions. Here’s a stat worth noting: email marketing delivers an average ROI of $42 for every dollar spent, with professional services firms 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 integrated CRM and marketing automation to increase client engagement and cross-sell advisory services.

Table of Contents

• What is email marketing for accounting firms?
• Comparison Table: Best Email Marketing Software for Accounting Firms
• Best Email Marketing Software for Accounting Firms
• Benefits of Email Marketing Software for Accounting Firms
• 10 Important Features for Accounting Email Marketing Software
• How to Choose an Email Marketing Tool for Accounting Firms (Step-by-Step)
• How to Create Email Marketing Campaigns for Accounting Firms
• Frequently Asked Questions
• Meet HubSpot, the Top Email Marketing Choice for Accounting Firms

What is email marketing for accounting firms?

Email marketing for accounting firms is how you stay connected with clients through targeted campaigns. You use it to send tax deadline reminders, share regulatory updates, deliver financial planning tips, announce new services, and maintain relationships during the off-season when client interaction naturally drops off.

Comparison Table: Best Email Marketing Software for Accounting Firms

Best Email Marketing Software for Accounting Firms

Here are the top email marketing platforms that work well for accounting firms, CPA practices, and tax advisors.

1. HubSpot

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Best For: Multi-partner accounting firms that need CRM, marketing automation, and client portal features in one platform

Key HubSpot Features:

• Free CRM with client pipeline management – Track every client interaction from consultation to tax prep to advisory services. No spreadsheets 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 where needed, and present complex information clearly.
• Revenue attribution by service line – See which email campaigns generate tax clients, advisory engagements, and consulting projects. Connect 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

View detailed HubSpot pricing

2. Mailchimp

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Best For: Small to mid-size CPA practices that want easy-to-use automation with professional templates

Key Features:

• Professional services templates – Launch client communications quickly with email designs built for tax reminders, financial tips, and regulatory updates. No design skills needed.
• Client journey mapping – Visualize the complete client experience from inquiry to tax filing to year-end planning. Spot gaps in your communication and find opportunities to engage.
• Behavioral automation – Send targeted emails based on what clients do—website visits, email clicks, form submissions. Follow up at the right time without manual work.

Pricing:

• Free
• Essentials: $13/month
• Standard: $20/month
• Premium: $350/month

View detailed Mailchimp pricing

3. ActiveCampaign

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Best For: Accounting firms that need sophisticated automation and client scoring for complex service models

Key Features:

• Advanced client scoring – Automatically prioritize high-value prospects based on email engagement, website behavior, and inquiry history. Focus on leads most likely to become long-term advisory clients.
• Conditional workflow automation – Create email sequences that adapt based on client 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 like tax deadline reminders and appointment confirmations.

Pricing:

• Starter: $15/month
• Plus: $49/month
• Pro: $79/month
• Enterprise: $145

View detailed ActiveCampaign pricing

4. Constant Contact

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Best For: CPA practices that want simple email marketing with strong customer support

Key Features:

• Drag-and-drop email builder – Create professional emails without any coding. Simple interface makes campaign creation fast, even during busy tax season.
• Event marketing integration – Promote and manage CPE events, client appreciation gatherings, and financial planning seminars. Registration, confirmations, and reminders all in one place.
• Real-time reporting dashboard – Monitor performance with clear visuals showing opens, clicks, and engagement. Quick assessments without diving into complex analytics.

Pricing:

• Lite: $12/month
• Standard: $35/month
• Premium: $80/month

View detailed Constant Contact pricing

5. Brevo

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Best For: Growing accounting firms that need email and SMS in one platform with pricing based on sends, not contacts

Key Features:

• Unified email and SMS – Coordinate text reminders with email notifications from one interface. Simpler than managing multiple platforms.
• Transactional email capabilities – Automatically send engagement confirmations, document receipts, and invoice notifications. Reliable delivery for critical client communications.
• Unlimited contacts on paid plans – Build large client databases without escalating costs. Pricing based on emails sent, not contact count.

Brevo Pricing:

• Free: $0
• Starter: $8.08/month
• Standard: $16.17
• Professional: $449.08
• Enterprise: Custom pricing

View detailed Brevo pricing

6. Drip

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Best For: Advisory-focused firms managing complex client journeys with behavioral tracking

Key Drip Features:

• Visual workflow builder – Design complex email sequences with an intuitive interface. Map client journeys from consultation to ongoing advisory relationships.
• Behavioral tracking and tagging – Monitor client interactions across email, website, and content. Automatically tag based on behavior for hyper-personalized follow-up.
• Revenue tracking integration – Connect campaigns to client acquisitions and service upgrades. See which marketing efforts generate the highest-value relationships.

Drip Pricing:

• Email: Starting at $39/month (2,500 contacts)
• Pricing scales with contact list size

View detailed pricing

7. AWeber

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Best For: Solo practitioners and small firms that want simple, reliable email marketing

Key AWeber Features:

• 700+ email template library – Choose from pre-designed professional templates for tax reminders, financial tips, and newsletters. Fast campaign creation without custom design.
• Autoresponder sequences – Set up automated follow-ups after consultations, tax filing, or inquiries. Consistent communication without manual sending.
• List segmentation tools – Organize clients with unlimited tags based on service type, engagement, and lifecycle stage. Target specific segments easily.

AWeber Pricing:

• Free: $0
• Lite: $15/month
• Plus: $30/month
• Done for You: $30/month

View detailed AWeber pricing

8. GetResponse

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Best For: Accounting firms using educational webinars for CPE courses and thought leadership

Key GetResponse Features:

• Integrated webinar hosting – Conduct 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 templates for professional services. 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
• Enterprise: Custom Pricing

View detailed GetResponse pricing

9. Klaviyo

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Best For: Accounting firms serving e-commerce clients that need advanced segmentation and revenue attribution

Key Klaviyo Features:

• Predictive analytics – Identify high-value clients and predict future service needs using machine learning. Target clients most likely to buy advisory services or refer business.
• Advanced segmentation with 350+ criteria – Create specific client segments based on service history, engagement, revenue, and lifecycle stage. Hyper-targeted communications.
• Revenue attribution tracking – See exactly how much revenue each campaign generates. Connect marketing directly to client acquisitions and service upgrades.

Pricing:

• Free: $0 (up to 250 contacts)
• Email: Starting at $45/month (based on contacts)
• Email + SMS: Starting at $60/month

View detailed Klaviyo pricing

10. Moosend

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Best For: Budget-conscious practices that want powerful automation at low cost

Key Features:

• Unlimited email sending – Send as many emails as needed without per-message charges. Economical for frequent tax reminders and year-round client education.
• 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.

Pricing:

• Free: $0 (up to 1,000 subscribers)
• Pro: $9/month (unlimited emails)
• Moosend+: Custom pricing
• Enterprise: Custom pricing

View detailed Moosend pricing

11. Campaign Monitor

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Best For: Accounting firms with multiple practice areas that need separate branding for different services

Key Features:

• Multi-brand management – Organize different practice areas in one account. Separate branding, templates, and contacts for tax prep versus wealth management versus business advisory.
• Custom template designer – Create branded email templates that maintain consistent firm identity. Build recognition and trust through cohesive messaging.
• Time zone sending – Deliver campaigns in recipients’ local time zones. Optimize engagement for firms serving clients across regions.

Pricing:

• Lite: €9.90/month
• Essential: €24.30/month
• Premier: €132/month

View detailed Campaign Monitor pricing

12. Kit

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Best For: Accounting professionals creating educational content and courses for audience building

Key Kit Features:

• Visual automation builder – Design email sequences with an intuitive interface. Easy to create complex nurture sequences for prospects at different stages.
• Subscriber tagging system – Organize audience by interests like tax planning, business advisory, estate planning, or retirement. Deliver targeted content that matches preferences.
• Digital product delivery – Sell and deliver tax guides, financial checklists, and courses directly through the platform. Revenue streams beyond traditional services.

Kit Pricing:

• Newsletter: $0
• Creator: $33/month
• Creator Pro: $66/month (advanced features)

View detailed Kit pricing

Benefits of Email Marketing Software for Accounting Firms

Automate tax deadline communication.

Stop manually reminding clients about deadlines. Email marketing software automatically notifies clients of upcoming tax deadlines based on their service type. Accounting firms reduce last-minute document submissions by 40% using automated deadline reminders. Your staff saves 8-12 hours weekly on outbound calls.

Stay connected year-round.

Email keeps you top-of-mind during slow seasons. When client interaction drops between tax deadlines and year-end planning, strategic email campaigns maintain engagement. Share financial tips, regulatory updates, and advisory insights.

Cross-sell advisory services.

Identify clients ready for additional services by tracking who engages with your advisory content. Accounting firms increase advisory service adoption by using behavioral email triggers. Turn tax-only clients into full-service relationships.

Generate more referrals.

Systematic referral campaigns encourage satisfied clients to recommend your firm. Firms generate more qualified leads with automated referral sequences as automation formalizes a highly successful, but often passive, form of marketing. Time your requests after positive experiences, such as successful tax outcomes.

Make data-driven decisions.

See which campaigns generate consultations, service upgrades, and referrals. Replace guesswork with concrete metrics: open rates, click-throughs, conversions, and revenue attribution. Prove marketing ROI to partners and justify continued investment.

10 Important Features for Accounting Email Marketing Software

• Tax deadline automation – Trigger campaigns based on federal, state, and local tax calendars
• Client segmentation by service type – Target tax-only clients differently from advisory relationships
• CRM integration – Sync data with practice management software to eliminate duplicate entry
• Compliance-friendly templates – Use professional formats appropriate for financial services
• Document sharing integration – Connect to secure client portals without email attachment risks
• Mobile optimization – Display properly 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 – Create consultation booking pages without web developers
• Revenue attribution – Connect campaigns to client acquisitions and service revenue

How to Choose an Email Marketing Tool for Accounting Firms (Step-by-Step)

Step 1: Map your client 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’s manual and what could be automated.

Step 2: Identify must-have features based on your practice.

Tax-focused practices need deadline automation and seasonal scheduling. Advisory-focused firms need sophisticated nurturing and behavioral tracking. Multi-service practices need advanced segmentation. List your absolute requirements versus nice-to-haves.

Step 3: Compare ease of use and team fit.

Test platforms during free trials. Can your team create campaigns independently, or will you need ongoing support? Constant Contact and AWeber suit beginners. ActiveCampaign and HubSpot offer more power but require more expertise.

Step 4: Check cost at scale.

Calculate costs as your database grows over 12-24 months. Some platforms charge per contact, others per email sent. Project your list size (active clients, prospects, and referral sources) and check pricing accordingly. Include costs for add-ons like SMS or landing pages.

Step 5: Choose a flexible platform — like HubSpot.

Pick a platform that scales without forcing you to migrate later. HubSpot supports accounting firms from solo practitioners through multi-partner practices with one unified platform. Start with the free tier, then upgrade as you grow—no data migration required.

How to Create Email Marketing Campaigns for Accounting Firms

Define your campaign purpose and audience.

Set a clear goal before creating content. Are you promoting tax prep before deadlines? Educating about new regulations? Announcing expanded services? Nurturing leads? Reactivating dormant clients? Clear objectives guide everything else.

Segment your client list.

Divide contacts into targeted groups: business versus individual clients, tax-only versus advisory, active versus inactive, high-value versus standard service. Segmented campaigns generate 58% of all revenue

Design professional, mobile-optimized templates.

Build templates that maintain your brand while displaying properly on smartphones (where 67% of emails are opened). Use single-column layouts, clear hierarchy, professional colors, and large buttons.

Write clear subject lines with specific value.

Communicate relevance immediately. Examples: “Q4 Estimated Tax Payment Due December 15,” “New 2025 Tax Law Changes Affecting Your Business,” or “Ready for Year-End Tax Planning?” Keep subject lines under 40 characters.

Include one clear call-to-action.

Direct recipients toward one primary action: schedule consultations, download guides, register for webinars, or upload documents. Multiple CTAs create decision paralysis. Place your primary CTA prominently with contrasting colors.

Set up automated follow-up sequences.

Configure triggered follow-ups based on behavior. Send reminder emails to non-openers after 2-3 days with different subject lines. Follow up on clicks with additional information. Create abandoned booking sequences to recover 15-25% of incomplete scheduling.

Monitor performance against benchmarks.

Track opens, clicks, conversions, unsubscribes, and revenue. Compare against 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 in one platform. The free tier includes unlimited contacts, email marketing, forms, landing pages, and CRM—accessible for solo practitioners and small firms.

Multi-partner practices benefit from revenue attribution that connects campaigns to client acquisitions and service upgrades. Accounting firms using HubSpot increased client 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, client 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 duplicate data entry. Mobile optimization matters because 81% of consumers prefer to use their smartphones to open and respond to emails.

Is HubSpot good for accounting firms?

Yes, HubSpot is excellent for accounting firms. It provides one platform for marketing, sales, and client service—designed for long-term professional relationships.

The free CRM tracks every client interaction over multiple years. Marketing automation enables the creation of workflows for tax reminders, client education, and advisory promotions, eliminating the need for technical expertise.

Multi-partner accounting practices increased advisory service adoption by using HubSpot’s behavioral email triggers. Solo practitioners start free, then scale up as they grow.

How much does email marketing software for accounting firms cost?

Email marketing software costs $0-$3,600+ monthly, depending on database size, features, and practice scale. Free tiers support 250-1,000 contacts with basic features. Entry-level paid plans cost $12-$ 29 per month for under 1,000 contacts.

Mid-market firms with 2,500-5,000 contacts typically spend $50-200 monthly. Large, multi-partner practices with 10,000+ contacts invest $ 500-$3,600+ monthly. Some platforms charge per contact, others per email sent—compare carefully as your list grows.

How can accounting firms improve email deliverability rates?

Use double opt-in for new contacts, remove inactive subscribers regularly, authenticate your domain with SPF and DKIM records, avoid spam trigger words, send consistent volumes, segment for relevance, personalize sender names, and monitor bounce rates.

Aim for 95%+ inbox placement and under 0.1% spam complaints. Only email people who opted in, and provide clear value in every communication.

Meet HubSpot, the Top Email Marketing Choice for Accounting Firms

HubSpot combines email marketing, CRM, client communication, and service tracking into one platform designed for professional services. Over 184,000 businesses trust HubSpot worldwide because it eliminates the need for multiple disconnected tools.

Key HubSpot Features for Accounting Firms:

• Unified CRM and marketing platform – Manage every client interaction from consultation to tax prep to advisory engagements in one system. No duplicate entry, and everyone sees the same current information.
• Tax season automation workflows – Create email sequences triggered by tax deadlines, client service dates, and engagement milestones. Drag-and-drop automation with conditional logic—no technical expertise required.
• Client portal integration – Provide 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 practices increased client retention rates with HubSpot’s year-round engagement campaigns beyond tax season. CPA firms using HubSpot generated more advisory service revenue by identifying tax-only clients ready for expanded services.

Accounting practices reduced client acquisition costs by using HubSpot’s integrated platform that eliminated separate CRM, email, and portal subscriptions. Solo practitioners saved 12 hours weekly by automating tax reminders, document follow-ups, and referral requests.

HubSpot’s free tier gives you complete CRM and email marketing without a credit card. Paid tiers start at $9 monthly per seat and scale up to enterprise solutions with advanced analytics, custom reporting, and API integrations.

Ready to transform your accounting firm’s client communication? Get started with HubSpot’s free platform or schedule a demo to see how it works for firms like yours.