For the outreach of your MSP business, email is a prime vector. The issue is measuring how effective your emails are. There’s something called “deliverability”, and it basically refers to how many of your messages actually get read. Between inboxes, promotions tabs, and spam folders, there’s a bit of an equation involved. To understand email deliverability, “read” messages and “received” messages must be averaged against deleted messages to determine deliverability rate.
Ways to Measure and Enhance Email Deliverability
Essentially, anything that doesn’t go in the “trash” has been delivered, but most messages are going to end up in a spam or promotions folder, and whether or not that means the message has been read can be hard to determine. However, there are ways you can optimize outreach messages to reach target prospects and either upsell existing tech clients or onboard new ones. As an MSP, it’s fundamental to establish and maintain a renewable stream of customers. To that end, consider the following tactics:
Run Emails Through Spam Checkers
You should definitely be running all emails through “spam checkers”, which reveal whether or not a given message might trip a spam filter. As an MSP business, it’s certainly important you’re able to outshine competitors in this area. Marketing consultation can be helpful.
Test What You’ve Drafted with Seed Email Lists
Once you’ve run an email through a spam checker, your next move is to see what sort of issues different email servers may or may not have with your messages specifically. Determine the different sort of email infrastructure defining the customers you’re trying to reach. Some may have email addresses that are run on private servers, others will use email clients like Gmail.
Try and find one address that represents each “group” of different email “families”. This is your “seed list”. The wider the net you cast, the more sorts of email addresses will be on your seed list. When you’ve examined deliverability KPIs (Key Performance Indicators), then you’ll know how well-received your email will be in varying inboxes. Know which “family” of emails represents the highest amount of potential clients you’ll reach out to, and optimize specifically toward that set. Read more about email seeding here.
Explore Management and Monitoring of Reputation Options
Reputation management and monitoring tools help determine how the IP from which you send emails is perceived by varying email clients. Sometimes your IP has been flagged for one reason or another, and that impacts where your emails end up in client “inboxes”. Marketing pros can be quite helpful here.
Optimized Email Communication Can Help Increase Profits
With your MSP business, outreach must successfully reach target customers. Email deliverability enhancement tactics including reputation monitoring tools, seed email lists, and spam checkers can be a great help. When more existing and potential customers read your messages, conversion increases.