Do I need to upload a list of contacts?

No. You paste your website and the agent finds matching companies and decision-makers itself, verifying each email address before anything is sent.

Does it send from my own domain?

No. Outreach is sent from warmed lookalike domains we operate on your behalf, so your real domain's email deliverability is never put at risk.

Prepaid credits, no subscription. Sending an email costs about $0.03 and verifying a contact about $0.01. New accounts start with $30 in credits.

Is cold email legal in the EU?

Business-to-business outreach is permitted in most EU countries under legitimate interest, provided the message is relevant to the recipient's role and opting out is easy. Pipestork includes a one-click unsubscribe and a postal address in every email, and blocks countries that require prior consent, including Germany, Austria, Italy and Switzerland.

How do I compete with an incumbent MSP?

You usually do not win on quality claims, because the client has no way to verify them. You win on timing — being present when the contract renews, when an incident happens, or when a compliance obligation appears that the incumbent cannot service. That makes follow-up cadence more important than the first email.

What is the best trigger for MSP outbound?

Cyber insurance renewals and compliance deadlines, because both create an internal deadline the prospect did not choose. Office moves and rapid headcount growth are second-best — both break existing IT arrangements.

Cold email by industry · MSPs

Cold email for IT managed service providers

Nearly every company you email already has IT support, and they are not unhappy enough to switch on a Tuesday. MSP outbound is therefore not about persuasion — it is about being the email in the inbox at the moment something breaks, a contract renews, or a compliance requirement lands. That means patience and a long follow-up horizon rather than clever copy.

Who you are actually selling to

Managing Director / Owner: At companies of 10-100, IT spend is an owner decision and the conversation is about risk, not features.
Operations Director: Feels the downtime directly and is the one who escalates when the current provider is slow.
Finance Director: The right target when your angle is cost consolidation or a per-seat comparison.

The trigger worth waiting for

A cyber insurance renewal, a compliance requirement (NIS2 has been a large one across the EU), an office move, a headcount jump, or an acquisition. Each forces a review that would otherwise never happen. NIS2 in particular has pushed mid-sized companies into needing documentation they do not have.

What works

+Leading with a specific obligation rather than a service. "Does your current provider give you the incident-response documentation NIS2 asks for?" is a real question with an uncomfortable answer.
+Naming a response time. MSP buyers compare on responsiveness far more than on capability.
+Being local and saying so. For companies under 100 people, proximity still wins deals.
+Long, polite follow-up sequences. The MSP sale is a timing sale; the reply often comes months later when something breaks.

What fails

−Fear-based subject lines about ransomware. Overused to the point of invisibility.
−"Free IT audit" as the first ask — it implies a stranger walking through their systems.
−Feature lists. No owner is comparing your RMM tool against the incumbent's.

A worked opener

Subject

NIS2 documentation — who holds yours?

Body

Quick question rather than a pitch: when your cyber insurance renews, can your current IT provider hand you the incident-response plan and asset inventory the policy now asks for? Most providers we replace could not, and the client found out at renewal. We are in Antwerp, four-hour response, and we do that documentation as standard. Happy to send the checklist we use either way — no call needed.

Why it works: It opens with a question the reader cannot confidently answer, ties to a dated event they already have in the calendar, and the offer is a document rather than a meeting.

Compliance notes

Standard B2B rules apply. One vertical-specific caution: do not reference specific vulnerabilities you have detected on a prospect's infrastructure as an opener. It reads as a threat, is a poor first impression, and in some jurisdictions unsolicited scanning is itself a legal problem.

Questions

How do I compete with an incumbent MSP?: You usually do not win on quality claims, because the client has no way to verify them. You win on timing — being present when the contract renews, when an incident happens, or when a compliance obligation appears that the incumbent cannot service. That makes follow-up cadence more important than the first email.
What is the best trigger for MSP outbound?: Cyber insurance renewals and compliance deadlines, because both create an internal deadline the prospect did not choose. Office moves and rapid headcount growth are second-best — both break existing IT arrangements.

Have the agents do this for you

Everything on this page is what a good MSPs campaign needs someone to work out. Pipestork works it out from your website — the profile, the companies, the decision-makers, the sequences — and sends from warmed mailboxes, not your domain.

Try it with $30 in credits →