MSP Outbound Sequence

This sequence is built for MSP owners and sales leads targeting local small-to-medium businesses. Use it when your goal is to start a conversation about a specific IT pain point, not to pitch your entire service catalog. It's designed to build credibility and get a response over a 2-3 week period.

This is a 6-step sequence designed to run over approximately 15 days. It combines email and LinkedIn touches to build familiarity without being aggressive.

1. Total Steps: 6
2. Duration: 15-16 Days
3. Channels: Email + LinkedIn
4. Goal: Book a discovery call by focusing on a single, high-value IT problem.

Step 1: The Specific Problem (Day 1, Email)

The goal is to show you've done a minimum of research and are not just blasting a generic template. Reference their industry or a piece of tech they use.

1. Objective: Open a loop with a relevant observation.
2. Subject: Question about {{companyName}}'s data backup
3. Body Snippet: Noticed you're a dental practice using [Practice Management Software]. Curious how you're handling data backups to stay HIPAA compliant.

Step 2: The Soft Touch (Day 2, LinkedIn)

No message, no connection request. Just view their profile. It puts your name and face in front of them in a different context, making the next email feel more familiar.

1. Objective: Build passive familiarity.
2. Channel: LinkedIn Profile View

Step 3: The Case Study Bump (Day 4, Email)

A simple reply to your first email that provides a concise, one-sentence case study. This builds credibility.

1. Objective: Add social proof.
2. Subject: Re: Question about {{companyName}}'s data backup
3. Body Snippet: Just wanted to follow up. We recently helped another [Prospect's Industry] in [City] recover their entire system in under an hour after a ransomware attack.

Step 4: The Connection (Day 7, LinkedIn)

Now send the connection request. Add a short note referencing your email to tie the channels together.

1. Objective: Solidify the connection.
2. Channel: LinkedIn Connection Request
3. Note: Hi {{firstName}}, I sent you an email last week about IT at {{companyName}}. Thought it made sense to connect here.

Step 5: The Value Drop (Day 11, Email)

Provide a genuinely useful, non-gated resource. A simple checklist or a link to a non-promotional article works best.

1. Objective: Offer value with no strings attached.
2. Subject: Re: Question about {{companyName}}'s data backup
3. Body Snippet: Either way, thought this cybersecurity checklist for small businesses from the FTC might be useful.

Step 6: The Breakup (Day 15, Email)

A polite, professional closing of the loop. This often gets a reply from prospects who were interested but busy.

1. Objective: Last chance reply / professional closing.
2. Subject: Re: Question about {{companyName}}'s data backup
3. Body Snippet: Assuming this isn't a priority right now, so I'll stop my follow-ups. Let me know if that changes.

This sequence works best when you personalize the problem, not just the person's name. For MSPs, this means tailoring Step 1 to the prospect's industry.

Examples:

1. For a law firm: Reference compliance needs for client data.
2. For a construction company: Mention securing data across job sites and the office.
3. For a healthcare clinic: Focus entirely on HIPAA compliance and data security.

The rest of the sequence (Steps 2-6) can remain largely templated, as it builds on the initial personalized premise.

Running this sequence for hundreds of local businesses requires infrastructure. Sending from your primary Google Workspace or Microsoft 365 inbox is a recipe for disaster. Keep sends to 30-50 emails per day, per inbox to stay safe.

Your primary your-msp.com domain is your business's lifeline—it handles client tickets, invoices, and communication. Sending cold outreach from it is a critical mistake. A few spam complaints can get it blacklisted by Google or Microsoft, cutting off communication with your paying customers. This is why high-volume MSPs use fleets of secondary domains (get-msp.com, msp-support.io) and rotate sending across dozens of inboxes. This isolates risk and ensures your core business operations are never compromised.

Manually managing domain rotation, inbox warmup, and multi-channel orchestration is a full-time job. Tools like SuperSend exist to handle this infra and orchestration so your team can focus on writing good emails, not duct-taping sending systems.