If you’re an MSP and not consistently using email marketing to generate leads, you are leaving a pile of money on the table.
And I’m not talking about blasting out the occasional newsletter when you “get around to it.” I’m talking about strategic, intentional, consistent email marketing that builds trust, positions you as the expert, and drives qualified leads straight into your sales funnel.
Let me break it down.
Email Marketing Is A Goldmine…But Only If You Work It
Too many MSPs treat their email list like a dusty Rolodex. Maybe you collected some contacts at a trade show. Maybe you’ve got a list of leads who went cold. And maybe—just maybe—you send them something once every blue moon when you’re desperate for sales.
That’s a mistake.
If you want to generate a steady stream of leads, you need to be constantly nurturing your list. This includes prospects, past clients, referrals, even your current customers.
Why? Because lead generation for MSPs isn’t about one-shot offers—it’s about being the trusted IT expert who’s always in their inbox with smart advice and solutions. When they’re finally fed up with their current provider, or their compliance audit hits, you’re the first call they make.
Deliver Value First: Educate, Don’t Pitch
One of the worst things you can do is show up in someone’s inbox only when you’re selling something.
Your emails should deliver real value. Not corporate-speak. Not bullet-point lists of your services. Real, tangible help. Think:
- “5 Ways To Protect Your Business From Ransomware”
- “Why Your Remote Employees Are Putting Your Network At Risk”
- “How To Pass A Compliance Audit Without Losing Your Mind”
When you educate first, you build credibility. You position yourself as the go-to technology expert—the one who knows what’s coming and can help them prepare.
Want help writing these kinds of emails? Our done-for-you campaigns and toolkits give you ready-to-send email sequences that position you as a pro.
Always Include A Call To Action
Once you’ve delivered value, don’t leave your audience hanging. Give them a next step. This is where most MSPs completely drop the ball.
Your call to action can be:
- A free network assessment
- A 10-minute consultation
- A link to register for a webinar
- A case study showing how you helped a client solve the same problem
This is how you convert content into actual leads. Don’t be shy. People need to be told what to do next. If you’ve built trust and proven you know your stuff, many will want to take the next step.
Segment Your List For Better Results
Not every contact on your list should get the same message.
Your cold leads don’t care about the new security tools you’ve rolled out for clients. Your current clients don’t want an intro-level guide to ransomware. Your warm leads shouldn’t be lumped in with tire-kickers who downloaded a free checklist 18 months ago.
Segmenting lets you tailor your message. The more relevant the content, the more engagement—and the more conversions.
Here are a few ways to segment your list:
- New leads: Just downloaded a lead magnet? Put them into a nurture sequence that introduces your brand and value.
- Warm prospects: Send testimonials, case studies, or webinar invites that speak to their specific pain points.
- Clients: Keep them informed on best practices, new threats, or upsell opportunities.
Tools like Infusionsoft, Keap, HubSpot, or even Mailchimp make segmentation pretty easy. If you’re not doing this, you’re treating everyone like they’re the same—and that’s a fast track to the unsubscribe button.
Stay Consistent. No Excuses
Consistency is the name of the game.
If you only email your list when you’re desperate for leads, don’t be surprised when it doesn’t work. You haven’t earned their attention. You’ve trained them to ignore you.
Send something every single week. If that sounds overwhelming, start with twice a month—but whatever you commit to, stick with it.
Your audience needs to hear from you regularly so that when the moment comes—when they’re sick of their current IT guy, when they have a breach, when they fail a compliance test—they already trust you. You’ve been in their inbox, showing up with value, over and over.
Want a shortcut? We’ve got full-blown email campaigns and lead generation sequences ready to go inside our programs. They’re written for MSPs by marketers who know what actually gets results. You can learn more by checking out this blog on how to sell MSP services.
Bottom Line: Email Marketing Builds Your Sales Pipeline If You Work It Right
Email is not dead. It’s one of the highest ROI marketing strategies you can use as an MSP. But only if you stop treating it like a side project and start using it as your primary tool for lead generation, relationship building and sales conversion.
Here’s your to-do list:
- Build your list: Trade shows, webinars, lead magnets, client referrals—grow it every day.
- Deliver value: Think education, insight, relevance—not promos and platitudes.
- Include a CTA: Give them a next step that makes it easy to work with you.
- Segment: Tailor your messages so they speak directly to where the contact is in the funnel.
- Be consistent: Build trust through repetition.
Start implementing this today and you’ll see results—not overnight, but steadily. And remember: you don’t have to do it alone. We’ve got tools, templates, and ready-to-send campaigns to get you moving fast.
Need help implementing a marketing strategy? Schedule a FREE MSP marketing strategy session. In 60 minutes or less, we’ll show you how to get in front of more high-quality prospects who WANT your services and are ready to buy.
