4 - Add value “Nobody wants to hear someone talk about themselves 100% of the time. That’s how basic relationships work. If you think about your audience as people you want to build relationships with, then it’s easy to come up with valuable content.” Emily McGuire, Founder and Chief Email Marketer, Flourish & Grit Thousands of marketing emails are sent to prospects on a daily basis. You have to stand out. You don’t want to be seen as just popping into their inbox and asking them to buy something. So, if all your emails are sales-focused, there’s a possibility your audience will become unresponsive. Provide them with value-add emails regularly, using an 80/20 split between value and sales emails. Remember to offer them ungated content, a case study where you’ve helped a company in a similar situation solve their challenges, a link to an interesting blog, coupons, an invite to a webinar or a freebie. By offering them value, you’re building a trustworthy relationship with your prospect which can lead to referrals and brand awareness, not to mention a lifelong customer. The ANYTHING BUT BASIC guide to email marketing / 13