How Do You Grow An MSP With Email Marketing?

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In every industry, it delivers better conversion rates, builds brand awareness faster and delivers increased engagement over any other method!

Have you heard? There’s an amazing marketing tactic that works better than any other. 

Can you guess what it is?

The answer is of course, email marketing!

Stick around and I’ll tell you how to work it.

Email marketing is a unique tactic. Why? Unlike other tactics, it pops up all over The Client Magnet System Map.

You can use email to deliver content and nurture leads in the marketing funnel. To keep in touch with clients and help resell, or upsell them into more complete packages in the post sale phase. As a part of sales outreach, and much more.

In fact, email marketing along with marketing automation are the content and the tool that creates the sales engine for your business.

And like your website is the hub of all your marketing, your marketing automation and email marketing are the gears in your sales and marketing engine.

There are five different categories of emails you can send for marketing and sales. Let’s look at them.


On the Marketing side, we classify emails to fit into three categories: Framing Sequence, Programming Sequence and General Automated. These emails can be used throughout the marketing funnel and the post-sale phase.

Framing Sequence

We consider the emails you send to a lead over a 5 day period after they download one of your lead magnets, to be Framing emails.

And since it is a series, or sequence of emails … we call it a framing sequence.

We like the term “framing” because we are attempting to frame the thoughts, ideas and beliefs in the mind of the lead. We are trying to focus and persuade them; and see our solution as the ultimate solution to their problem.

Programming Sequence

To understand a programming sequence, let me finish the story of a lead who goes through the framing sequence we just talked about. 

After a lead requests your guide, you send the download link to them via email and follow up with 3 – 5 additional framing sequence emails over the next 5 or so days.

Now, when they reach the end of that framing sequence, what happens to them?

Simple. You drop them into a Programming Sequence.

Your programming sequence contains all of your regularly scheduled content. Like your blog posts, videos, special events, podcasts, webinars, and offers. And your monthly newsletter email. All of this is your regularly scheduled programming.

If you are doing it right, this is the type of content you would be creating weekly, and you should be promoting it to your list every week via emails.

General Automated

General Automated emails are a mixture of emails that assist marketing objectives and can be automated. These include milestone emails such as happy birthday messages, anniversary, point awards, and payment thanks and reminder emails. They also consist of procedural emails for onboarding, review request, abandoned cart, progress and confirmation.

And if you define a time-frame, you can also create automations of your reactivation campaigns.

With those three categories of marketing emails, you can create a wide variety of emails and email campaigns and create sophisticated interactions that engage with your lead and entice them along their buyer’s journey.

Active Campaign named the top 10 types of marketing emails you should use. I’ve listed them and added the category they fit into in our system:

  1. Newsletter emails – Programming Sequence
  2. Special offer emails – Programming Sequence
  3. Milestone emails – General Automation
  4. Review request emails – General Automation
  5. Welcome emails – Framing Sequence
  6. Curated content emails – Programming Sequence
  7. New product announcement emails – Programming Sequence
  8. Abandoned cart emails – General Automation
  9. Progress emails – General Automation
  10. Confirmation emails – General Automation

I would add another type of email as well, that would be included in both the framing sequence and programming sequence, and that would be story, or soap-opera. This is how you frame the lead and engage them.


The Sales side consists of two categories of emails: Sales Sequence emails and General Activity emails.

Sales Sequence Emails

Sales Sequence Emails are emails that are part of a Sales Sequence or Cadence. We talked about sales sequences last week, but essentially they are sequences of outreach events that are used to get in contact with a lead.

A part of that outreach is email.

This is what you would consider cold email. So you use your actual email address and CRM to send it, you don’t use your marketing automation tool to send it.

General Activity Emails

General Activity emails are the emails you have to send as you go about your day-to-day sales activities.

These are your appointment setting, appointment reminders, follow-up, requests for clarification, and the like.

You have to use email to connect with leads, prospects and clients every day, and this is what general activity emails are.

With these five categories of emails you can create sophisticated sales and marketing campaigns.

Now you may be thinking, “Mike! You said you were going to tell me how to use email to grow my MSP, and all you’ve done is give me categories!”

Well, check this: once you understand the categories of emails, you can think about the emails you are sending, and ask yourself if you are sending emails in everyone of those categories.

Do you have lead magnets on offer to be downloaded? How many emails are you sending once a lead downloads it? What do those emails say?

Do you have a soap-opera sequence that you deliver every day along with content and promotions?

Are you cold emailing as a part of your prospecting?

Think about these five categories and sort all of your current email campaigns into them. And ask yourself, do you have emails in every category? Do you have any holes? Could you be doing a better job in any one category?

Your answers will guide you to success!

If you need any help or have any questions, let me know!

Michael Miller

Michael Miller

Mike Miller is the co-owner of, a Digital Marketing Agency in Atlanta, Georgia that focuses on aligning sales and marketing for exponentially greater results. Michael’s mission is helping small business owners understand, and organize their marketing so they can make money and grow. Mindwhirl helps business owners plan and implement effective, profitable marketing campaigns and sales programs. If you need more sales, we know how to get leads and grow businesses. Call us today at (770) 295-8660, or email Mike at

About Mindwhirl

We help B2B MSPs and IT companies align Sales and Marketing so you can grow faster, with less effort using a proven system that coordinates all your inbound and outbound activities.

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