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Despite a wave of technology-driven sales tactics, email still remains an effective marketing tool in terms of return on investment (ROI) for small to medium-sized MSPs.

Even though any MSP can say they know How to Write a Sales Email, it takes a certain level of marketing expertise to convert outreach campaigns. Yet, when done effectively, sending emails can help you capture new clients and drive business growth. You’ll need well-thought out content and a marketing strategy that prepares your prospects for the actual sales conversation. Let’s dive in with five tips!

5 tips on how to write a sales email for MSPs

1. Create an eye-catching subject line.

Open rate is one of the most important metrics when measuring the effectiveness of a campaign. For someone to convert, they need to click and open the email.

Several studies have been conducted on what influences the click-through-rate (CTR) and how to keep it high and consistent, but it is the subject line that consistently influences the open rate most. What your prospects see in their inbox, especially on a mobile device, will have an immediate impact on your campaign’s effectiveness.

Hook your readers with that first statement in the subject line. As they say, you only get one chance to make a good first impression.

2. Know your prospects.

Take some time to research and get to know your potential IT client. Research their latest accomplishments, challenges, and other relevant information that will likely get your email opened, and result in a reply.

Address your prospects by their first name and draft your email to show how you can help them solve their problems. They are more likely to acknowledge your efforts and reply to your email, or click through to your website.

3. Keep your message clear and concise.

Your goal is to keep prospects informed and wanting to learn more about your services. This ideally means a click on a button or link that leads to the company website, requests an appointment, or books your service(s).

Remember, your objective is not to saturate prospects with too much data, but for them to take action today. Your prospects won’t feel compelled to follow through with a call-to-action (CTA) if they see several paragraphs of lengthy text. Keep your sentences short and straightforward to get your point across quickly and directly.

4. Be conversational.

Make it sound as if you are writing directly to one person and avoid using pronouns such as I, we, us, ours, me, mine, and me.

Keep your tone light and engaging. If you understand your prospect well, you’ll know what to say and how to say it to keep them engaged.

This is why sales expertise is invaluable. Years of conversations and relationship building with prospects and customers should provide a wealth of insights as to what will resonate best with your niche in an email.

5. Ask a question.

How many emails have you read that ended with: “Let me know if you have further questions.” How often did you reply to those emails? Asking this question tends to have the opposite effect from the intention. It can sound impersonal and scripted, and people scan right over the line. It’s like telling your reader, “I’m done, that’s it. Thank you for your time.”

Instead of using a statement, pose a question that triggers a reaction at the end of your email. Since your goal is to get prospects on a call, ask them directly: “Do you have 10-15 minutes tomorrow to discuss how I could be of value?”

Only have one CTA in your email. Make it easy and simple for your prospects to act now.

After sending a couple of emails, once a week is consistent and not pushy, analyze the trend(s), and revise the content to get more clicks. Schedule your emails to go out on times and days your prospects are more likely to see it. When your prospects see the effort you’ve put into making your email stand out, they are more likely to open, click, and respond.

Final thoughts

As an MSP, the more campaigns you write and analyze, the better you’ll become at it. Proper outreach can help your site capture new leads and grow your business.

On the other hand, if your MSP website is struggling to attract visitors and capture sales leads and causing you more pain than smiles, Pronto Marketing will be glad to chat about elevating your online presence.

Photo: Dusan Petkovic / Shutterstock

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Tim Kelsey

Posted by Tim Kelsey

Tim Kelsey is the Managing Director at Pronto Marketing. The company builds and manages professional websites and provides marketing services to MSPs and SMBs. Learn more at

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