70% Content and 30% Sales = Never Get Mad
At AppSumo, we emailed nearly a million people every day.
But instead of getting flagged as spam…people loved opening the emails!
Here’s the framework I invented to make that happen:
70% content, 30% sales
Many daily email newsletters sell too hard, don’t provide enough value, they’re boring, and they get unsubscribed fast.
If every email is just a pitch, people tune out.
But if it TEACHES them something — even while selling — they actually look forward to opening it.
So what does “70% content” look like? Like this:
Let’s say we’re promoting a new tool, the email might include: • How people are using it • What industries it’s working for • How it helps people make money • Real examples + use cases
Then the final 30% is simple: “Here’s the deal. Click here to get it.”
By this point, they’ve already gotten value — even if they don’t buy.
So it doesn’t feel like a pitch. It feels like discovery.
This simple formula is how we sent a daily sales email to 1,000,000+ people without burning the list.
70% content. 30% sales.
Share this concept with the writers in your life.
Image Description
The image is a simple diagram with two sections: a larger yellow section labeled "CONTENT" (70%) and a smaller green section labeled "SALES" (30%). This visual representation illustrates the recommended balance between content and sales in email marketing.
Positive Aspects
- Clear Visualization: The image effectively communicates the core message of the blog post by visually representing the 70/30 content-to-sales ratio.
- Simplicity: The straightforward design makes it easy to understand and remember, reinforcing the blog's advice on email marketing strategy.
Key Takeaways
- Engaging Emails: Prioritize content that educates and adds value, making emails something recipients look forward to.
- Balanced Approach: A 70% focus on content with 30% on sales helps maintain interest and reduces the risk of being marked as spam.
- Value-First Strategy: Providing value upfront ensures that even non-purchasers benefit from the email, fostering a positive brand perception.
- Effective Promotion: The sales pitch should feel like a natural extension of the content, not an intrusive advertisement.
Additional Insights
- Real-World Application: Think of your emails as mini-newsletters or informative updates, not just advertisements. Share insights, tips, and stories that resonate with your audience.
- Engagement Metrics: Track open rates and engagement to fine-tune the balance. If you notice a drop, reassess the content-sales ratio.
- Content Ideas: Use customer testimonials or case studies to illustrate real-world applications, making the content relatable and actionable.
