70% Content and 30% Sales = Never Get Mad

AppSumo emailed nearly a million people every day and didn’t get flagged as spam. The secret? Each message was 70% content and only 30% sales.

The Marketing Logic Behind It

The image shows how the bulk of an email gives value: tips, examples, or stories. The last piece is the pitch. This mix builds trust and keeps readers curious about the next send. It’s the same rhythm as great teaching—educate first, sell second.

Why It Works

• Leads with value before selling
• Reduces "sales fatigue" from constant promos
• Builds habit and trust through consistent education
• Makes sales feel natural, not pushy

Examples

• Morning Brew uses news + ads in this ratio to keep open rates near 40%.
• Neil Patel’s newsletter teaches SEO tips first, then pitches software.
• Copywriting Course’s own emails follow this format using AIDA before the offer.