MSP marketing is commonly calibrated toward clients who take a long time to convert. Oftentimes, a relationship between an MSP and a client will include many years of service delivery and gradual expansion. It’s in everybody’s best interest to choose carefully. As an MSP, it’s important that you use the most effective outreach techniques to survive over such a long buyer’s journey. Techniques involving email often go underrated.
If you don’t do your email outreach right, it’s going to be ignored or dismissed as “spam.” Many MSPs forge their own path, but there are some best practices that can guide you. Following are four points to factor in:
Compound Deployment Campaigns Work Better Than Single Efforts
MSP marketing on email channels can’t be a one-and-done affair. Classical psychological conditioning requires repetition. Familiarization must take place for the most effective email conversions. Prospects need to get used to you as a resource and trust that what you send isn’t something that’s going to irritate them. Newsletters incorporating white papers and answers to common questions of your core demographic can be effective. Different tactics will be more or less effective depending on your MSP and its market.
Be Sure of Email Marketing Lists: Purchasing Lists Can Be Risky
If you purchase a mailing list, you’d better be pretty confident in the way that data was collected. If the emails aren’t in your demographics, you’re wasting your time and whatever you spent on the list. It’s better to compile your own email lists from existing clients, competitors, prospects encountered at varying conventions, and other tactics. Working with SEO groups providing solutions for MSPs can be a great way of avoiding trial-and-error in filling out your marketing lists.
Engaging Subject Lines and Planned Deployment Campaigns
Put subject lines on your messages that draw in the reader and demand attention. Statistics pertaining to pain points can be intriguing. Also, plan everything very carefully. You need to have multiple deployments and each needs to be done toward the right group at the right time.
CTAs, Multiple Contact Points, and Proper Timing
Ensure you remember to incorporate effective calls to action (CTAs), give readers many ways to get in touch with you, (links, emails, phone numbers, addresses), and time messages effectively. Weekends may not be a good time to send your message— but for some demographics, they may be. Do some research and you’ll get your messages interacted with more.
Seeing ROI from Email Marketing
MSP marketing that incorporates email will be more successful with effective CTAs, multiple contact points, proper timing, attention-grabbing subject lines, multiple planned deployment campaigns, and vetted marketing lists. Root your email marketing this way and you’ll likely see an increase in ROI.
