https://www.channelfutures.com/wp-content/themes/channelfutures_child/assets/images/logo/footer-new-logo.png
  • Home
  • Technologies
    • Back
    • SDN/SD-WAN
    • Cloud
    • RMM/PSA
    • Security
    • Telephony/UC/Collaboration
    • Cable
    • Mobility & Wireless
    • Fiber/Ethernet
    • Data Centers
    • Backup & Disaster Recovery
    • IoT
    • Desktop
    • Artificial Intelligence
    • Analytics
  • Strategy
    • Back
    • Mergers and Acquisitions
    • Channel Research
    • Business Models
    • Distribution
    • Technology Solutions Brokerages
    • Sales & Marketing
    • Best Practices
    • Vertical Markets
    • Regulation & Compliance
  • MSP 501
    • Back
    • Complete 2023 MSP 501 Rankings
    • 2023 MSP 501 50-1
    • 2023 MSP 501 100-51
    • 2023 MSP 501 150-101
    • 2023 MSP 501 200-151
    • 2023 MSP 501 250-201
    • 2023 MSP 501 300-251
    • 2023 MSP 501 350-301
    • 2023 MSP 501 400-351
    • 2023 MSP 501 450-401
    • 2023 MSP 501 501-451
    • NextGen 101 Rankings
  • Intelligence
    • Back
    • Galleries
    • Podcasts
    • From the Industry
    • Reports/Digital Issues
    • Webinars
    • White Papers
  • Channel Futures TV
  • EMEA
  • Channel Chatter
    • Back
    • People on the Move
    • New/Changing Channel Programs
    • New Products & Services
    • Industry Honors
  • Resources
    • Back
    • Channel Futures 20: Top Tech Providers
    • Advisory Boards
    • Industry Organizations
    • Our Sponsors
    • Advertise
    • 2023 Editorial Calendar
  • Awards
    • Back
    • 2023 MSP 501
    • 2023 NextGen 101
    • Channel Influencers
    • Circle of Excellence
    • DE&I 101
    • Technology Advisor 101 (TA 101)
    • Channel Leaders Lists
  • Events
    • Back
    • 2024 CP Expo Call for Speakers
    • Channel Futures Leadership Summit
    • MSP Summit
    • CP Conference & Expo
    • Channel Partners Europe
    • Channel Partners Event Coverage
    • Webinars
    • Industry Events
  • About Us
  • DE&I
Channel Futures
  • NEWSLETTER
  • Home
  • Technologies
    • Back
    • SDN/SD-WAN
    • Cloud
    • RMM/PSA
    • Security
    • Telephony/UC/Collaboration
    • Cable
    • Mobility & Wireless
    • Fiber/Ethernet
    • Data Centers
    • Backup & Disaster Recovery
    • IoT
    • Desktop
    • Artificial Intelligence
    • Analytics
  • Strategy
    • Back
    • Mergers and Acquisitions
    • Channel Research
    • Business Models
    • Distribution
    • Technology Solutions Brokerages
    • Sales & Marketing
    • Best Practices
    • Vertical Markets
    • Regulation & Compliance
  • MSP 501
    • Back
    • Complete 2023 MSP 501 Rankings
    • 2023 MSP 501 50-1
    • 2023 MSP 501 100-51
    • 2023 MSP 501 150-101
    • 2023 MSP 501 200-151
    • 2023 MSP 501 250-201
    • 2023 MSP 501 300-251
    • 2023 MSP 501 350-301
    • 2023 MSP 501 400-351
    • 2023 MSP 501 450-401
    • 2023 MSP 501 501-451
    • NextGen 101 Rankings
  • Intelligence
    • Back
    • Galleries
    • Podcasts
    • From the Industry
    • Reports/Digital Issues
    • Webinars
    • White Papers
  • Channel Futures TV
  • EMEA
  • Channel Chatter
    • Back
    • People on the Move
    • New/Changing Channel Programs
    • New Products & Services
    • Industry Honors
  • Resources
    • Back
    • Channel Futures 20: Top Tech Providers
    • Advisory Boards
    • Industry Organizations
    • Our Sponsors
    • Advertise
    • 2023 Editorial Calendar
  • Awards
    • Back
    • 2023 MSP 501
    • 2023 NextGen 101
    • Channel Influencers
    • Circle of Excellence
    • DE&I 101
    • Technology Advisor 101 (TA 101)
    • Channel Leaders Lists
  • Events
    • Back
    • 2024 CP Expo Call for Speakers
    • Channel Futures Leadership Summit
    • MSP Summit
    • CP Conference & Expo
    • Channel Partners Europe
    • Channel Partners Event Coverage
    • Webinars
    • Industry Events
  • About Us
  • DE&I
    • Newsletter
  • REGISTER
  • MSPs
  • VARs / SIs
  • Agents
  • Cloud Service Providers
  • Channel Partners Events
 Channel Futures

From the Industry


Sponsor Content

Person reading email

A Guide to Email Marketing KPI Metrics for MSPs

  • September 17, 2018
Email marketing efforts don't amount to much unless you are measuring what they amount to with KPIs.

Running your managed service provider business, you may have a solid customer base. Sending emails to customers from time to time with the new promotions or specific offers is a good idea. To make your MSP email marketing more effective, you might use different tips, write thrilling texts and compose email subjects with all sorts of buzzwords that are impossible to ignore. However, these efforts are worthless unless you learn to track your email marketing KPIs.

But before setting up your KPIs you should define your email marketing funnel and specify your indices.

Email Marketing Funnel

This is a tool that helps MSPs visualize their customers’ journeys–from the first visit to the website to recurring payoffs and new referral leads to your business. You should specify the email marketing objectives for each step that is relevant to this specific campaign. Here are the typical steps:

  • Awareness. At this stage, you should measure how many new prospects have been added to your email marketing list. These people have not ordered any services yet, and they haven’t been able to estimate the value that you offer.
  • Consideration. Once your recipients start getting emails from you, they learn more about the value you can provide and will start to consider your company as a solution for their IT needs.
  • Conversion. This is the point where a prospect turns into a hot lead by filling in the form or directly calling your office.
  • Loyalty. Successful MSPs make most of their revenue with the help of recurring payoffs from customers whose loyalty grows with every passing month.
  • Advocacy. The finest hour for your business is when your clients are so pleased with your services that they recommend you to their colleagues, generating a stream of referral leads for your business as a result.

There are many metrics and objectives that you can apply to your email marketing campaign. We are going to review only those that can give you real value and help you determine the strong and weak points of your email marketing strategy.

Email Marketing Objectives

1. Advertising budget

The amount of resources you have spent to acquire a new subscriber to your list during a specified period of time. Track the conversion rate for each advertising source, be it social media or contextual advertising via Google Adwords.

2. Open rate

Every time you send an email to the entire list of your recipients or only to a specified segment, track the open rate.

Open rate = (number of people who opened your email) / (total number of recipients)

This metrics shows how interesting and catchy the email subject was and whether it resonated with the recipients’ pains and desires. You may run A/B tests and try different subject lines to find the approach that will work best with your audience.

3. Clickthrough Rate (CTR)

This index shows how many people clicked on a link or a button in your email.

CTR = (number of people who clicked on a link) / (number of people who opened the email)

CTR displays the effectiveness of your offer and how clear your email’s CTA (Call-to-Action) was. If this metric is low, consider trying a different offer or make the button or the link more visible.

4. Conversion Rate

Conversion rate = (number of people who ordered your services) / (number of people who clicked on a link in the email)

This metric shows how many people filled in the inquiry form or called you after your email marketing campaign. While it is relatively easy to track the conversions on the website using Google Analytics and other tools of that kind, it may be a challenge to identify those who call you on the phone.

You may ask them how they noticed your offer, but this is not a good idea as people don’t tend to keep such things in their memory. The most likely answer you will hear is, “I found it somewhere on the web”.

The most precise way to measure such leads, although not the cheapest one, is to set up a separate phone number on the landing page that you use for your email marketing campaign.

5. Overall ROI

The final step in your email marketing funnel shows how much money you have earned with the help of these leads.

ROI = (amount of earned) / (amount of spent on this specific campaign) * 100%

This is the most important KPI as it shows the overall effectiveness of the campaign. It may not be significant in the first months of your collaboration with new clients, but as you continue providing them with the best IT services in the region, their loyalty will grow and so will your revenue.

A Word of Caution

If you are at the very beginning of your journey as an MSP, don’t start with the email marketing. It’s a complex instrument that will take a lot of time to figure out and won’t bring you immediate success.

Start with more aggressive ways to sell your services. Email marketing is a good way to communicate to your client base, but not to acquire it from the very beginning.

If you want to learn more about how to start an MSP, tune in to our weekly show, The MSP Voice, where we interview real-life IT-consultants and managed services providers.

Conclusion

As long as you thoroughly collect and measure all these metrics, your business will remain in a healthy state. You will always be able to identify weak points of your email marketing strategy and make necessary changes.

This guest blog is part of a Channel Futures sponsorship.

Tags: Agents Cloud Service Providers MSPs VARs/SIs Analytics Best Practices From the Industry CloudBerry Lab Sponsor Content

Most Recent


  • Cisco acquisition of Splunk gets partner reaction
    Partners Hope Splunk Keeps 'Pace of Innovation' in Cisco Acquisition
    All will be well if Cisco integrates Splunk the way it integrated Meraki, a partner told Channel Futures.
  • Positive channel experience
    How to Build a Positive Channel Experience
    Mine data for insights so SMBs understand needs and MSPs, vendors can build strong customer experience.
  • Cisco's Splunk acquisition a bombshell
    Cisco's Splunk Acquisition 'True Bombshell Move,' Will Have Massive Impact on Cybersecurity
    The combination should present immediate upsell opportunities.
  • Brand Storytelling
    Learn to Create, Capture and Curate Stories for Your Brand
    The first step is developing your own stories. These are about how your company was formed, who founded it and why it was created.

Leave a comment Cancel reply

-or-

Log in with your Channel Futures account

Alternatively, post a comment by completing the form below:

Your email address will not be published. Required fields are marked *

Related Content

  • M&A
    Why All MSPs Need to Understand the M&A Landscape
  • hurricane season
    4 Things MSPs Should Consider When Prepping for Hurricane Season
  • zero-trust
    The Benefits of Zero-Trust Security over VPNs
  • edge computing
    How to Keep Edge Computing Sites Truly Autonomous

Upcoming Events

View all

Channel Futures Leadership Summit

October 30, 2023 - November 2, 2023

Channel Partners Conference & Expo

March 11, 2024 - March 14, 2024

Channel Futures Leadership Summit 2024

September 17, 2024 - September 19, 2024

Galleries

View all

Broadcom-VMware Hits Snag in China as IT Incurs Too-High Cloud Costs

September 22, 2023

Cisco’s Splunk Acquisition ‘True Bombshell Move,’ Will Have Massive Impact on Cybersecurity

September 21, 2023

Cisco SMB Business Gets Updated Sales Coverage Model, New Investments

September 21, 2023

Industry Perspectives

View all

Why Conversational AI Matters for Your Customers and How It Can Boost Your Revenue

September 15, 2023

The 5 Ds that Lead to Unplanned Business Sales

September 13, 2023

Hot Generative AI Market Must ‘Cool Down’

August 28, 2023

Webinars

View all

MSP 501: Leadership in Cybersecurity

October 19, 2023

DE&I: Find the Balance that Works for You

September 7, 2023

Above and Beyond with the NextGen 101ers

August 30, 2023

White Papers

View all

6 UCaaS Reseller Challenges and How Real World Businesses Solved Them

February 1, 2023

Frost Radar: North American UCaaS Market, 2022

February 1, 2023

The Complete Guide to White-Label UCaaS for Reseller Success

February 1, 2023

Channel Futures TV

View all

Coffee with Craig and James Episode 129: ZLH Enterprises

Coffee with Craig and James Episode 128: Channel Partner Strategies Intelligence Service

August 25, 2023

Coffee with Craig and James Episode 127: Expereo, Movie Night Returns

August 18, 2023

Coffee with Craig and James Episode 126: ARG

July 28, 2023

MSP 501

The industry's largest and most comprehensive partner awards program.

Newsletters and Updates

Sign up for The Channel Report, Channel Futures Update, MSP 501 Newsletter and more.

Live Channel Events

Get the latest information on the next industry-leading Channel Partners event.

Galleries

Educational slide shows and images from live events.

Media Kit And Advertising

Want to reach our audience? Access our media kit.

DISCOVER MORE FROM INFORMA TECH

  • Channel Partners Events
  • Telecoms.com
  • MSP 501
  • Black Hat
  • IoT World Today
  • Omdia

WORKING WITH US

  • Contact
  • About Us
  • Advertise
  • Newsletter

FOLLOW Channel Futures ON SOCIAL

  • Privacy
  • CCPA: “Do Not Sell My Data”
  • Cookie Policy
  • Terms
Copyright © 2023 Informa PLC. Informa PLC is registered in England and Wales with company number 8860726 whose registered and Head office is 5 Howick Place, London, SW1P 1WG.
This website uses cookies, including third party ones, to allow for analysis of how people use our website in order to improve your experience and our services. By continuing to use our website, you agree to the use of such cookies. Click here for more information on our Cookie Policy and Privacy Policy.
X