Why Your MSP Email Marketing Is Failing and How to Fix It!
- Harrison Baron
- Dec 29, 2024
- 3 min read
Updated: Jul 13
Email marketing remains one of the most cost-effective ways to grow your business, but many Managed Service Providers (MSPs) struggle to unlock its full potential. If you're unsure where to begin or how to improve, you're not alone. The good news? With a few proven strategies and a strong content foundation, you can start engaging prospects and turning them into customers.
Why Email Marketing Matters
Done right, email marketing builds trust, nurtures leads, and drives conversions. Platforms like HubSpot and MailChimp—even their free versions—can help you manage campaigns efficiently. But success doesn’t hinge on which platform you use. What matters most is how you capture leads and the value your emails deliver.
Start with Email Capture
To begin, focus on collecting contact information through your website and dedicated landing pages. Use multiple calls to action (CTAs) such as:
Sign-up forms
Incentives like free trials or discounts
Event or webinar registrations
Landing pages are especially effective because they're focused on one goal: conversion.
Craft a Strong Welcome Sequence
Your first email sets the tone for future interactions. A welcome email should:
Acknowledge how you met or how they found you
Explain what content they’ll receive
Offer immediate value, such as helpful tips or a resource link
Avoid bland “just checking in” messages. Instead, be clear, helpful, and aligned with your brand’s voice.
Deliver Value in Every Email
Once you’ve welcomed your new contact, the goal is to keep them engaged. Each email should have a purpose and offer content that’s relevant and useful. Strong email content might include:
Case studies showing how you've solved client challenges
Short, informative videos
Industry tips or product/service updates
Think of each email as a touchpoint that reinforces your expertise.
Build Content That Supports Your Emails
If your website lacks fresh content, it’s hard to sustain a successful email campaign. Strengthen your digital presence with content that can be repurposed for email. Effective formats include:
Blog Posts – Keep your audience informed and engaged regularly
Videos – Use video to explain your services or showcase client success stories
Case Studies – Build credibility with real-world examples
Social Media Updates – Extend your email reach and drive traffic back to your site
A robust content strategy gives your email marketing substance and staying power.
Avoid Common Mistakes
Many email marketing challenges stem from content and approach, not the software. Watch out for these pitfalls:
Missing welcome emails – First impressions count. Have one ready.
Lack of value – Every message should serve a purpose.
Generic communication – Tailor content to your audience’s needs.
Sparse content – Without a strong web presence, it’s difficult to maintain engagement.
From Lead to Customer: The Email Journey
Think of email marketing as a relationship-building journey:
Lead Capture – Use strategic CTAs on your site and landing pages.
Initial Engagement – Send a compelling welcome email immediately.
Ongoing Value – Share useful, relevant content regularly.
Trust and Conversion – Nurture leads with informative emails that guide them toward action.
Every step should build trust and reinforce your authority in the MSP space.
Take the Next Step
Don’t let email marketing overwhelm you. By focusing on strategy, meaningful content, and timely communication, you can create campaigns that convert.
Ready to grow? Join the Growth Generators community and get the support and guidance you need to level up your MSP email marketing today.
