Email Marketing Mastery for MSPs: Insights & Strategies

This session in the MSP Insights Webinar Series breaks down email marketing for MSPs and the wider marketing mix that makes it work. Hosted by Eric Sangerma, Head of Growth at Simplesat, with Jenna Chouinard, Owner and Founder of JC Marketing Group, and Peter Ryan Guindalos, Product Expert at Simplesat, it delivers practical lead generation and brand awareness tactics drawn from years of hands-on MSP marketing. The core value: build a consistent, multi-channel marketing machine where email campaigns lead the charge and sales and marketing stay aligned.

Key takeaways

• Lead with "human-to-human" marketing - empathy, simplicity, and personalization beat generic blasts, and satisfied customers drive word-of-mouth naturally.
• Newsletters consistently earn the highest open and click rates of any email format, so make them a recurring anchor in your calendar.
• Use lead scoring and automated workflows (in HubSpot or the more affordable Active Campaign at roughly $200/month vs. $800) to prioritize the leads most likely to convert.
• Pair every email campaign with a downloadable resource - an infographic, one-pager, or template - so both prospects and your sales team have somewhere to go next.
• Tap vendor Market Development Funds (MDF) to fund webinars, events, and ads; one Buffalo Bills ticket raffle campaign generated $62K in sales, 16 new clients, and a $125K pipeline.
• For small MSPs with no budget, start with CEO thought leadership on LinkedIn personal profiles, then layer in email campaigns and a regularly updated website.

What they covered

Chouinard walked through the full marketing funnel - awareness, discovery, intent, new client - and stressed weekly sales-and-marketing syncs to track which tactics produce the easiest-converting MQLs. She mapped the channels that drive results: email marketing, social media (LinkedIn leading for MSPs), blogging and SEO, channel marketing with MDF, sales collateral, and PR and in-person events.

On email specifically, the session covered segmentation across active clients and prospect lists, behavior-based automation, and campaign examples ranging from password-hygiene drips to timely Section 179 "save on taxes" pushes. The recurring advice: provide real value, avoid email fatigue, and always tie content to a buyer persona's pain points.

Guindalos connected feedback to retention, showing how quarterly or annual CSAT and NPS surveys catch silent, at-risk subscribers, how survey embeds can gauge sentiment on marketing emails, and how positive reviews become success stories and social proof.

Grab the full recording, slides, and the free 2024 marketing checklist for the complete playbook.