Sometimes a potential customer isn’t ready to purchase right away.  So a nurturing email campaign is a great way to continue the dialog.

They showed some interest in your product or service since they gave you their email address for your initial lead magnet.  So, to continue educating them, create a series of emails that expand on the benefits and features of your product or service.  These emails should provide valuable information and not be direct sales pitches.  However, once or twice you can add a call-to-action to directly promote your offer.