In the competitive market of managed service providers (MSPs), a cost-effective lead generation strategy like email marketing is a must. Sending emails that prospects can’t ignore helps you rise above the noise to establish trust and capture the interest of your potential customers.
Most professionals ignore dozens, maybe even hundreds, of emails per day, and when these professionals are your target audience, you need to demonstrate your value in a matter of seconds. Otherwise, your prospects may send your well-crafted email straight to the trash or, worse, click “unsubscribe.”
This simple guide to crafting emails that prospects can’t ignore will help you get noticed as you foster meaningful connections and generate higher-quality leads.
Stand Out From the Crowd and Establish Trust
Email marketing is a way for MSPs to quickly reach a wide audience, often for less investment and a higher ROI than other marketing techniques. The first step to standing out from the crowd is understanding your audience.
Tailor your message to address the specific demographics, needs, and pain points of your potential customers. Move away from generic company challenges and delve into the personalized concerns of the prospect. This not only demonstrates your commitment to understanding their business but also sets the stage for building trust.
Think of your email as the start of a fruitful conversation and aim to nurture the future relationship. The purpose is to educate and intrigue by providing useful insights in a pleasant, informal tone.
Further reading Guide to Email Marketing for MSPs
Focus on the Individual
A key factor of standing out and establishing trust is staying focused on the individual. To create an email that resonates, delve deep into the specifics of your prospect's world. Understand their industry, challenges, and goals. Show that you've done your homework and are genuinely interested in solving their unique problems by providing tangible solutions.
Demonstrate Expertise
Part of crafting emails that prospects can’t ignore is demonstrating your expertise in a way that speaks the language of your target audience. While expertise is a cornerstone of successful MSPs, it's crucial not to overwhelm prospects with technical jargon. Use conversational language and stay focused on the information that matters to them.
By translating your expertise into benefits for the prospect, you establish yourself as a knowledge leader in the field, while showcasing the genuine value you bring to the table.
Set Clear Intentions
The intentions of your email should be evident in the subject line. A well-crafted subject line gets right to the point of the email, grabs the viewer’s attention, and sets clear expectations. Think of the subject as the headline of your email and customize it as much as possible to your target audience.
The body of the email doesn't just provide information; it sets measurable objectives. Outline the benefits of your services and how they align with the prospect's needs. Whether it's improving efficiency, reducing costs, or enhancing security, your value proposition should leap off the screen, and a prospect should be able to understand, in concrete terms, what they stand to gain by engaging with your MSP.
Lastly, include a clear call to action that guides the prospect to the next step.
Get Creative
In the era of information overload, where every inbox is a battleground for attention, MSPs face the challenge of breaking through the clutter. Once your prospect opens your email, compelling copy and a smart visual design will keep them scrolling.
For content, use narratives that resonate with your prospects, weaving stories that showcase the positive impact your services can have on their business.
Experiment with different formats to keep your emails visually appealing and easy to digest. Incorporate simple images, infographics, and other visual elements to break up the text. And remember, the format must be optimized for all devices.
Crafting an email that prospects can't ignore requires a strategic blend of personalization, expertise, clarity, and creativity. By understanding the individual, demonstrating their expertise, setting clear intentions, and injecting creativity into their messages, MSPs can elevate their email strategy and build authentic relationships with potential customers.
Assess 16 cold email templates that might help you improve your success rate. The pack includes:
- Introductory and first contact emails
- Finding the right contact emails
- Post-contact and follow-up emails
- Re-engagement emails