Client: Los Angeles boutique tax and business management firm catering to high-net-worth individuals
Challenge: The client was launching as a new firm with a modern, tech-forward brand with a highly relationship-driven client base. While the team excelled at white-glove, one-to-one outreach, they were hesitant to implement an email marketing strategy to announce the firm, worried that it would feel too impersonal or spammy. Berbay’s goal was to demonstrate that an e-newsletter could complement – not replace – the firm’s personalized approach, while delivering measurable results.
Work: Our team advised the client on the strategic role a newsletter could play in building momentum for a new firm. We positioned it as a way to reach a broader network and accelerate awareness during a critical launch phase.
We worked closely with firm leadership to develop a design and messaging that reflected the firm’s sophistication and expertise. The newsletter was distributed to the firm’s professional network, extending far beyond the contacts leadership could realistically reach through individual calls and emails.
We also implemented tracking and performance measurement to evaluate engagement and effectiveness. Open rates, click behavior and direct responses were monitored and compiled into an analysis report, allowing firm leadership to see how the newsletter performed across their network.
Results: What began as a point of resistance quickly transformed into an effective business development tool. The newsletter exceeded expectations, receiving an 70% open rate – an exceptionally high level of engagement that significantly outperformed industry benchmarks for professional services email campaigns.
Moreover, the firm received dozens of calls and responses resulting in new business. This reinforced that the firm could implement a marketing tactic to drive growth while preserving a premium, relationship-first brand.
