Offer them an ungated piece of content, a link to a blog you think they’d enjoy, coupons, invites to free courses and webinars, access to gated content or a free trial of your product. This will help build better relationships with your prospects and, in the long haul, do wonders for your brand. But be careful. Too much value can be a bad thing. “I see people making the mistake of making it ALL about value to their email subscribers. Just like any good relationship, it doesn’t work if it’s not working for EVERYONE. Dumping valuable content onto your audience doesn’t help anyone if you don’t show them how to take action with it. That action should be directly tied to your offers.” Emily McGuire, Founder and Chief Email Marketer, Flourish & Grit Step #3: Automate your email marketing The next step is investing in the right tools for the job. This means taking advantage of one of the many fantastic email marketing tools available today. Not only can they help streamline your workflow, but they give you the ability to automate a large part of the email marketing process – freeing up time for you to focus on other areas of your business. The ANYTHING BUT BASIC guide to email marketing / 8