MSP Email Marketing: Best Practices For Crafting Emails That Actually Get Read

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    Email marketing is often the first tool that MSPs harness to grow their businesses, but the fact is that it’s a difficult art to master. You can’t fire off a bunch of emails and hope for the best. No, MSP email marketing is all about making those genuine connections, nurturing leads, and ultimately growing our business.

    By crafting targeted messages tailored to the needs and interests of our audience, we can establish credibility, nurture relationships, and ultimately, convert prospects into loyal clients. That makes it seem simple, whereas it’s anything but. While the team at Tech Pro Marketing has achieved a lot of success in email marketing for MSPs like you, we’re still honing our craft.

    In this article, I’ll share what we’ve learned so far, from email marketing strategies to best practices and actionable insights to help you maximize the impact of your campaigns. Whether you’re a seasoned veteran or new to the game, there’s always something to learn and refine in the realm of email marketing for IT services.

    What is MSP Email Marketing?

    MSP email marketing is the use of targeted email campaigns to promote IT services, share valuable insights, and engage with clients and prospects. Beyond the textbook definition, the point of email marketing for MSPs is that it’s an extremely low-cost way to directly speak to potential new clients.

    Why Email Marketing Is Important for MSPs

    Email marketing for MSPs can be a game-changer, offering a range of advantages that propel business growth. Firstly, it serves as a powerful tool for lead generation, enabling MSPs to cast their nets wide and reel in new prospects, thereby expanding their customer base. Moreover, through regular email communication, MSPs keep their clients in the loop about the latest services, updates, and industry trends, fostering meaningful engagement and ensuring their clientele stays well-informed and engaged.

    Furthermore, consistent email outreach plays a pivotal role in bolstering the MSP’s brand awareness and solidifying its position in the market. By maintaining a steady presence in their clients’ inboxes, MSPs reinforce their brand identity, ensuring that their name remains top-of-mind when clients think of IT services.

    Additionally, personalized email interactions serve as a cornerstone for relationship building, allowing MSPs to cultivate genuine connections with their clients, thereby fostering loyalty and trust. That’s not to mention that email marketing for IT services offers the invaluable benefit of providing measurable results, offering MSPs valuable insights into campaign performance and enabling them to fine-tune their strategies based on data-driven metrics.

    Is Your Email Marketing Strategy Good Enough?

    Do you feel that your email marketing strategy has been successful so far? Do you know how to tell?

    To better understand how effective your email marketing strategy may be, it’s essential to monitor key performance indicators (KPIs) such as:

    • Open Rates: The percentage of recipients who open your emails.
    • Click-Through Rates (CTR): The percentage of recipients who click on links or CTAs within your emails.
    • Conversion Rates: The percentage of recipients who complete a desired action, such as signing up for a webinar or requesting a consultation.
    • Unsubscribe Rates: The frequency at which recipients opt out of receiving future emails.

    Many email marketing management platforms can track these stats; solutions like Constant Contact and Moosend. By analyzing these metrics, MSPs can gain valuable insights into audience engagement, content effectiveness, and overall campaign performance. If you’re not getting the rates you want, then it’s time to try a different email marketing strategy.

    Email Marketing Best Practices for MSPs

    Effective email marketing for MSPs calls for a strategic approach and follows proven best practices. You can find these sorts of email marketing strategies all over the web, all of which follow different philosophies; in the case of the following best practices, Tech Pro Marketing’s ethos couldn’t be easier: keep it simple.

    Email Marketing Design Best Practices for MSPs

    When crafting email campaigns, MSPs should keep things simple, clear, and visually appealing. It’s all about creating designs that are easy on the eyes and get the message across effectively. These email marketing design best practices will ensure your email has the right look to keep the reader engaged.

    Firstly, opt for clean layouts that avoid clutter and focus on highlighting the most important messages and calls-to-action (CTAs). Minimalist designs tend to work best, allowing recipients to quickly grasp the main points without feeling overwhelmed.

    Think about it: you’re an MSP, not Patagonia; why would you try to graphically design your email like an e-commerce shop? Make your emails text-forward and unbusy.

    Don’t forget about mobile optimization. With so many people checking their emails on smartphones and tablets, it’s crucial to ensure that your emails look great and are easy to navigate on smaller screens. Make sure your design adapts seamlessly to different devices for the best user experience.

    Email Marketing Subject Line Best Practices for MSPs

    Crafting compelling subject lines is crucial for MSPs to grab recipients’ attention and entice them to open their emails. Keep these email marketing subject line best practices to in mind:

    Firstly, aim for conciseness. Short and snappy subject lines, ideally under 50 characters, are more likely to make an impact and catch recipients’ eyes as they scroll through their inbox. Furthermore, put them in sentence case (i.e. only the first word is capitalized). This makes it seem less rigid, formal or like it’s coming from an impersonal business account.

    You can ensure relevance by accurately reflecting the email’s content and offering a compelling reason for recipients to open it. Avoid misleading or clickbait subject lines that promise something the email doesn’t deliver.

    We’d recommend that you steer clear of spam trigger words and phrases that may set off spam filters and decrease deliverability. Words like “free,” “discount,” or “act now” can flag emails as spam, so use them sparingly or find alternative wording to convey your message effectively.

    Email Marketing Content Structure Best Practices for MSPs

    When crafting MSP marketing emails, it’s essential to structure the content in a way that makes it as easy as possible to keep the recipients hooked. That’s why brevity is so important.

    Keep your emails concise and focused. Highlight key points and benefits while avoiding unnecessary verbosity, ensuring that recipients can quickly grasp the message without feeling overwhelmed. If they open your email and see a series of paragraphs or a wall of text, they’re just going to close it and move on.

    Make sure you clearly communicate your MSP’s value proposition in terms of how it addressed the specific need or problem related to the email’s topic. Use language that resonates with the target audience and emphasizes how the MSP’s services can provide solutions and add value.

    Email Marketing CTA Best Practices for MSPs

    Your number one job when crafting your CTA is to prioritize clarity; ensuring that CTAs are clear, specific, and easy to understand. Leave no room for ambiguity about the desired action, making it crystal clear what recipients should do next.

    In case this wasn’t obvious, your CTA should be the last part of the email. This offer, invitation, or leading question should prompt the recipient to take action right as they finish reading.

    How Tech Pro Marketing Can Help You With Your Email Marketing Strategy

    Whether you’re looking to attract new leads, nurture existing clients, or enhance brand awareness, our email marketing can be a powerful tool. As explored above, however, drafting and managing a successful email marketing campaign is easier said than done.

    If you’re uncertain about how to kickstart your email marketing efforts, consider reaching out to Tech Pro Marketing for guidance. We may be able to assist you in your MSP marketing journey.

    To get started, let’s talk about how we may be able to support your goals. If you’re intrigued, we can discuss the potential benefits of implementing our email marketing strategies to foster the growth of your business.

    Nate Freedman

    Nate Freedman is the CEO of Tech Pro Marketing and Ulistic, the only MSP marketing group with 12+ years of experience helping MSPs generate over 20,000 high quality leads, with over 150 5-star Google Reviews to back it up. Connect with me on LinkedIn.