Email: Set up your CRM

Complete this task

An important part of building your audience is being able to email them regularly.

For this you need a CRM (customer relationship management) or email broadcast platform to manage your email lists, send out regular emails and monitor engagement.

Your PSA is not a suitable tool for this, no matter what the account manager tells you 😃 You can use your PSA for communications to existing clients if you like but keep leads and prospects in a separate tool.

One off set up tasks

1. Choose your CRM
2. Set up your CRM
3. Import your data
4. Use simple segmentation

1) Choose your CRM

Choose a CRM & set up your account so that you can send out an email each week.

Any system that can bulk broadcast an email to your database is sufficient. If you can also use it to track sales activity or other marketing touch points, that's a bonus.

For the vast majority of MSPs, Mailchimp and MailerLite have exactly the tools you need and low pricing.

Many MSPs who invest in pro tools such as ActiveCampaign and HubSpot find they rarely use the extra features they’re paying for.

Choose a basic CRM that allows you to get started. You can always migrate down the line. Also, your email list will grow a lot slower than you think (slow and steady is the right approach anyway).

2) Set up your CRM

Set up steps will vary depending on the system you choose; each system will guide you.

Make sure your address details and unsubscribe preferences are set up in your main account settings. You’ll need to authorise your domain and fill in a few technical specifications.

3) Import your data

If you have an existing database or are migrating from another system, your platform will talk you through how to do this.

If you have no data to import, here's how to build your database.

4) Use simple segmentation

When importing your data, make sure to keep separate lists of people so you can send them messages that are most relevant to them in the future.

The clearest example of this is the Call To Action (CTA) you would use at the end of each email. The email content would be the same, but the CTA would differ:

For leads it would be to book a 15 min video call with you or a salesperson
Whereas for clients it would be contact the helpdesk

You may not send separate emails at first, but we promise one day you’ll be glad you kept separate lists. Keep separate lists of:

Leads: People who are in your audiences
Prospects: People you are actively speaking to on a 121 basis
Break/fix clients: If you have any
Contracted clients
Niches/verticals

Some contacts may be in multiple lists, such as a contracted client in a specific niche.

Do you have a discount code for my CRM?

Sorry, we don't have any discount codes for CRMs.

What package should I get with MailChimp?

You could start with the free account, but you won’t be able to schedule your email ahead of time. You can only “send now”. We suggest the essentials package. It’s enough for most MSPs and allows you to schedule email, and have a database of up to 50K contacts. Its also less than $15 a month which is good value.

What other CRMs could I look at?

If you are looking for value, MailerLite does the job. If you’re convinced you need higher levels of automation and greater tools, then look at ActiveCampaign or HubSpot. Be aware that many MSPs who invest in pro tools find they rarely use the extra features they’re paying for.