Engage Your MSP Clients: Email Content That Works

Writing emails that actually get opened — and read — takes more than a catchy subject line. It’s about building a real connection with your audience and giving them something worth their time. If you’re unsure what kinds of emails to send or how to keep people interested, start by focusing on value. Every message should answer a question, solve a problem, or share something your subscribers genuinely care about.

In this piece, we’ll break down the main types of emails that help you stay connected and grow trust with your audience.

A solid email strategy mixes things up: welcome messages to greet new subscribers, educational content that teaches or inspires, promotional updates to highlight what’s new, and newsletters that keep your brand top of mind. Each one has a distinct role — whether it’s saying thanks, sharing insights, or celebrating a milestone. When used together, these emails do more than fill inboxes — they build relationships.

Running an MSP is demanding — and getting clients to actually read your emails can feel like another full-time job. But the truth is, the right email strategy can do more than just fill inboxes. It can educate, engage, and even convert prospects into loyal clients. If your emails are getting ignored, it’s time to rethink your approach — and we’ve got the roadmap to make your messages impossible to skip.

Email isn’t just a way to stay in touch — for MSPs, it’s a powerful tool to build trust, showcase expertise, and drive business. But knowing what to send, when, and why can feel overwhelming. The key is sending the right mix of messages that educate, inform, and engage.

The first email a subscriber receives is crucial. A warm welcome sets the tone for your future communications. When someone joins your list, thank them for subscribing, introduce your business and services, and let them know what type of content they can expect. A thoughtful welcome helps clients feel appreciated and sets expectations. Adding a helpful resource, such as an IT checklist or security tip, immediately demonstrates value and positions your MSP as a trusted advisor.

Once the welcome email is sent, focus on education. Many clients don’t fully understand all the services you provide, so use emails to share actionable tips and insights on cybersecurity, software updates, or network maintenance. Break down complex concepts into simple, understandable steps, and include practical recommendations or tools they can use right away. For example, an email titled “3 Easy Steps to Keep Your Business Safe from Ransomware” gives readers tangible value while showcasing your expertise. Educational content keeps your emails relevant and builds trust over time.

Promotional emails are also a necessary part of your strategy. Clients expect to hear about your services and offers, but the key is to balance promotion with helpful content. Highlight new services, seasonal deals, or bundled packages, but pair these messages with advice or tips that provide value. This way, your emails feel informative rather than pushy. For instance, promoting a new managed security service alongside tips for creating strong passwords demonstrates thoughtfulness while showcasing your offerings.

Newsletters are another important tool to keep your audience engaged. Regular updates about industry trends, software releases, or IT management tips show that you are proactive and invested in your clients’ success. Sharing timely insights helps your subscribers see your MSP as a reliable resource, not just a service provider. A newsletter titled “This Month in IT: 5 Trends Every Small Business Should Know” can educate readers while keeping your brand top-of-mind.

Finally, success stories and case studies help illustrate real-world results. Sharing tangible outcomes, like a client reducing downtime or improving network security, allows potential clients to envision the benefits of working with you. These stories build credibility and foster confidence, helping subscribers see the practical value your MSP delivers.

An effective email strategy for MSPs balances these elements. Start with a welcome email to establish a strong first impression, follow up with educational content to inform and engage, use promotional emails thoughtfully to highlight offers, maintain newsletters to stay relevant, and incorporate success stories to inspire confidence. Rotating these types of emails ensures your content remains fresh, engaging, and credible.

To make your email campaigns even more effective, keep messages concise and easy to scan, personalize them whenever possible, and include clear calls-to-action. Track open and click-through rates to see which types of emails resonate most with your audience. Avoid overwhelming subscribers with too many promotional messages — balance is key.

Email marketing is more than just sending messages; it’s about building meaningful relationships. With a thoughtful mix of welcomes, educational content, promotions, newsletters, and success stories, your MSP can turn your email list into a trusted resource that keeps clients engaged and drives business growth.

Places to start:

• Growth Generators Website

• Growth Generators Discord

• Additional resources on marketing strategies and tips for MSPs

These tools and approaches can enhance your email strategy. Engage your audience effectively by balancing valuable content and necessary promotions.

Visit Growth Generators' blog page to learn more about engaging MSP clients with email marketing. Also, be sure to join one of our award-winning membership programs to get your MSP business on track!