Do you know that person at a party who can’t stop talking about themselves?
You know, the one who humbly brags about going to Harvard, running marathons, and being “too busy” with their startup scaling to eight figures—but never asks a single question about you?
You smile politely, but inside, you’re just waiting for an excuse to leave.
Now, imagine if your emails gave off that same vibe.
No one wants to stick around for a one-sided conversation, especially when it’s all about selling.
That’s why, as a course creator, online expert, or high-ticket coach, it’s crucial to strike the right balance in your email marketing.
Instead of bombarding your subscribers with endless promotions, focus on building genuine connections by providing content that actually helps them.
When you lead with value, your audience listens—and that opens the door to impactful, profitable selling.
So, how do you avoid being that person in someone’s inbox?
The answer lies in mastering the 70-30 rule of email marketing.
Here’s how it works.
The 70-30 Principle In Email Marketing
Effective email marketing is all about balance.
That’s where the 70-30 rule comes into play.
The idea is simple yet powerful—dedicate 70% of your email content to adding value and only 30% to promoting your product or service.
Why does this work?
Because nobody likes a hard sell.
Your subscribers signed up for your emails because they believed you had something worthwhile to share.
By focusing primarily on offering value, you establish trust, demonstrate your expertise, and create a connection with your audience. When it’s finally time to pitch your offer, your readers are more likely to listen—and act.
What Goes Into the 70% Value-Driven Content?
The value-driven portion of your emails is your chance to show your audience that you truly “get” them—that you understand their struggles, aspirations, and what keeps them up at night.
When done right, this doesn’t just help your readers; it sets you apart as someone they can trust and look up to in your field.
Think about it—when you consistently provide insights, tips, and stories that speak to your audience’s experiences, they’ll naturally start seeing you as the go-to person in your industry.
You’re not just another business in their inbox; you’re someone they learn from, someone who’s on their side, and someone they can count on.
Over time, this builds a sense of familiarity and trust—kind of like that friend who always has the perfect solution to your problem. You want to hear what they have to say because it’s helpful, genuine, and relevant.
And here’s the best part—when your audience sees you as a trusted expert, they’re far more likely to want to work with you down the line.
Whether it’s signing up for your course, booking a one-on-one call, or buying your product, they’ll feel confident taking that step because you’ve already proven your value.
You’ve built that connection by showing you’re not just in this for the sale—you’re here to help them succeed.
That’s what turns casual readers into loyal customers and, even better, enthusiastic advocates for your brand.
So what exactly should you send your readers? Here are some ideas.
1. Actionable Tips
Share practical insights your readers can immediately apply to their lives or businesses.
If you’re a fitness coach, offer a short weekly workout plan or a simple nutrition hack. If you’re a business strategist, provide a quick productivity tool recommendation or a time management technique.
For example, you can write short emails around these ideas:
- “Struggling to manage time effectively? Try blocking 90 minutes every morning for your most important task—you’d be amazed at the results.”
- “Here’s an underrated abs workout that takes less than 10 minutes. Bonus? No equipment needed.”
These bite-sized pieces of value meet a need and keep your readers coming back for more.
2. Industry Insights
Keep your audience up to date with trends, research, or notable changes in your niche.
Insights like “What’s working right now” or “What experts are saying about X” make your audience feel informed and prepared, especially when you provide context and actionable takeaways.
3. Success Stories
People love relatable stories, especially ones that inspire them.
Share your clients’ or students’ wins (with their permission, of course). Highlight their challenges, how they overcame them, and the results they achieved.
Success stories are not only motivational but also subtly show that your methods work.
For example:
- “Meet Sarah, who joined our program as a busy mom juggling two kids and a side hustle. By focusing on consistent small steps, she launched her first digital course in just eight weeks and made $5,000 in her first launch.”
4. Myth-Busting
Call out common misconceptions in your industry and provide the truth.
For example, as a financial coach, you might debunk the myth that budgeting is only for people struggling with money. Or as a digital marketer, explain why more website traffic doesn’t always equal more sales.
This not only positions you as an authority but also shows that you genuinely care about helping your audience avoid pitfalls.
5. Engaging Interactive Content
Don’t be afraid to mix it up! Experiment with quizzes, Q&A sessions, or even interactive polls. Ask for feedback or invite readers to reply with their own stories. This creates a two-way conversation and fosters community, which strengthens your connection.
6. Tell Stories
Who doesn’t love a good story?
There’s just something about hearing a real-life experience or an engaging anecdote that sticks with you way more than a dry fact or statistic.
Instead of saying, “Focus on one thing at a time to be more productive,” why not tell a story about a client who juggled a million responsibilities, constantly felt overwhelmed, and finally found sanity by using one simple prioritization technique?
Suddenly, your tip becomes relatable and memorable—they can see themselves in the story, and it clicks.
Stories have this magic way of engaging both the heart and the mind, so use them to make your insights and lessons resonate in a way that facts alone never could.
7. Collaborating With Experts
Ever bring a friend to a party who’s the life of it and makes you look cooler just by association?
That’s what collaborating with industry experts or influencers can do for your emails.
Include a little Q&A with a respected voice in your niche, or feature a short guest post from someone whose work your audience already admires.
Suddenly, you’re not just sharing your knowledge; you’re curating a broader pool of wisdom.
Your readers get fresh, valuable perspectives, and you score points for connecting them with credible, interesting people. It’s like having a great conversation where everyone walks away feeling a little smarter.
Plus, collaborations often expand your reach—because who doesn’t like a win-win?
By focusing on delivering high-value content, you can build strong, lasting connections with your audience.
The Final 30% – Your Soft Pitch
Once you’ve built trust and demonstrated value, it’s time to introduce your offer.
This part should feel like a natural progression of the conversation rather than a sudden sales pitch.
Perfecting The Soft Pitch
Soft selling is all about a non-aggressive, ‘suggest rather than push’ approach. The goal is not to disrupt your reader’s engagement but to gently steer them towards your product or service.
You can introduce your offering naturally by weaving it into your narrative. For instance, if you’re talking about the importance of regular exercise, seamlessly mention your health program that helps students stay on track and achieve their fitness goals.
To make sure your promotional content captivates your reader’s attention and drives conversions, follow best practices in email copywriting.
Use compelling language, highlight the benefits of your offer, and ensure a strong yet subtle call to action.
By applying these techniques, you can maintain your audience’s interest and guide them towards making a purchase without appearing overly sales-focused. This balanced approach not only builds trust but also increases the likelihood of conversions.
Building Excitement For Future Emails
Keeping your audience excited for your next email is key to maintaining engagement. Whether it’s a special offer, compelling content, or a solution to a common problem, building curiosity will keep them coming back.
Here are some strategies to ensure your subscribers eagerly await your future emails:
Tease Upcoming Content – If your audience includes aspiring entrepreneurs, hint at an upcoming interview with a successful startup founder who offers relevant insights. For example, end your email with, “Next week, we’ll hear from Sarah, the founder of TechStart, who built her company from scratch in less than two years. She’ll share her top strategies for navigating the startup world. Don’t miss it!”
Hint At Challenges Or Programs – For an audience of fitness enthusiasts, suggest an upcoming challenge or fitness program. This not only excites them but also provides a participatory element they can look forward to.
Introduce New Series – If your subscribers are interested in personal development, spark curiosity by announcing a new series exploring various productivity techniques. You might say, “In our next series, we’ll dive into different productivity hacks to help you maximize efficiency and achieve your goals. Stay tuned!”
By creating a sense of anticipation for what’s next, you encourage your audience to open your future emails and build a community of engaged, eager subscribers.
Why The 70-30 Rule Works
The genius of this approach lies in the psychology of trust. When you give more than you take, your audience sees you as someone who isn’t just in it for the sale—you’re here to genuinely help them succeed. This creates goodwill, builds loyalty, and makes readers much more receptive when you do offer something for purchase.
Consider this real-world analogy. Imagine someone helping you carry groceries to your car on a windy day—it feels great, right? Wouldn’t you be more open to hearing about their charity or cause afterward? That’s the same principle at work—value first, then ask.
Ultimately, the 70-30 rule isn’t just about conversions—it’s about nurturing relationships.
By consistently delivering valuable content, you stay top-of-mind, creating a loyal audience that looks forward to hearing from you. Over time, this is what turns casual readers into lifelong customers and advocates of your brand.
Sum Up: Start Applying The 70-30 Rule To Your Email Marketing
Here’s your challenge for the week—review your recent emails and ask, “Am I giving more than I’m asking?”
If the answer is no, it’s time to shift the balance. Plan your next email with the 70-30 rule in mind, and watch the difference it makes in engagement and trust.
Remember, effective email marketing isn’t a sprint. It’s a marathon, and every email is an opportunity to strengthen your connection with your audience.
Apply the 70-30 rule consistently, and you’ll not only stand out in their inbox but also build a community of loyal, engaged subscribers who are eager to hear what you have to say next.
Ready to step up your email game? Set your first 70-30 email plan into motion today. Your subscribers (and future sales) will thank you!
Leave a Reply