As a Managed Service Provider, you face the dual challenge of protecting your clients while demonstrating your ongoing value. One of the most effective (yet underutilized) tools for accomplishing both goals is a well-crafted client newsletter. Even if you’re aware of the potential benefits, determining what content to include in each edition can be daunting and may seem like another task on your already full plate.

At Blacksmith InfoSec, we’ve seen firsthand how regular, informative communication builds trust, improves security awareness, and increases client retention. The good news? Creating newsletter content doesn’t have to consume your entire week. In this guide, we’ll outline practical strategies for building a newsletter that requires just a few hours of effort each month while delivering substantial returns on that investment.

Your MSP’s Newsletter: More Than a Marketing Tool

Email newsletters offer several key benefits that directly impact your bottom line:

1. Proactive communication that positions you as a subject matter expert rather than just a service provider.
2. Regular touchpoints with clients outside of problem-solving scenarios and QBRs.
3. Demonstration of expertise that reinforces your value proposition.
4. Education opportunities that improve client security posture (and potentially reduce your workload).
5. Relationship building that enhances client engagement and retention.

Let’s explore how to create a newsletter that accomplishes these goals while being sustainable for your team to produce.

Essential Newsletter Sections

We recommend creating a repeatable format for your newsletter. With such a template in hand, devising your content every month (or week, if you’re ambitious) becomes second nature. Cybersecurity information is a fantastic go-to, because this topic is always timely and relevant, and your newsletter can actually become part of your clients’ ongoing awareness training.

Let’s go through some example sections which can easily be written every time your newsletter goes out:

1. Threat Intelligence Updates

Your clients rely on you to translate complex security threats into business-relevant information. This is a great opportunity to warn your end-users about surging threats while reminding them that you’re actively watching the cyber-horizon to keep them safe.

Include:

• Recent significant breaches with lessons applicable to your clients
• Emerging threat vectors relevant to your clients’ industries
• Practical advice clients can implement immediately

Keep these updates concise and focus on actionable takeaways rather than technical details. Remember that most readers want to understand the business impact, not the technical specifications, so tailor these updates to their level of tech knowhow.

2. Compliance and Regulations

For clients navigating regulatory requirements, a dedicated compliance section provides immense value:

• Upcoming regulatory deadlines that may affect your clients
• Changes to existing frameworks like NIST, HIPAA, PCI DSS, etc.
• Simple explanations of how these changes might impact their operations
• Steps you’re taking to ensure their continued compliance — reminding your clients that you’re an MSP who’s staying proactive is never a bad thing!

This section positions you as a partner in compliance, not just technical security.

3. Security Best Practice Reminders

Use your newsletter to reinforce fundamental security practices:

• Password management tips and reminders
• Phishing awareness with recent examples your clients might encounter
• Physical security considerations often overlooked in digital discussions
• Remote work security guidance as workplace models continue to evolve
• Awareness training reminders and video links

Rotate through different best practices to keep content fresh while reinforcing critical behaviors.

4. Client Success Stories

With appropriate permissions, showcase how you’ve helped a client overcome security challenges:

• Problem-solution scenarios (anonymized if necessary)
• Positive outcomes from implementing your recommendations
• Testimonials from satisfied clients

These stories help other clients understand the concrete value you provide while recognizing potential gaps in their own security posture. Remember to keep these informative, not transactional. Your newsletter is meant to be a resource, not a sales pitch.

5. Company Updates & Team Highlights

Spotlighting some of your internal personnel and processes can help humanize your MSP:

• New team members and their expertise
• Recent certifications or training completed by your team
• New service offerings relevant to client needs
• Community involvement initiatives that showcase your values

Relationships are built between people, not companies. Highlighting your team helps clients feel connected to the individuals protecting their business.

Design & Distribution Best Practices

Frequency & Timing

Finding the right cadence is crucial:

• Monthly newsletters provide regular touchpoints without overwhelming clients, and are easily manageable by owner/operators or small teams with limited time
• Consistent delivery timing helps clients anticipate and prioritize reading your content
• Special alerts can go out as one-off broadcasts for critical security issues that can’t wait for the regular newsletter

Format Considerations

How you present information matters as much as the content itself:

• Mobile-friendly design ensures readability on any device
• Scannable formats with clear headings and bullet points
• Visual elements like icons and infographics to break up text
• Consistent branding that reinforces your professional image

Distribution Method (Recommended MSP Newsletter Platform)

We use beehiiv as a newsletter platform and have found it to be a simple, effective means to quickly create and distribute Forging Trust. Apart from making the design aspects easy, beehiiv also makes your previous newsletters available to your readers in a blog-like format. Feel free to view our archive of Forging Trust back issues for inspiration — and even reference or link to our articles to supplement your own cybersecurity newsletters!

Measuring Newsletter Effectiveness

Track these metrics to optimize your approach:

• Open rates to gauge overall interest
• Click-through rates on specific articles to understand what resonates
• Feedback and questions generated from newsletter content
• Client retention rates compared between engaged and non-engaged readers

Summing It Up

Your communication approach can be a significant differentiator in the IT space. A well-crafted newsletter transforms how clients perceive your MSP — from a necessary expense to a valuable security partner with a lot of helpful insights to share.

By implementing the strategies outlined above, you’ll not only strengthen client relationships but also improve their security posture through consistent education and awareness. Remember that when it comes to security, informed clients are your most valuable allies in preventing breaches and maintaining compliance!

Ready to elevate your client communications? Start your first newsletter this month, and watch how this simple initiative transforms your client relationships over time.