When it comes to email marketing for MSPs, getting people to actually open and respond is critical. Many MSPs struggle with email campaigns, finding that their messages are either ignored or filtered into junk folders. The good news is that improving email response rates doesn’t require a magic trick – it boils down to understanding a few key principles that directly impact open rates and engagement. Let’s dive into the three things that can dramatically affect your email response rates.
1. Consistency In Who The Email Is Coming From
One of the biggest factors influencing whether someone opens your email is who it’s coming from. And no, it’s not your company’s name – it’s the person sending the email that makes the difference.
I can’t emphasize enough how critical it is to send emails from a consistent, recognizable person. It could be you as the owner or someone else in your organization, but it has to be the same person every time. People respond to personal connections, and they’re more likely to engage with someone they recognize. Sending emails from a generic company name or constantly changing the sender can make your prospects feel disconnected or confused, increasing the likelihood they’ll delete or even mark your emails as spam.
Remember, when people scan their inbox, they’re making split-second decisions based on the “From” name and the subject line. So, make sure the person you choose to send emails from is someone your audience will recognize and associate with your business in a positive way. You want to build that relationship through consistency and familiarity.
2. Crafting An Effective Subject Line
The subject line is your email’s first impression. It’s like the envelope in direct mail. When people sorted physical mail, they’d do it over the trash can, quickly deciding what to keep and what to throw away. Your subject line is doing the same job in someone’s inbox today.
For MSPs, subject lines that are teasers or ambiguous often perform the best. Why? Because they spark curiosity. If you spill all the beans in the subject line, your prospects have no reason to open the email. But if there’s a little mystery, a hint of intrigue, they’re more likely to click.
A few quick tips:
- Don’t capitalize the first letter of every word. When you send an email to a friend, you don’t do that, and your marketing emails shouldn’t feel like corporate brochures either.
- Keep it casual, like you’re writing to a friend. For example, a simple “Hey” or even the recipient’s first name can often outperform more formal or “salesy” subject lines.
- Focus on making the reader stop for a second. A subject like “The one trick to get all your emails opened” is much more effective than “Your Newsletter Is Here.”
Your subject line’s job isn’t to sell – it’s just to get the email opened. You can sell inside the email, but you won’t get the chance if your subject line doesn’t grab attention.
3. A Clear Call To Action
Once your email is opened, the content needs to be direct and actionable. Your email should look and feel like it’s coming from one person to another, not like it’s part of a mass campaign. This means making your message personal, avoiding overly formal language, and speaking directly to your recipient’s needs.
Most importantly, every email should have a clear call to action. Don’t assume people will know what you want them to do next. Do you want them to schedule a call? Click on a link to download a report? Fill out a form? Make sure you tell them explicitly. If your email lacks a clear next step, your prospects won’t know what to do, and they definitely won’t take the action you want.
Make sure any links are placed “above the fold” – meaning before the recipient has to scroll down – and include a strong call to action like “click here to schedule a free consultation” or “download your free guide now.” Without clear, direct instructions, you’re leaving money on the table.
Start Applying These Tactics Today To See Immediate Improvements
If you want your email campaigns to generate more responses, don’t wait. Start applying these simple but powerful tactics today. By sending emails from a consistent person, crafting subject lines that grab attention, and including clear, actionable next steps, you’ll create emails that get opened, read, and acted upon. The sooner you implement these strategies, the sooner you’ll see results in your email marketing efforts.
