Email Marketing for MSP's
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Are their any owners of MSP's or Break Fix shops for SMB's?
Have you tried email marketing? If so, what topics have you found the most successful?
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This year was the first year I started using mail marketing. I setup Mautic, and beginning in Feb and Mar, I sent a total of ~ 2,000 emails to local small businesses. These were the results...
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Total emails sent = 2,031
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Emails opened = 809 (39.8% Open Rate)
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Clicks = 60 (3% CTR)
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Calls = 7
Since Mautic tracks who opened the email and who clicked, I was able to see who clicked and DIDN'T call so I sent a follow-up email to those 53 who clicked but did not call which resulted in another 8 calls, so 15 calls in total.
As a result of the email, I picked up 3 new clients. To date, I've billed >$ 23,000 from those 3 new clients. Considering it took me only a few hours to setup Mautic and to setup and send the emails, and that these clients continue to be clients, I figure the effort was really worth it.
In my case, the email content was directly related to how small businesses had to adapt their operating models because of the pandemic and in all cases, they reached out specifically because they needed to understand their options for enabling employees to remote work. While this was the initial engagement, all 3 new clients have continued to seek support from my team and I.
Ask me if I plan on using email again? Absolutely!
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@NashBrydges said in Email Marketing for MSP's:
This year was the first year I started using mail marketing. I setup Mautic, and beginning in Feb and Mar, I sent a total of ~ 2,000 emails to local small businesses. These were the results...
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Total emails sent = 2,031
-
Emails opened = 809 (39.8% Open Rate)
-
Clicks = 60 (3% CTR)
-
Calls = 7
Since Mautic tracks who opened the email and who clicked, I was able to see who clicked and DIDN'T call so I sent a follow-up email to those 53 who clicked but did not call which resulted in another 8 calls, so 15 calls in total.
As a result of the email, I picked up 3 new clients. To date, I've billed >$ 23,000 from those 3 new clients. Considering it took me only a few hours to setup Mautic and to setup and send the emails, and that these clients continue to be clients, I figure the effort was really worth it.
In my case, the email content was directly related to how small businesses had to adapt their operating models because of the pandemic and in all cases, they reached out specifically because they needed to understand their options for enabling employees to remote work. While this was the initial engagement, all 3 new clients have continued to seek support from my team and I.
Ask me if I plan on using email again? Absolutely!
Wow, that's an incredible open and click rate. What do you attribute the success to? For example what subject lines did you use?
I have a list of 10K but not getting that success rate.
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I ran 2 different subject lines but each of the 2 emails had the same pre-header.
Subject Line 1: Employees Can Remain Productive, Even During A Pandemic
Subject Line 2: Don't Let The Pandemic Stop Your BusinessPre-header: Employees can remain productive even while working from home. You do not have to abandon and redesign everything. Simple tools are available to allow secure, remote work.
The rest of the email content was kept short, with the call-to-action being a "Contact Us" button located above the fold in the email. Clicking the button took the recipient to a form on my site (since taken down) where they could enter their contact info and I would call them, and provided them with a phone number to call. Interestingly enough, no one chose the form (which is why I took it down). They all chose to call (could have been a result of the urgent nature of the prep work to allow employees to work from home).
The results between the 2 subject lines didn't indicate any statistically significant different because responses were so low and both quite similar.
I suspect that the combination of timing of the email and its salient content (I recognized that allowing employees to work from home wasn't something that small businesses were likely used to, depending on the sector). I kept it informational, positive, addressing the current facts along with promising solutions that would be designed specifically around their unique needs.
The email results were quite good and while I don't have a comparison with other email campaigns (this was my first) I was quite happy with the results.
The follow-up email to those who didn't call but had clicked had the following sent to them about 10 days after the initial email...
Subject Line: It's Not Too Late To Enable Your Staff! Call Us!
Pre-header: Your business success is dependent on your ability to address your clients' needs. You're not expected to be an IT guru. That's our job. There's no obligation. What do you have to lose? Answers are a phone call away.
I located an email HTML template that I could customize, was mobile optimized, and could be easily integrated into Mautic. Quite a number of free email templates out there so I'm sure you can find one that fits with your design goals.
The one thing to call out is that because this was a marketing email, I needed to integrate opt-out process (in Canada, CASL rules dictate how marketing emails are to be handled). Luckily, no one opted out so I couldn't have been too terribly annoying
Mautic allows for the management of opt-outs within the tool so any future emails would automatically exclude those who have opted out.Hope this helps.
Interestingly enough, the clients I picked up were 2 real estate brokers and 1 construction company. You'd think the real estate folks would be used to remote work because of their road warriors but not the case with these two. Their office staff wasn't at all setup for this kind of work.
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That's awesome, thank you!
