This week, we explain: 1. How to manage your audience long term. 2. Content ideas to keep your message fresh over time.
We touched on this idea in earlier articles but it is worth reiterating: Email marketing in M&A is not just about lead-gen, its about audience building.
That said, we need to own the fact that this exercise is not just about shaking the tree, but about planting seeds.
No response – Until the prospect says no, treat this as an audience building exercise. Continue to follow up quarterly or even monthly as you see fit.
No interest – Enter these into a long term, yearly follow up cadence.
Interest but timing is wrong – Semi-annual or quarterly follow up cadence.
Interest but do not qualify (lack of EBITDA, circumstance etc.) – Semi annual or quarterly follow up cadence.
Interest and qualified – Take immidiate action.
Each of these 5 prospect types will require different follow up content. While not incredibly complex, there are enough moving parts in planning a productive M&A email marketing strategy to require some help to maximize your results.
Company updates (on your firm) – New hires, recent non-related closes, newsletters, blog updates etc.
Specific calls to action – Sellability analysis, Value Builder, meeting offers, etc.
We highly recommend having these prospect response types and "trees" well defined prior to starting your email marketing campaigns.