MSPs struggle to generate leads. This isn’t a secret. If you were to call a hundred of them and ask—assuming they would be honest—95% would say they do not have an effective lead generation engine to produce regular leads. Yes, they get referrals. We all do. But if you want to grow past certain size limitations, you need an engine that reliably brings in leads each month.
No marketing plan is complete without some sort of cold emailing component. However, the market has changed significantly in recent years as Microsoft and Google have become stricter about what qualifies as legitimate email.
Cold emailing can be a powerful tool, but crafting an email that gets a response requires a strategic approach. Scroll to the bottom of this blog post for a free MSP cold email template you can try out.
Here are some tips to help you write a cold email for MSPs that stands out and gets replies:
1. Research Your Recipient
Before you start writing, take the time to research the person you’re emailing. Understand their role, interests, and any recent achievements. This will help you tailor your email to their specific needs and interests. Did they go to the same school as you? Are they football fans? Did they recently take a trip? All these things can typically be found on their LinkedIn and other social media accounts. Don’t shortcut this part—spend 20 minutes doing your research to find something you have in common.
2. Craft a Compelling Subject Line
Your subject line is the first thing your recipient will see, so make it count. Keep it short, relevant, and intriguing. Avoid generic phrases like “Hello” or “Quick Question.” Instead, try something like “Dinosaurs and your breakfast cereal” (if it references a post they made about cereal) or “Thailand Travel Advice for an Untraveled IT Guy” (if they recently traveled to Thailand). The key is to create a subject line that only they would understand. Avoid generic lines that will likely be skipped or deleted. While humor is great, be careful not to cross into personal events like weddings or family details, which can come across as invasive.
3. Personalize Your Email
Personalization goes a long way in making your email stand out. Use the recipient’s name and mention something specific about them or their work. This shows that you’ve done your homework and are genuinely interested in connecting. For example, start with, “I saw you recently went to Thailand—that’s on my bucket list. Do you mind sharing where you stayed? How expensive was it compared to the States?” Find a way to honestly connect. Avoid inauthentic personalization like claiming a team allegiance (“GO DAWGS!”) if you didn’t attend the University of Georgia—it’s weak and easily spotted.
4. Get to the Point Quickly
People are busy, so get to the point quickly. In the first few sentences, explain who you are, why you’re reaching out, and what you want. For example, you could start with, “We have yet to be introduced,” but quickly move on to the purpose of your email. Remember, your goal is not to book an appointment right away—you just want to start a conversation.
5. Highlight the Benefits
Explain how your offer will benefit the recipient. Whether it’s the value of managed services, an invitation to a webinar, or helpful content, highlight the benefits they will gain. If possible, mention a case study or client success story to illustrate how you’ve helped others in similar positions.
6. Include a Clear Call to Action
End your email with a clear call to action. You’re not asking them to sign a contract right away, just to engage. For example, “If you have an immediate need, please reply and I’ll make you a priority on my calendar. If not, may I check in with you once a month to see if you have any IT needs?” This encourages a response without overwhelming them with commitment.
7. Proofread and Edit
Before hitting send, proofread your email for any spelling or grammatical errors. A well-written email reflects professionalism and attention to detail, making a better impression on the recipient.
8. Follow Up
If you don’t get a response within a week or two, don’t hesitate to follow up. A polite reminder can often prompt a reply. For example, after sending a personalized cold email, follow up a week later with an automated email, and then a few days later with a scheduled phone call referencing the previous emails. If there’s still no response, consider sending a handwritten note via postal mail. You’d be surprised how many people respond when they receive something tangible.
Sample MSP Cold Email Template
Here’s a simple template to get you started:
Subject: [Your Compelling Personalized Subject Line]
Hi [Recipient’s Name],
I hope this email finds you well. We have yet to be introduced. My name is John with Awesome Sauce IT Services. I found you on Linkedin and saw you went to Thailand! That is one of my bucket list items I am planning to check off the list this summer. Can you tell me what areas you visited? Is the summer a good time to go?
The reason for my outreach is simple. My company provides outsourced IT services in your area and we are looking to build relationships with companies that use these types of services or may use them in the future.
Do you currently have an outsourced IT provider? Would you mind if I sent you some information about how we can lower your operating costs by 22% like we did for one of our most recent customers?
Thank you for your time, and I look forward to hearing from you.
Best regards,
John Right
Awesome Sauce IT Services
Conclusion
By following these tips and using the template as a guide, you’ll be well on your way to writing MSP cold emails that get noticed and generate replies. If you need assistance with your lead generation program, check out MGEN, our managed lead generation program and let our experts get your business growing predictably.