It’s important for your MSP company to carefully budget marketing for greatest cost-effectiveness. Sometimes, that means using more expensive strategies which are known to have greater rates of success. Sometimes, it means consultation investment to maximize existing strategies. Either approach may describe your present email outreach campaign, but with a little strategy, you can see greater ROI and less associated expense.
General Email Optimization Tactics
Email isn’t dead yet as a form of outreach, but if you just create some form letter that has a veneer of spam about it, you’ll see decreased open rates. First, find ways of measuring the rates at which your marketing emails are opened. This is a clear indicator of success in outreach methodology. Then, continuously optimize using techniques such as the general strategies outlined here:
Inform Email Design with Specifics as Revealed By Data and Consultation
Better design in your email outreach will produce more noteworthy outcomes for your MSP company. The way you place data in the email, whether or not to include links, video, or pictures, and what information to include are all specific considerations in this area of design. Different email designs should be used for different customers. In order to get the balance right, you’ll need to have a system of classification and outreach that allows you to keep your messaging templates straight, and automate as possible.
Leverage Strategy Incorporating Best Practices with the Latest CRM
To act as a lever reducing the difficulty of managing separate email outreach methodologies, incorporate customer relationship management (CRM) software into your outreach strategy.
Customers who have converted and are due for a service upgrade should get one type of email. Customers who have yet to convert but are well down the sales funnel of your MSP should receive another sort of email.
Different designs come into play depending on which sort of email is being sent. Also, there are best times to send out email. Consultation and data collection as derived from open rates are key in helping you most efficiently optimize here.
Be As Personal As Possible, Design Meaningful Email Content
Generalized content which isn’t personal isn’t as likely to be engaged with. However, personalization isn’t always feasible with a large enough customer base. Balance will be a key part of making your emails the most effective. “Grade” your customers and leads based on their conversion or upgrade likelihood, and focus personalization on those most likely to do business with you. When you are personalizing, don’t say anything trivial–be meaningful.
Expanding ROI for Email Marketing
Should your MSP company leverage best practices in marketing outreach, you’re more likely to see necessary marketing ROI for email campaigns. Several of those best practices include strategic personalization, utility of meaningful content, CRM best practices, and email design informed through known best practices as well as consultation.