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MarketingSherpa Video Archive

How an Accounting Software Company Drives 40% of its Business from Email

Div Bhansali, VP of Marketing, AccountantsWorld


AccountantsWorld, a small (less than 50 employees) cloud-based software solutions provider for accountants, publishes a daily newsletter with 80,000 active subscribers — that’s about 1/3 of the addressable market. It keeps up with its enterprise-size competitors by providing the right balance of objectivity and addressing customer pain points in newsletter content.

However, while AccountantsWorld was doing a great job of providing value, the majority of its subscribers were unaware that it sold software. So, VP of Marketing Div Bhansali and his team implemented a few key steps that ultimately resulted in an 8% increase in sales and 12% increase in newsletter subscribers.

Watch Bhansali’s full MarketingSherpa Summit 2017 session to learn how the AccountantsWorld team:

  • Mindfully added branded content and ads to their newsletter
  • Rebranded the newsletter to help customers realize AccountantsWorld was more than a publisher
  • Cross-promoted top performing newsletter content on social media to grow engagement on both channels