You shouldn’t neglect email outreach in your MSP marketing. Many people do because the preponderance of potential clients is wise to spam. However, so long as you don’t broadly “spam” your clients, you’re quite likely to engage them.
Specific Engagement Tactics
You’ll want to use a strategy that incorporates best practices to have results you can rely on and which continuously produce conversion ROI. Following are a few key strategies worth pursuing in your email marketing campaign:
Target Specific Buyer’s Journey Areas with Relevant Content to Enable Sales
Your MSP marketing team needs to calibrate email outreach such that it is directly relevant to recipients. So, where are your prospects at in the buyer’s journey? Are they merely aware of the products or services you provide?
Well, in that case, you may want to educate them and use CTAs designed not for total conversion, but to bring prospects further along. However, if they’re at the point of conversion, then you’ll want emails that perhaps offer discounts based on timely service acquisition, or something similar. Consultation with SEO groups serving MSPs can be helpful here.
Segmentation and Specific Personalization Will Be More Effective
Not all prospects are created equal. Some have more assets, some have less. If you’re going to see the best results, you need to categorize prospects using a number of different delineating characteristics.
Customer resource management (CRM) software can be key in helping you identify characteristics that suggest segmentation, and properly automate email outreach.
Once you’ve got segmentation and CRM figured out, you’ll be able to determine which clients are worth personalizing emails directly, which clients would do better to have some sort of template with blanks where you plug in idiosyncratic information, and which prospects should just get a general discount of some kind.
Leverage Automation Against Mass Emails for Best Results
Now mass emails can make sense in certain scenarios, but what makes a bit more sense is using segmentation to differentiate your automation. This way, your “good” prospects are getting the sort of emails most likely to push them toward conversion and your “bad” prospects aren’t wasting your marketing budget.
If you’re drafting personalized emails which are sent to the address of an intern who can’t actually convert but is only researching for their boss, then you’ve wasted your time. But prospects who have buying power should be treated with “kid gloves”, as the saying goes.
You want to cater to clients with buying power as directly as possible–especially if they’re big-time. Automation helps you segment personalization and stay on top of things.
Maximizing Effectiveness of Email Marketing Campaigns
You’ll likely produce more effective email outreach campaigns When your MSP marketing team properly leverages automation against mass emails, segments client lists to meter outreach efforts, personalizes emails and specifically targets relevant areas of the buyer’s journey. Email marketing done right yields conversion.
