Users are too savvy and impatient to deal with fluff content, so it must be informative, short, and to the point. Especially when you’re invading someone’s inbox, you need to immediately make the “give to get” understanding clear.

By leading with helpful information, let’s say a newsletter about helpful facts pertaining to your audience, you’re building some rapport. Don’t worry about putting an ask or call to action in your newsletters – other than to allow the user to continue reading or to check out other helpful posts.

Follow up – by segmenting people who are actually engaged with your business and have clicked on a page in an email or previously interacted with your site, you can follow up with more “sales follow up” style email lead generation template.