11 Best Marketing Automation Software for Tax Season

Tax season is brutal. You’ve got 4 months to capture 80% of your annual revenue. Clients are stressed, deadlines are looming, and your competition is fighting for the same prospects.

But here’s what the most successful tax firms know:

The right marketing automation can turn this chaos into your biggest growth opportunity.

Not by working harder, but by working smarter,  automating follow-ups, nurturing leads, and staying top-of-mind when clients need you most.

The best marketing automation tools help you do exactly that:

• Capture leads during peak season without losing anyone
• Nurture prospects with timely, relevant messaging
• Retain clients year-round (not just during tax season)
• Scale your outreach without hiring more staff

These are the tools my tax firm clients use to generate $2M+ in revenue every tax season.

(Most of which came from automated campaigns set up before January)

The best part?

These tools work GREAT for both solo practitioners and large tax firms. No matter your size or specialization.

My Top Marketing Automation Tools for Tax Season 2025

1. HubSpot: All-in-one CRM with powerful tax season workflows
2. Mailchimp: Best email automation for small tax practices
3. ActiveCampaign: Advanced segmentation for different client types
4. Constant Contact: Simple automation with excellent templates
5. ConvertKit: Perfect for tax educators and course creators
6. GetResponse: Built-in webinar tools for tax education
7. Campaign Monitor: Beautiful emails with advanced analytics
8. AWeber: Reliable automation with great deliverability
9. Pardot: Enterprise-level automation for large firms
10. Infusionsoft (Keap): Small business CRM with automation
11. MailerLite: Budget-friendly option with solid features

HubSpot

Best for tax firms wanting an all-in-one marketing and CRM solution

Pricing: Free plan available; paid plans from $45/month

I know HubSpot appears on every marketing list, but for tax season specifically, it’s incredibly powerful. You can manage your entire client lifecycle from first contact to tax filing, and beyond.

But I don’t use HubSpot for everything.

I use the best tool for the job. And HubSpot REALLY excels at managing complex tax season workflows.

Automate Your Entire Tax Season Funnel

HubSpot’s workflow builder is perfect for tax season automation.

You can set up sequences that trigger based on specific actions: when someone downloads your tax checklist, books a consultation, or hasn’t filed yet by March 1st.

For example, here’s a workflow I set up for a CPA firm:

When someone downloads their “Small Business Tax Deductions Guide,” they automatically enter a 6-email sequence over 2 weeks. The sequence educates them about tax planning, shares case studies, and ends with a consultation booking link.

If they book a consultation, they exit this sequence and enter a “consultation prep” workflow that sends appointment reminders and intake forms.

If they don’t book after 2 weeks, they move to a longer nurture sequence focused on year-round tax planning.

Track Client Lifecycle Beyond Tax Season

The most powerful thing HubSpot offers for tax professionals is visibility into your entire client relationship.

You can see exactly how clients move through your funnel:

• Which lead magnets generate the highest-value clients
• What percentage of consultations convert to paid services
• Which clients need year-round services vs. seasonal-only
• When past clients typically re-engage for next season

For tax firms, this is crucial. You need to know not just who’s filing this year, but who’s likely to become a year-round advisory client.

Set Up Smart Tax Season Campaigns

HubSpot’s campaign tools let you coordinate all your tax season marketing in one place.

You can create a “2025 Tax Season” campaign that includes:

• Landing pages for different service types (individual, business, specialty)
• Email sequences for each client segment
• Social media posts scheduled throughout tax season
• Blog content targeting seasonal keywords

Then you can see exactly which parts of your campaign are driving the most revenue.

Pros & Cons

HubSpot Alternative: Salesforce

Salesforce is another comprehensive CRM with automation capabilities. It offers more customization options than HubSpot.

But for tax professionals specifically, HubSpot’s templates and workflows are more tailored to service-based businesses. Salesforce requires more setup time to get tax-specific automation running.

Mailchimp

Best for small tax practices getting started with email automation

Pricing: Free plan for up to 500 contacts; paid plans from $13/month

Mailchimp is the most user-friendly email automation platform I recommend to solo practitioners and small tax firms.

It’s perfect when you want to start automating your tax season outreach without the complexity of a full CRM.

Set Up Essential Tax Season Automations

Mailchimp makes it easy to create the automations every tax practice needs:

New Client Welcome Series: When someone becomes a client, they automatically receive a welcome email with your tax organizer, important deadlines, and what to expect.

Tax Season Reminder Sequence: Starting in January, past clients receive a series of emails reminding them to schedule their appointment and gather documents.

Last-Minute Filer Campaign: In March, you can trigger urgent emails to anyone who hasn’t scheduled yet, emphasizing the April 15th deadline.

Segment Clients by Tax Complexity

One thing I love about Mailchimp is how easy it is to segment your audience.

You can create different email campaigns for:

• Individual tax clients (simpler messaging)
• Small business owners (focus on deductions and planning)
• High-net-worth clients (emphasis on tax strategies)
• First-time clients vs. returning clients

Each segment gets messaging that speaks directly to their specific tax situation and concerns.

Use Pre-Built Templates for Professional Emails

Mailchimp’s template library includes several that work perfectly for tax professionals. You can customize them with your branding and tax-specific content.

My favorite templates for tax season:

• “Important Tax Updates” newsletter template
• “Appointment Reminder” template
• “Document Checklist” template
• “Tax Season Timeline” template

Pros & Cons

Mailchimp Alternative: Constant Contact

Constant Contact offers similar features with potentially better customer support for small businesses. They also have industry-specific templates for professional services.

ActiveCampaign

Best for advanced segmentation and behavioral automation

Pricing: From $15/month for up to 500 contacts

ActiveCampaign is where I send tax firms when they need more sophisticated automation than basic email sequences.

It excels at behavioral targeting and complex automation workflows.

Create Behavioral Automations

ActiveCampaign lets you trigger automations based on what people actually do, not just when they signed up.

For tax practices, this is powerful:

If someone visits your “Tax Problem Resolution” page multiple times but doesn’t contact you, they automatically receive an email about IRS audit defense services.

If a client downloads your business expense tracking sheet, they get added to a sequence about year-round bookkeeping services.

If someone clicks on your “Tax Planning” email links repeatedly, they receive information about quarterly meetings and advisory services.

Score Leads by Engagement and Value

ActiveCampaign’s lead scoring helps you identify your hottest prospects during busy tax season.

You can assign points for actions like:

• Downloaded tax organizer: +10 points
• Visited pricing page: +15 points
• Opened 3+ tax tip emails: +5 points
• Has business income: +20 points

When someone hits 50+ points, your highest-value prospects get flagged for personal outreach.

Advanced List Management

Managing client data during tax season can get chaotic. ActiveCampaign’s tagging and segmentation tools keep everything organized.

You can automatically tag clients based on:

• Service type needed (individual, business, specialty)
• Filing deadline (extensions, early filers, etc.)
• Value potential (simple return vs. complex planning)
• Communication preferences (email, phone, text)

Pros & Cons

ActiveCampaign Alternative: ConvertKit

ConvertKit offers powerful automation with a simpler interface. It’s particularly good for tax professionals who also create educational content or courses.

Constant Contact

Best for tax professionals who want simple, effective email automation

Pricing: From $12/month; free 60-day trial

Constant Contact strikes the perfect balance between functionality and simplicity for most tax practices.

Tax Season Email Templates That Work

Constant Contact has industry-specific templates designed for professional services. Their tax and accounting templates include:

• “Tax Season Kickoff” announcements
• “Document Request” checklists
• “Deadline Reminder” alerts
• “Thank You & Next Steps” follow-ups

Each template is professionally designed and easily customizable with your firm’s branding and specific services.

Automated Social Media Posting

During tax season, you barely have time to breathe, let alone post on social media. Constant Contact’s automation includes social media scheduling.

You can set up posts that automatically share:

• Tax tips and deadline reminders
• Client success stories (with permission)
• Updates about tax law changes
• Seasonal promotions and service highlights

Event Marketing for Tax Education

Many successful tax firms host educational seminars during tax season. Constant Contact’s event marketing tools help you:

• Create professional event invitations
• Manage RSVPs and waitlists
• Send automated reminder sequences
• Follow up with attendees post-event

Pros & Cons

Constant Contact Alternative: AWeber

AWeber offers similar simplicity with strong deliverability. They’re particularly good for tax professionals who send newsletters year-round to stay connected with clients.

Kit (Formerly called Converkit)

Best for tax professionals who create educational content

Pricing: Free plan for up to 300 subscribers; paid plans from $15/month

Kit is built for creators, making it perfect for tax professionals who use content marketing to attract clients.

Content-Based Lead Magnets

Kit makes it easy to create automated sequences around educational content:

• “10 Overlooked Tax Deductions” guide triggers a 5-email series on tax planning
• “Small Business Tax Calendar” download leads to quarterly check-in emails
• “Retirement Planning Checklist” starts a sequence about tax-advantaged retirement strategies

Tag-Based Automation

Instead of complex segmentation, ConvertKit uses a simple tagging system that’s perfect for tax practices:

• Tag clients by service type: #individual-tax, #business-tax, #tax-planning
• Tag by interests: #real-estate-investor, #small-business-owner, #retirement-planning
• Tag by engagement level: #highly-engaged, #needs-nurturing, #ready-to-buy

Visual Automation Builder

Kit’s visual automation builder makes it easy to create complex sequences without getting lost in the setup.

You can see exactly how someone moves through your funnel from download to consultation to client.

Pros & Cons

ConvertKit Alternative: GetResponse

GetResponse offers similar automation features plus built-in webinar tools, which can be valuable for tax education seminars.

GetResponse

Best for tax professionals who use webinars for client education

Pricing: From $13.50/month; free trial available

GetResponse combines email automation with built-in webinar tools, making it perfect for tax professionals who educate clients through live sessions.

Integrated Webinar Marketing

During tax season, educational webinars can be incredibly effective for attracting new clients. GetResponse lets you:

• Create registration pages for tax planning webinars
• Send automated reminder sequences to registrants
• Follow up with attendees with relevant service offers
• Nurture no-shows with recorded content

Landing Page Builder

GetResponse includes a drag-and-drop landing page builder with templates designed for professional services.

You can quickly create pages for:

• Tax consultation bookings
• Service-specific landing pages
• Lead magnet downloads
• Webinar registrations

Marketing Automation with Webinar Data

The real power comes from combining webinar attendance data with email automation.

For example:

• Webinar attendees who stayed for the full session get a direct consultation offer
• People who left early receive additional educational content
• No-shows get the recording plus related resources

Pros & Cons

GetResponse Alternative: GoToWebinar + Mailchimp

Using GoToWebinar for webinars plus Mailchimp for email automation can provide more advanced features in each area, though it requires managing two separate platforms.

Campaign Monitor

Best for tax firms that prioritize email design and branding

Pricing: From $13.50/month; free trial available

Campaign Monitor creates some of the most beautiful emails in the industry, making it perfect for tax firms that want to maintain a premium brand image.

Professional Email Templates

Campaign Monitor’s templates are designed by professional designers and look significantly more polished than most email automation platforms.

For tax professionals, this means your emails reflect the premium nature of your services from the first impression.

Advanced Analytics and Reporting

Campaign Monitor provides detailed insights into email performance:

• Heat maps showing where people click in your emails
• Engagement scoring to identify your most interested prospects
• Revenue tracking for consultation bookings
• A/B testing for subject lines and content

Client Management Features

Campaign Monitor includes features specifically useful for service-based businesses:

• Custom fields for client-specific information
• Automated birthday and important date reminders
• Client feedback surveys
• Referral tracking and automation

Pros & Cons

Campaign Monitor Alternative: Mailjet

Mailjet offers professional email design tools with collaborative features, good for tax firms with multiple team members creating emails.

AWeber

Best for tax professionals who value reliability and deliverability

Pricing: From $15/month; free plan for up to 500 subscribers

AWeber has been around since 1998 and has built a reputation for excellent deliverability — crucial during tax season when your emails absolutely must reach clients.

Superior Email Deliverability

AWeber maintains relationships with major email providers that help ensure your emails land in inboxes, not spam folders.

This is critical during tax season when:

• Deadline reminder emails must reach clients
• Appointment confirmations need to be seen immediately
• Important tax law updates can’t be missed

Simple Automation for Essential Workflows

AWeber focuses on doing email automation well without overwhelming complexity:

• Welcome series for new clients
• Birthday and anniversary emails
• Follow-up sequences for prospects
• Re-engagement campaigns for inactive subscribers

Tag-Based Organization

AWeber’s tagging system helps you organize clients without complex segmentation:

• Tag by service type
• Tag by engagement level
• Tag by referral source
• Tag by special needs or situations

Pros & Cons

AWeber Alternative: MailerLite

MailerLite offers similar reliability with a more modern interface and competitive pricing.

Pardot (Marketing Cloud Account Engagement)

Best for large tax firms and enterprise-level practices

Pricing: From $25USD/User/Month.

Pardot (now called Marketing Cloud Account Engagement) is Salesforce’s B2B marketing automation platform, designed for large tax firms and accounting practices.

Advanced Lead Scoring and Grading

Pardot’s lead scoring goes far beyond basic email engagement:

• Behavioral scoring based on website activity
• Demographic grading based on ideal client profiles
• Progressive profiling to gradually collect client information
• Automated lead routing to appropriate team members

Complex Multi-Touch Campaigns

Large tax firms can create sophisticated campaigns that span multiple channels and touchpoints:

• Email sequences coordinated with direct mail
• Website personalization based on visitor behavior
• Social media retargeting integrated with email automation
• Event-triggered campaigns across all channels

Enterprise-Level Reporting

Pardot provides the kind of detailed analytics that large firms need:

• ROI tracking by campaign and channel
• Attribution modeling for multi-touch conversions
• Custom dashboards for different stakeholders
• Integration with Salesforce for complete client lifecycle reporting

Pros & Cons

Pardot Alternative: HubSpot Enterprise

HubSpot’s Enterprise tier offers many similar features at a lower price point, though with somewhat less customization than Pardot.

Infusionsoft (Keap)

Best for small tax firms that need CRM and automation in one platform

Pricing: From $299/month; free trial available

Keap (formerly Infusionsoft) is designed specifically for small businesses that need both CRM and marketing automation without enterprise complexity.

Visual Campaign Builder

Keap’s visual campaign builder makes it easy to map out complex client journeys:

• Initial consultation to service delivery
• Referral programs to encourage word-of-mouth
• Year-round nurturing to maintain client relationships
• Upselling existing clients to additional services

Built-in Appointment Scheduling

Keap includes appointment scheduling that integrates directly with your automation:

• Prospects can book consultations directly from emails
• Automatic confirmation and reminder sequences
• Integration with your calendar and availability
• Follow-up automation after appointments

E-commerce and Payment Processing

For tax firms that sell additional products or services, Keap includes:

• Payment processing for retainers and services
• Recurring billing for monthly advisory clients
• Product sales for tax planning tools or courses
• Automated invoicing and payment reminders

Pros & Cons

Keap Alternative: Pipedrive + Mailchimp

Using Pipedrive for CRM plus Mailchimp for automation can provide similar functionality with potentially better user experience in each area.

MailerLite

Best budget-friendly option without sacrificing essential features

Pricing: Free plan for up to 1,000 subscribers; paid plans from $9/month

MailerLite proves you don’t need to spend a fortune to get solid marketing automation for your tax practice.

Essential Automation at Low Cost

MailerLite includes all the automation features most tax practices need:

• Welcome email series for new subscribers
• Abandoned form follow-ups for incomplete consultation requests
• Birthday and anniversary emails for client retention
• Re-engagement campaigns for inactive subscribers

Drag-and-Drop Email Builder

Creating professional-looking emails is simple with MailerLite’s intuitive editor:

• Pre-designed templates for professional services
• Easy customization with your firm’s branding
• Mobile-responsive designs that look good on all devices
• A/B testing to optimize email performance

Landing Page Builder Included

MailerLite includes a basic landing page builder at no extra cost:

• Lead magnet download pages
• Consultation booking pages
• Service-specific landing pages
• Newsletter signup forms

Pros & Cons

MailerLite Alternative: Sendinblue (Brevo)

Brevo (formerly Sendinblue) offers similar pricing with additional features like SMS marketing and live chat.

Other Tools I Use in Tax Season Marketing Workflows

Managing marketing automation for tax season requires more than just email platforms.

At our agency, we use additional tools to streamline the entire client acquisition and retention process:

• Calendly for automated consultation scheduling that integrates with email workflows
• Zapier to connect different tools and automate data transfer between platforms
• Google Analytics with UTM tracking to measure which campaigns drive the most valuable clients
• TypeForm for engaging lead qualification surveys that segment prospects automatically
• Canva for creating consistent visual content across all marketing materials

Ready to Automate Your Tax Season Success?

Tax season doesn’t have to be chaos.

With the right marketing automation in place, you can capture more leads, nurture them effectively, and turn seasonal clients into year-round relationships.

Start with one platform that fits your current needs and budget. Then add specialized tools as your practice grows.

The key is starting early,  ideally before December,  so your automation is running smoothly when prospects start looking for tax help in January.