5 Cold Email Templates Every MSP Needs

By Scott Millar •  Updated: 09/27/20 •  6 min read

I am going to provide you in this post some of the most effective MSP emails templates your IT Support business can use.

I'm sure you'll agree with me in that email is one of the cheapest methods to warm up your prospects and reach out to the local business community.

Before we get stuck into the good stuff I have to ask, is your house in order?

Some questions for you:

How did you acquire the email list?
Would the contacts on the list immediately mark you as spam?
Are the SPF records setup on your DNS correctly?

The reason I ask these questions is that you may be risking not only your domain's reputation but also your local reputation as a small business owner.

Ideally, the list you have in your possession would have been organically grown by contacts opting into a lead magnet.

This means that they are expecting to see your emails and won't be irritated and perceive your message as "spam".

Annoy enough people with a "cold" email list and your domain will become blacklisted.

There are steps you can take to reduce the chance of this happening inside your email templates. But ideally, the list is organic and users have opted in. If not then seriously consider a different approach.

Assuming your house is in order lets get to the templates:

Template 1: The Bear Gif Email

Email Subject: Free IT Security Audit


Hi {firstname}

Did you have a chance to check out {your company name} 's free cybersecurity audit? {Link to audit page with calendar schedule} I know what you might be thinking:

bear waving

But we can change that! As a fellow local business owner in {your location} we've seen many cyber breaches over the last 12 months. I'd love to share with you some of the details of these and how you can avoid the same problems in your business.

I'll follow up with a call next week if this email gets lost in your inbox.

How this email template works:

Very often, these emails will result in a meeting or to being forwarded to the decision-maker.
It's essential to show some personality in your emails to remind people that there is a human on the other end.

Template 2: The "Help Me I'm Lost" email

Email Subject: Try to reach {firstname}


Hi {firstname},

I'm trying to find out who the best possible person would be to discuss IT and Technology at your company.

Would you mind pointing me toward the right person and the best way to reach them?

Thank you in advance for your help.


Template 3: The no sales email

Email subject: 4 things that might spike your interest


Hello {firstname}

Have you ever wondered what technology is just around the corner and can improve the bottom line of your business? Well, every week, we release to publish a post that will help you understand the role of today's technology in your industry.

Here is a summary of the last four weeks:

{RSS Feed Including Summary + Link to Blog}


PS if you want to find out more about something in particular mentioned here schedule a call with me {link to calendar booking page}

How this email template works:

If you are a member of IT Rockstars then you'll have an active blog that gets updated every week with a new post.

This is the perfect opportunity to get your contact engaged in your content. Most advanced email marketing platforms allow you to pull the RSS feed from your blog along with summary and links.

Emails take almost no time at all to post and send. As a bonus, if a link gets clicked by one of your contacts you can then drop a retargeting pixel on their browser to remarket to them (again this is something we cover on the IT Rockstars membership)

Template 4: The Smart Email (tagging)

Subject: Local business owner tech gossip in {your location} 

Dear {firstname}

As a fellow local business owner in {your location} I'm sure you'll agree with me there are many technologies that can help improve your business. 

Here at {your company name} we want to help you - that's why we've produced a roundup of the tech available to you. Learn how:

{customer1} in {your location} fended off a cyber attack.

{customer2} of {in industry} switch IT provider and what the outcome was.

{customer 3} started using Office 365 intelligently and what it did for their business.

How this email template works:

If you are using advanced email marketing solution like ActiveCampaign then you can tag contacts depending on what link they click. For example, Joe Smith clicks the first example - you can then tag Joe as interested in cybersecurity.

The power of this email is that it gives the contact a multiple choice instead of just one. They are far more likely to click a link that spikes their interest. The content the links can be something simple as a small case study page on one of your customers (with their approval) include details of the company headshot of your customer for a personal touch.

Template 5: The 8 Word Email

Email Subject: {firstname}

Body V1: Are you still looking to switch IT provider?

Body V2: Are you still looking to secure your business IT?

How this email template works:


It's the most simple and most effective email you can send any of your contacts as it cuts through the noise and gets straight to the point—a no-nonsense approach. I recommend sending this out to failed prospects and leads that you attempted to sell but failed. Hit them up six months after your failed sales attempt.

To conclude, the last step you should do no matter what email template you use is to follow up. Many times someone will see an email but then do nothing. Follow up with a 2nd email to remind them of the email a few days later. Again ActiveCampaign lets you send the same email to anyone that did not open the first email.

The final step in this process is record the contact in your CRM and follow up with a phone call. MSP leads will nine times out of ten need a push in the right direction and the most effective way to do this is with a phone call.

Scott Millar

Scott Millar has helped over 300 IT service businesses transform their marketing and position them as the local technology leaders in their area.