Here are a few best practices we recommend.

• Send the emails over several weeks, on a regular basis (typically once a week, at a time when the email open rate is high).

• Provide high-value content focused on solving the prospect’s problems.

• Send offers for additional content as long as the recipient doesn’t unsubscribe.

• Follow a reliable messaging framework like StoryBrand.

• Create content that’s high-value, empathetic, valuable, and authoritative.

• Ensure content is relevant to the prospect, based on the lead magnet they initially requested.

• Offer free, high-value content at least three times before presenting a bottom-of-the-funnel offer like a sales conversation or a purchase.