These emails help prospects love MSPs

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Welcome to Episode 296 of the MSP Marketing Podcast with me, Paul Green. This week…

• These emails help prospects love MSPs: It’s critical to have a series of good emails to send to prospects who are looking at your MSP for the first time. Early engagement is key for email deliverability and not being labelled as unsolicited spam.
• A simple way to reach senior decision makers on LinkedIn: Here’s a tried and tested LinkedIn hack to connect with the right people on LinkedIn. Remember, both decision makers and influencers are important contacts.
• Smart ideas to sell more to your MSP’s existing clients: Selling more to existing clients is the big opportunity and my guest tells you how to do it and how it can generate more delicious profit for your MSP.
• Paul’s Personal Peer Group: Do you upload PDFs to your LinkedIn personal profile? You should, the algorithm loves it. Here’s how…

These emails help prospects love MSPs

It’s a huge struggle. A lot of MSPs looking to grow, struggle to do effective data capture from their website, and this is an important way to build up your database of prospects. But it’s not just about getting them to fill in the form in the first place, that’s just the start of the process, the real question to ask yourself is: What do I then send them?

Let me tell you some of the perfect emails to send to new prospects looking at your MSP for the first time.

So tell me, do you have some form of data capture on your website? You really should. The most basic data capture is asking people to sign up for your email newsletter, which actually very few people will. A better form is to offer them something known as a lead magnet, also known as an ethical bribe, which is where you give them something in return for their email address. And this might be a guide, like a cyber security guide. Although the 2025 version of data capture that’s working really well right now is to do an interactive quiz and you allow them to build a scorecard for something. Again, something like their cyber security score would be a great way of doing that. But the data capture itself is only the start of the process.

What’s critical is to have a series of good emails to send new prospects, because you can make an assumption that they may be looking for a new MSP in the future.

And you need to send them content that’s going to influence them to pick you and not another MSP. So let me give you some examples, starting with the very first email you send to them. And the goal with this first email is to get them engaged with your content and either get them to click something on the email or hit reply. Why? For email deliverability. Because that sends a very clear message to their email agent that they are interested in your content and they don’t just see you as unsolicited spam.

I do this with the first email in my sequence. I introduced myself and then I ask the MSP who’s reading that email to hit reply and tell me which marketing problem they’re suffering with right now. And we do get a pretty good reply rate to that. Of course, I make sure I answer every single person who replies. I do that personally, which in itself is good for engagement. It’s good for showing there’s a real human at the other end who’s listening. And of course it’s good for email deliverability. So I would definitely do that with your first email.

Here’s what you could do in some of the other emails that you send out to people wh...