Expat Tax: Building an email newsletter people want to read
Great results don't always require outsourcing your entire marketing. Learn how Expat Tax combines in-house expertise with specialist email marketing support to create a content strategy that keeps readers coming back.
8/5/20262 min read
“I’ve had a few consultations with Šárka about the best way to handle my taxes in Czechia, and I’m always happy to see the newsletter in my inbox. Once a month, I get a quick overview of what’s changing and anything I should be aware of.”
– Barbara H., Expat Tax newsletter reader
Expat Tax helps foreigners living and working in the Czech Republic navigate taxes, accounting and business administration.
Towards the end of 2024, founder Šárka Berger decided to invest more consistently in educational content. Instead of relying solely on client referrals, she began publishing practical tax updates, sharing expert insights on social media and creating articles that answer the questions expats ask most often.
Building a content ecosystem
Tax legislation changes constantly, making it difficult for many expats to stay on top of new rules, deadlines and obligations. Rather than relying on a single communication channel, Expat Tax wanted to build a content ecosystem where clients and followers could regularly learn something useful.
Educational social media posts spark conversations, blog articles provide deeper guidance, while the monthly newsletter brings together the most important updates in one place, giving subscribers a clear overview of what has changed and what deserves their attention.
Together, these channels help readers stay informed about property tax, social security contributions, VAT changes, maternity benefits and other legislative updates that may affect their lives or businesses in the Czech Republic.
The approach
Education became the core of the marketing strategy. Throughout the year, Expat Tax consistently published educational content across social media, articles and its website.
As part of this strategy, we introduced a monthly newsletter summarising the most important legislative updates and practical tax information in clear, accessible English.
Rather than sending promotional emails, each newsletter focuses on helping readers understand what has changed and whether they need to take action.
We support Expat Tax with email marketing strategy, newsletter planning and copywriting, helping turn complex tax updates into clear, engaging content for an international audience.
Results after one year
Email subscriber base nearly doubled
Average open rate: 56.8%
Highest open rate: 65.0%
Average click-through rate: 6.5%
Consistent monthly newsletter sent throughout the year
Why it works
The newsletter doesn't exist on its own. It builds on the trust created through months of consistent educational content. Many readers first discover ExpatTax through referrals, LinkedIn, blog articles or social media. When they subscribe, they already know they'll receive practical information instead of sales emails. That trust is reflected in consistently high engagement month after month.
That trust is reflected in consistently high engagement month after month.
Key takeaway
To get great results, you don't need to outsource your entire marketing.
ExpatTax creates educational content, writes articles, stays on top of legislative changes, and regularly shares expert insights online. We support one part of that strategy: the monthly newsletter.
By combining in-house expertise with specialist support, Expat Tax has built a communication strategy that delivers consistently high engagement and keeps its audience coming back.
You don't have to do it all yourself
If you already have the expertise but need support turning it into content people actually read, let's see how we can help.
neonberry studio is a digital marketing partner for B2B products. We help you grow through strategies that make sense.
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