Cold Email Strategies for Managed Print Services and Office Technology Dealers
By Email ExtractorPublished 6 min read
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The Managed Print Services Market
The US managed print services (MPS) market exceeds $10B, part of the broader $30B+ office technology and document management industry. Most businesses still print, and most overpay:
"Office managers at companies like [Company] typically spend 15-30% more on printing than they need to. The overspend is usually buried in supplies, service calls and devices that are wrong for the actual print volume..."
Value
"We offer a free print assessment: we analyse your current devices, volume and costs, and show you exactly where the waste is. No obligation, and even if you stay with your current provider, you will have the data to negotiate better"
Proof
"We recently helped [similar company type] in [area] reduce their print costs by [X]% while improving uptime and adding scanning workflow to their front desk"
CTA
"Would a free assessment be worth 30 minutes? I can come to your office with the results within a week"
To IT director (technical approach)
Section
Content
Subject line
"[Company]'s print security and device management"
Opening
"As IT director at [Company], you probably manage [estimated number] networked printers and MFPs alongside everything else. Print devices are often the weakest link in network security: unpatched firmware, open ports, print jobs sitting in trays..."
Value
"Our managed print programme includes centralised device management, automatic firmware updates, secure pull printing (badge-release), and fleet monitoring through a single dashboard that integrates with your existing IT management tools"
Differentiator
"We are a [manufacturer]-certified partner with [X] certified technicians in [area]. Average on-site response time is [X] hours, not [X] days"
CTA
"Would it be useful to discuss how managed print fits into your IT infrastructure? I can also run a free network print audit that identifies security exposures"
To CFO (financial approach)
Section
Content
Subject line
"Reducing [Company]'s print spend by 20-30%"
Opening
"Most companies spend 1-3% of revenue on printing and document management. For a company [Company]'s size, that is approximately $[estimate]/year, and most of that spend is invisible: buried across departments in supplies, service, leases and employee time..."
Value
"We consolidate all print costs into one predictable monthly payment: hardware, service, supplies, parts and support. Our clients typically reduce total print costs by 20-30% while improving service levels"
Proof
"A [industry] company similar to [Company] reduced annual print costs from $[X] to $[Y] while adding scanning, mobile printing and secure print release"
CTA
"Worth a conversation? I can provide a cost-per-page analysis of your current environment with no commitment"
Outreach Sequencing
Email
Timing
Content
Goal
Free assessment offer
Day 1
Problem awareness; free assessment; no obligation
Get a meeting
Industry-specific proof
Day 5
"[Industry] companies like [Company] save [X]% on printing with managed print"
Social proof
Cost calculator
Day 12
"Based on [Company]'s size, you are likely spending $[X]/month on printing. Here is why"
Create urgency
Service comparison
Day 20
"Here is what we offer vs typical break/fix providers: response time, uptime, cost predictability"
Competitive positioning
Last touch
Day 35
"When your current print contract is up for renewal, we would like to earn your consideration"
Long-term follow-up
Metrics
Outreach target
Open rate
Reply rate
Assessment booked
Notes
Office manager
30-40%
5-10%
3-7%
Most responsive; daily print frustration
IT director
25-35%
3-7%
2-5%
Responds to security and management angle
CFO / Controller
25-35%
3-6%
2-4%
Responds to cost savings
Facilities manager
30-40%
4-8%
3-6%
Cares about service and reliability
Procurement
25-35%
3-6%
2-4%
Process-driven; often requires RFP
Building MPS Prospect Lists
When compiling prospect data from business directories (CSV), LinkedIn research, chamber of commerce member lists (PDF, HTML), commercial real estate databases, government procurement portals (CSV), Google Maps business listings and industry association directories, upload the files to Email Extractor to extract and deduplicate email addresses. Office managers, IT directors and facilities managers appear across multiple business directories, association listings and chamber databases, so deduplication prevents contacting the same decision maker through overlapping outreach campaigns.
