Inbox Death: The Promo-to-Value Mistake New Marketers Make
You just landed your first email list management client: Claudia, a lifestyle wellness coach who lives in your area. Her business: a mix of online courses, live group coaching, and 1-on-1 sessions.
You’re ready to help her grow her business using email. You plan to send out emails about her services… but wait.
There’s the problem: If you only send promotional (a.k.a. “sales-y”) emails, you’ll quietly kill her email deliverability.
The Problem New Email List Managers Often Miss
It seems logical: Claudia has great products and service. Why not send lots of emails about them?
But there’s a catch: mailbox providers like Gmail and Yahoo are watching everyone’s email accounts. If they see too many sales-focused messages and not enough value-packed content, they start dinging your email sending reputation. The result: more emails routed to the spam folder. Or worse – emails rejected outright.
Even if subscribers don’t hit “unsubscribe,” low engagement sends a signal. Over time, more and more emails get routed to the spam folder resulting in fewer and fewer people seeing Claudia’s emails. That means fewer clicks. Fewer bookings. Less revenue.
All because the email mix was off.
The Simple Fix: The Right Balance Between Value and Promotion
There's a tried-and-true rule in email marketing: The 80/20 Rule.
80% of your emails should be educational, helpful, or inspiring.
20% can directly promote a product or offer.
This builds trust. It trains Claudia's readers to want her emails, not ignore them.
What "Value" Looks Like for Claudia
Think wellness tips, routines, mindset shifts. It's the kind of content already on her blog.
“3 Simple Ways to De-Stress After a Long Day”
“Why Your Morning Routine Might Be Making You Tired”
“How Claudia Rebuilt Her Health After Burnout”
These emails keep subscribers engaged and create natural openings for soft promotion.
Example:
“Want a guided version of this routine? Check out Claudia’s 5-day reset course.”
The Right Cadence for Claudia's List
Claudia has 500 subscribers — it’s a typical size for someone who builds personal connections as a local business.
Start with 1 email per week. It’s enough to stay top of mind without overwhelming people.
Here’s a simple monthly flow:
Week 1: Educational (no sales)
Week 2: Educational + soft CTA (e.g., “want to go deeper?”)
Week 3: Story-based email with subtle link to a course
Week 4: Direct promo email (e.g., “Spots open for 1-on-1 coaching”)
This rhythm builds value first, then earns the ask.
What to Track in Your Email Platform
Even with the right mix, you need to know what's working and what isn't.
Here are 3 key metrics to monitor:
Open Rate - Aim for 30%+. If it drops below 20%, your subject lines or sender reputation need work.
Click-Through Rate (CTR) - Watch for what people are clicking: free tips vs. product links. A good benchmark is 2–5% CTR for non-promotional emails.
Spam Complaints - Stay under 0.1%. If someone marks your email as spam, that hurts Claudia’s sender score.
Full disclosure: I'm a Klaviyo Business Partner. I recommend Klaviyo to everyone because it's super easy to use and yet has a lot of powerful features. Read my article to get started using your own FREE Klaviyo account to send your emails.
Want Help Planning it All?
The easiest way to apply the 80/20 rule? Map out your emails ahead of time.
Download my free “Month-at-a-Glance Campaign Planner”. It’s a simple template that helps you:
Balance educational and promo emails
Plug in themes from Claudia’s blog
Align emails to her 3-tier offer stack
Final Thought: You're Not Just Sending Emails
You’re building a relationship between Claudia and her clients.
A well-balanced email strategy keeps that relationship strong. It keeps Claudia’s offers in the inbox, and not the spam folder. And it positions you as a smart, trusted guide for her brand.
Avoid the mistake most beginners make.
Lead with value. Deliver with purpose.
And watch Claudia’s business thrive, one email at a time.
What if the emails you send and receive every day could unlock a simple, rewarding part-time business that pays you $500, $1,000, or even $2,000 a month…without ever leaving your home?
Believe it or not, there’s a hidden skill behind those emails—a skill that businesses are desperate to pay for—and it’s something you can master in just a few hours, starting with zero experience.
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