You've managed to increase traffic with your SEO and content strategy magic. Your lead magnets successfully convert readers into subscribers. Yet, you have no idea how you should be using those valuable email addresses... Well, the secret is to write a series of emails from human (you) to human (subscriber). If you correctly "talk" to people as opposed to blasting offers to yet-another-random-email-subscriber-who-wants-just-free-stuff, your conversion rate might be actually higher.