Successful Email Marketing Tactics for Canadian MSPs

Key Points

Email marketing is a powerful tool for Canadian Managed Service Providers (MSPs) to attract new business, engage with existing customers and deliver value.
Email marketing allows for personalization and segmentation of communications, increasing the chances of emails being opened and read.
Email marketing allows for easy tracking and measurement, allowing MSPs to optimize their strategy and make data-driven decisions.

Email is a fundamental aspect of any business, and for Canadian Managed Service Providers (MSPs) it is particularly essential. Email is a means of acquiring and retaining customers, identifying new prospects, and keeping in touch with and motivating employees. Every MSP should leverage email to attract new business, engage with existing customers, and deliver value. When executed effectively, email marketing can prove to be a highly cost-efficient marketing strategy for MSPs.

Email Marketing For Canadian MSPs

Email marketing remains a powerful tool for Canadian MSPs looking to win new business in 2023. With the right strategy in place, MSPs can use email to connect with potential customers, build trust and credibility, and ultimately drive more sales.

One key advantage of email marketing is its ability to personalize and segment communications. By addressing recipients by name and tailoring messages to their specific needs and interests, MSPs can increase the chances of emails being opened and read. Additionally, by dividing an email list into different groups based on demographics, actions, or past purchases, MSPs can send targeted messages more likely to resonate with specific audience segments.

Another advantage of email marketing is its ability to be easily tracked and measured. By regularly reviewing metrics such as open and click-through rates, MSPs can optimize an email strategy and improve results over time. This allows MSPs to continuously refine each approach and make data-driven decisions about what is and isn't working.

Email marketing for MSPs can be challenging, as creating a personal connection through technical subjects like cybersecurity and cloud strategies can be challenging (but not impossible). One way to overcome this challenge is by providing content that addresses your audience's specific pain points and concerns, such as tips on improving cybersecurity measures or information on the latest cloud strategies.

Another approach is by humanizing your brand and messaging, showing the team behind your company, and highlighting their personal connection with the service you provide.

Boost Your Email Marketing Strategy With Branded Content

Branded content focuses on creating and distributing valuable, relevant, consistent content aligned with your overall brand strategy.

Here are a few ways in which branded content can help you connect with your target audience and build trust:

Establishing thought leadership: By creating and distributing high-quality, informative, and educational content, you can establish your business as an expert in the industry. This can help position you as a thought leader and a reliable source of information for your target audience, increasing your credibility and trust.
Building brand awareness: Branded content can help to increase brand awareness by consistently communicating your messaging and values. This can help create a positive image and a sense of familiarity with potential clients.
Generating leads: Branded content can attract potential clients by providing valuable information and demonstrating the effectiveness of your services. This can help to generate leads and increase conversions.
Enhancing customer engagement: Branded content can engage current and potential clients by providing valuable information and creating a sense of community. This can help to foster positive relationships and increase customer loyalty.
Personalizing the message: Branded content can be tailored to specific target audiences, making it more relevant to them and increasing the chances of engagement.

Understanding the Mindset of Your Audience

Understanding the minds of your clients is key to creating effective email marketing campaigns that drive conversions. By delving into the research and resources that explore client habits, you'll gain a deeper understanding of the psychology behind purchase decisions and unlock the secrets to creating email marketing campaigns that connect with your target audience on a deeper level.

Loss Aversion

Loss aversion refers to the tendency to prefer avoiding losses to acquiring gains. This is a psychological phenomenon in which the pain of losing something is greater than the pleasure of gaining something of equal value. It suggests that people are more motivated to avoid losses than to make gains.

One example of how loss aversion can be used to gain clients' interest is sending out a reminder email for service contract renewal. The email could highlight the potential risks of not renewing the contract, such as vulnerabilities in the network going unpatched, lack of support during an emergency, and the potential loss of compliance with industry standards.

By highlighting the potential risks of not renewing the contract, loss aversion can create a sense of urgency and motivate the client to renew their service contract.

Storytelling and Persuasion

The use of storytelling and persuasion in emails can help you create a deeper emotional connection with your audience, which is a key factor in persuasion. By incorporating psychology into your email marketing strategy, you can unlock the full potential of your email campaigns and drive results that exceed your expectations.

Storytelling:

Use real-life examples and client testimonials to showcase the value of your services and how they have helped others.
Use storytelling to create a sense of urgency and the need for your services. For example, highlighting a recent data breach or cyberattack and how your services can protect against similar threats.
Use storytelling to create an emotional connection with your audience by highlighting the human side of your company and the personal connection your team has with the services you provide.

Persuasion:

Use social proof by including case studies of previous successful projects.
Use authority by highlighting your team's qualifications, certifications, and awards.
Use scarcity by highlighting limited-time offers or services that are in high demand.
Use personalization and address the recipient by name.
Use persuasive language and action words that encourage the recipient to take action.

Liking

The principle of liking refers to the idea that people are more likely to be influenced by someone they like or are similar to. The principle of liking is often used to increase the effectiveness of advertising and promotional campaigns.

Examples of how MSPs can use the liking principle include the following:

Highlighting the similarities shared with the target audience, such as similar values or interests, through a website, social media, or in-person interactions.
Using customer-centric language in communications. This makes clients feel heard and valued and will create a positive impression.
Showcasing positive reviews from satisfied clients on the website, social media, or marketing materials.

Commitment & Consistency

Commitment and consistency is a principle of persuasion that states that once a person commits to a course of action, they will be more likely to continue on that path and act consistently. In marketing, commitment and consistency often influence customers/clients to purchase or take a specific action.

For example, MSPs can use commitment and consistency by asking a potential client to take a small action, such as signing up for a free trial or requesting more information. Once the potential client has taken that small action, they are more likely to continue on the path toward becoming a paying customer.

Commitment and consistency can build trust with clients by consistently delivering on promises, providing excellent customer service, and over-delivering on services. This creates a sense of loyalty, and clients will be more likely to continue doing business with the MSP and recommend them to others.

Anchoring

Anchoring is a cognitive bias in which people rely too heavily on the first piece of information they receive when making decisions. Anchoring is often used to influence customers to make a purchase. Idea anchoring is a technique that involves introducing an idea or concept to an individual or group and then using that idea as a point of reference for other ideas or decisions.

You can effectively use idea anchoring to influence your audience and drive conversions by introducing specific ideas and highlighting your importance. By establishing a reference point and creating a sense of urgency, you can effectively communicate the value of each service and encourage your targeted audience to take action.

Examples:

Small to medium-sized businesses should have a security audit done at least once a year to ensure the network is secure and compliant.
Every business should have a disaster recovery plan to protect against data loss and minimize downtime.

The Framing Effect

The framing effect refers to how people interpret and make decisions based on how information is presented or "framed." It is a cognitive bias that shows how the same information can be perceived differently depending on how it is framed.

Positive framing effect: Investing in cybersecurity measures dramatically reduces the likelihood of falling victim to a ransomware attack and protects your data.
Negative framing effect: Failure to invest in cybersecurity measures increases the risk of falling victim to a ransomware attack and losing control of your sensitive data.

The positive framing effect presents information highlighting the benefits of investing in cybersecurity measures, such as reducing the likelihood of falling victim to a ransomware attack and protecting data. The negative framing effect presents the information in a way that emphasizes the potential negative consequences of not investing in cybersecurity measures, such as increasing the risk of falling victim to a ransomware attack and losing control of sensitive data.

How Out N' Aboot Marketing Inc. Helps MSPs

Email marketing is a crucial component of any successful marketing strategy. It allows businesses to reach a large audience at a relatively low cost and provides a direct line of communication between the MSP and its clients. Email marketing can be used to promote new products or services, share company news and updates, and build relationships with customers through branded content.

At Out N' Aboot Marketing Inc., we help with the following:

Content creation: Helping MSPs create high-quality, informative, and educational content aligned with their brand strategy.
Content distribution: Helping MSPs distribute content across various online platforms, including social media, email, and the MSP's website.
SEO optimization: Helping MSPs optimize content for search engines, making it more visible to their target audience.
Analytics: Helping MSPs track the performance of branded content marketing efforts and make data-driven decisions about future campaigns.
Branding: Helping MSPs create a consistent brand voice and messaging and reinforcing their brand identity.

By working with Out N' Aboot Marketing Ltd., we will help you roll out a comprehensive branded content marketing strategy tailored to your specific needs and goals.