The MSP guide to creating an effective email newsletter

Originally published on SmarterMSP.com

Most MSPs have thought about starting a company email newsletter. Our inboxes get flooded with email newsletters from companies every single day. Some of them are amazing – most of them go straight to the trash. 

But what makes an email newsletter worth doing – and more importantly, what makes it worth reading?

If you’re reading this article, you probably know that SmarterMSP has a reputation for publishing awesome content – that’s why you’re here. When people see your email newsletter appear in their inbox, they should feel the same. 

Here’s the truth about email newsletters. 

There are lots of marketing companies out there that write a single email newsletter, and then sell it to hundreds of MSPs. What we end up with is hundreds of cookie-cutter email newsletters that rarely get read. There’s nothing wrong with the companies that do this, but if you buy their templates, there are a few things you need to know. 

You can outsource a lot of marketing work to agencies – and can be virtually hands-off for most of it. 

Email newsletters are different. 

At my MSP marketing company – Tech Pro Marketing – we manage all crucial marketing tasks for our MSP clients in the background so they can focus on delivering exceptional services to their clients. Email newsletters are where we require a fair amount of input. 

In this post, I want to provide a realistic view of how MSP email newsletters should be approached. Let’s dive right into it. 

What the marketing world tells you about email 

If you read business blogs and look at the statistics, the general consensus is that email marketing provides the greatest ROI of any digital marketing tactic. Year after year, we hear stats like “email provides a return of $30 – $40 for every $1 you invest.

Technically, this is true – but this data alone doesn’t show the full picture. 

Many business owners see these types of numbers and dive full steam into email marketing – with the email newsletter being the cornerstone. An email newsletter can be an extremely valuable content asset, but only if it’s created properly. 

The average office worker receives around 120 emails every workday. 

Unless your email newsletter is exceptionally awesome and valuable, it probably won’t get read by many people. 

What MSPs need to know about email marketing 

An email newsletter isn’t something you can just throw together or use cookie-cutter content.

The real power of email newsletters comes from authenticity. 

Now, in terms of lead generation, an email newsletter should not be at the top of your marketing arsenal, but it’s a pretty close second.  

Email newsletters are not for your prospects. The big benefit you get from email newsletters is customer retention – and if your content is A-level, you may get referrals from your existing customers. 

The second big benefit of an awesome email newsletter is it’s a way for your employees to take pride in their work.  

The bottom line is this: If you’re going to write an email newsletter, go the distance. Don’t just download a pre-formulated newsletter and send it out without doing any edits to make it uniquely your own. 

What makes a great MSP email newsletter?

To reiterate, authenticity is the key to every good email newsletter – but this is just the table stakes. 

An A-level email newsletter is uniquely your own, provides genuine value, and gives people a reason to engage with your MSP. Here are some ideas to consider adding to your email newsletter:

• Case studies: Share success stories and how your services have helped clients overcome IT challenges.
• Product or service updates: Announce new offerings, upgrades, or improvements to your MSP solutions.
• Q&A: Answer frequently asked questions from clients or subscribers about your services.
• Client testimonials: Feature positive feedback from satisfied clients and highlight their achievements.
• Events and webinars: Promote upcoming events, webinars, or workshops that your MSP is hosting or attending.
• Cybersecurity spotlight: Highlight the latest trends, threats, and best practices in cybersecurity.
• Employee achievements: Share noteworthy accomplishments and certifications earned by your team members.
• Highlight partnerships: Showcase collaborations with technology vendors or other businesses in the industry.
• Monthly poll: Engage subscribers by asking a question related to technology and share the results in the next email newsletter.
• Client success stories: Share how your MSP has helped clients achieve their business goals through IT solutions.
• Expert interviews: Conduct interviews with industry experts or thought leaders and share their insights.
• Customer appreciation: Express gratitude to your clients for their continued trust and support.

These are just a handful of ideas to get the ball rolling. 

If you plan on releasing a monthly email newsletter, we recommend mapping out the meat and potatoes for each in advance. Maybe one month you’ll showcase a client success story, then the next you’ll discuss some cybersecurity trends, and then maybe feature an expert interview. 

When you’re creating your email newsletter, be honest with yourself. 

Is this content something my customers would actually be interested to read? 

What’s the next step? 

Writing A-level email newsletters is not an easy task by any means, but the good news is you don’t have to start from scratch. We all know how tough it can be staring at a blank document. 

There’s nothing wrong with using pre-formulated email frameworks, but they only get you about 30-40 percent of the way there. You need to take the time to make this framework your own – inject some of your own personality, add some hot takes, and provide some value that people can’t find anywhere else.

If you’re looking to get an email newsletter going in the new year, talk to me. We’ve built out a proven email newsletter framework to get you started. Send me a message on LinkedIn to learn more about it.

Nate Freedman is the CEO of Tech Pro Marketing and Ulistic. He runs the only MSP marketing group with 12+ years of experience and has helped MSPs generate over 20,000 high-quality leads. Tech Pro Marketing has earned over 150 5-star Google Reviews.