TUNE IN ON YOUR FAVORITE APP

 

LinkedIn and Instagram can feel like the “suit and tie” of social… but your inbox? That’s your VIP room. 

In this guest convo, Melissa Seidman from Not Another Virtual Assistant (NAVA) breaks down how to build and grow an email list, without making it complicated or spammy. 

In this episode, I sit down with Melissa, to chat about:

• Why sending newsletters from your personal email is a no-go 
• Platforms and price changes – which is best for you
• Lead magnets that work for financial firms 
• How often to email (and why consistency > frequency)
• One mistake to stop making

Grab your free resources, join her Facebook group and so much more:

https://notanothervirtualassistant.com/everything/

 

About the Guest:

Melissa Seideman is the CEO of Not Another Virtual Assistant (NAVA), a company she founded to empower entrepreneurs to scale their businesses through strategic email marketing. She built NAVA into a multi-six-figure business while working as a full-time history teacher and raising two young boys, a journey that fuels her passion for creating efficient systems and impactful automation. A self-taught entrepreneur, Melissa is dedicated to helping her clients reclaim valuable time, build strong customer relationships, and achieve their full potential.

 

Connect with Melissa below:

Facebook Group: Email Marketing for Business Owners 💌 | Facebook

Instagram: https://www.instagram.com/notanotherva/

 

If you run a financial firm, accounting practice, virtual CFO, or solo CPA; email is one of the most dependable ways to stay top-of-mind with clients and keep your pipeline healthy. The trick isn’t sending more emails. It’s sending better, more consistent ones.

In this guest conversation, I sat down with Melissa Seidman of Not Another VA  to unpack how financial pros can build (and actually enjoy) an email program that works. 

 

Don’t send newsletters from your personal email

 

I know it’s tempting. But mass emailing from a personal inbox (like Gmail) creates issues with deliverability and compliance (think CAN-SPAM in the U.S. and GDPR in Europe).

Use an email service provider (ESP) instead like MailerLite, Flodesk, Kit, or others. And send from a custom domain (e.g., you@yourfirm.com). It looks professional and helps your emails reach the inbox.

Checklist

• Choose an ESP (start with a free plan if you’re testing)
• Authenticate your domain (SPF/DKIM) inside your ESP
• Use a branded sender name + reply-to address
• Include a visible unsubscribe + mailing address

 

Which platform should you choose?

 

Short answer: the one you’ll actually use. Longer answer:

• MailerLite: User-friendly, clean editor, solid automations. Great balance of simplicity and power.
• Flodesk: Beautiful templates, simple workflows, consistent pricing tiers; design-forward and easy to learn.
• Kit: Strong automations and tagging; fantastic for creators, segmenting, and advanced logic.

Pricing changes happen. Instead of chasing deals, pick a tool that fits your workflow, support needs, and future automations. If it helps you generate revenue and save time, it’s worth it.

 

Lead Magnets

 

A lead magnet is an incentive to join your list. Keep it simple and directly tied to a pain point.

Lead magnet ideas for financial firms

• Quarterly Tax Prep Cheatsheet
• Cash Flow Forecast Template
• 15-Minute Video: “How to Read Your P&L (Without Guessing)”
• Spreadsheet Calculator

Create it in Canva or Google Sheets, connect a form in your ESP, and automate delivery.

Promote it everywhere

• Website header + dedicated landing page
• Email signature
• LinkedIn & Instagram
• Podcast show notes
• Onboarding forms and discovery calls

 

When to start emailing (and how often)

 

Now. Even if you have five subscribers. They don’t know they’re only one of five. They just know if you’re consistent or not. Pick a cadence you can maintain:

• Monthly: totally fine if you keep it consistent
• Bi-weekly: great for staying relevant without overwhelm
• Weekly: ideal if you regularly create content

Pro tip for financial firms: Increase frequency around tax season and year-end, but only if you’re already nurturing year-round. Consistent education builds trust so promotional emails don’t feel salesy later.

 

How long should your emails be?

 

Around 300 words is a sweet spot for attention spans. If you’ve got more to say, turn it into a blog post and link to it. Either way, include your call-to-action (CTA) at the top, middle, and PS so no one misses it.

CTA ideas

• Book a consult
• Download your checklist/template
• Read the blog / listen to the podcast
• Register for a tax or bookkeeping webinar

What to write when you’re stuck

Write like you’re emailing a smart friend who asked for help.

Simple outline

1. Problem: “Month-end keeps slipping and you’re playing catch-up.”
2. Insight/Story: a quick client scenario or lesson learned
3. Tip/Process: 1–3 steps or a mini-checklist
4. CTA: “Grab the Checklist” or “Book a 20-min review”

Rotate topics: compliance deadlines, tax planning, cash flow, pricing, payroll, tech stack, owner pay, KPIs. You have endless material.

 

The biggest mistake to avoid

 

Constant selling. Educational nurture content is what earns attention and trust. Mix in stories, small wins, and practical steps. Then, when you do make an offer, people are ready.

Tools that make it easier

• Project management: Asana, ClickUp, Monday, Trello. Pick one and live in it.
• Automation: Zapier can push calendar events or form fills into your task system so follow-ups don’t slip.
• Templates: Save time with reusable blocks (header, CTA, PS). Melissa’s tip: batch a month of emails in one sitting.

 

If you want help mapping your email connect with Melissa 👉 Book a Call: Let’s work together! – NOT ANOTHER VIRTUAL ASSISTANT