There’s one marketing channel I believe every MSP should use: and no, it’s not Google Ads or SEO.
It’s email.
Specifically, a personal email newsletter.
Not a “company update.”
Not a “tech tips” email.
A message from you, with your voice, your stories, your opinions, and even a few photos of the real humans behind your MSP.
Because at the end of the day, people don’t buy from logos.
They buy from people they know, like and trust.
The problem with most MSP newsletters
Hot take: most MSP newsletters are terrible.
They read like press releases.
No face, no story, no heartbeat.
They say things like “We’re excited to announce our new SOC partnership!” or “Don’t forget to update your Windows patches!”
And then they wonder why nobody opens their emails.
Here’s the truth: your audience doesn’t care about your tools, your vendors, or your updates.
They care about you, the person who runs a business that looks like theirs, faces challenges like theirs, and shows up for clients like a real human.
My turning point
For years, I sent regular email newsletters to my prospect list because I knew it was a good way to stay top of mind.
I’d share marketing insights, SEO tips, and the same kind of content I’d post on SmarterMSP.com, helpful information that made me feel productive, but didn’t move the needle.
My open rates hovered around 50 percent.
My reply rates? Basically zero.
Then I decided to take a dose my own medicine.
Instead of talking about marketing, I started writing about me.
I wrote a seven-part series sharing my personal journey: how I stumbled into marketing, why I left accounting (my college major) behind, the mistakes I made in my 20s, and how those experiences shaped the way I approach business today.
It was honestly uncomfortable to open up. But something incredible happened: people loved it.
They replied with messages like:
“I’ve never read a marketing email like this before.”
“Your story’s really similar to mine.”
“Keep sharing, I look forward to your emails now.”
For the first time, my emails were starting conversations.
Then I paired these story-driven emails with a couple of simple asks: “Would you like help with your marketing?” … and that’s when the real magic happened.
In just two emails, I collected 24 qualified leads, up from zero across the previous eight.
👉 [Want to see the emails I sent? Click here for an example.]
👉 [Or join my own list here to see how I write them in real time.]
The rule of connection
Most MSPs focus their newsletters on information.
But information doesn’t create connection.
Connection happens when you share something real:
- The time you stayed late to help a panicked client.
- The lesson you learned from a tough customer interaction.
- The local event you sponsored because you care about your community.
When your emails show your personality, your clients and prospects feel like they already know you, even if they’ve never met you.
That’s the foundation of the “know, like, and trust” factor that drives every great sale.
What to include in your personal newsletter
Keep it simple. One page. One email. Once a month.
Here’s what works:
- A short story or insight from your business or life.
- A photo of your team, your workspace, or something happening behind the scenes.
- A thought or opinion on something happening in tech, business, or leadership.
- A personal sign-off, like “Talk soon,” or “See you out there.”
Think less “corporate email” and more “letter from a friend.”
You don’t need perfection. You need presence.
Why this works so well
When a business owner receives your email and sees your face, not your logo, they start to feel like they already know you.
When they read your thoughts month after month, they start to trust you.
And when they see you showing up consistently, they start to respect you.
So, when their current IT provider drops the ball, they already know exactly who they want to call, the person they’ve been reading, watching, and quietly liking for months.
The challenge
If you’ve been sending a “corporate” newsletter, stop.
Next month, send one that sounds like you.
Add a story. Add a photo. Then add your opinion.
Don’t worry about click rates or templates, worry about connection.
Your future clients aren’t looking for another IT company.
They’re looking for a person they can trust with their business.
Make your newsletter that bridge.
Final takeaway: is this the missing piece in your marketing?
If you’ve been wondering why your marketing feels disconnected, this might be the piece you’ve overlooked. Your email newsletter isn’t just a marketing tool — it’s the human heartbeat of your brand.
👉 Curious if email is the missing piece in your marketing puzzle? Schedule a Growth Call with our team to find out.
Photo: FOTO Eak / Shutterstock
