“We also offered 25 free leads to people in the ‘Rekindle’ campaign. If they signed up, they would be moved into the ‘Free Trial’ campaign. I love to interconnect my sequences. It can improve the relevance of your messaging, with minimal additional effort.” James found that the email offering 25 free leads to people in his ‘Rekindle’ campaign was the most effective one he sent. Here’s a screenshot showing the campaign results: ‘Additional Value’ drip campaign The purpose of James’ ‘Additional Value’ campaign is to engage with leads who’ve already downloaded gated content. The advantage you have here is that you already know which content this lead is interested in, so you can provide more of the same. James told us: “By regularly providing helpful content, you’ll demonstrate the value of your company, and build a positive relationship with the lead.” The Inbound Marketing Playbook / 64