You're not providing enough information. Are you talking about general emails to your list or a series of emails promoting a specific product that people opted in to learn more about?

If you are talking about a general list that you will be in communication with for a while and will be addressing different topics, then focus on relationship building before you ask them to hand money over. Get to know your list and let your list get to know you. When they see you as an expert in your field and trust you know what you are talking about, then they will take your recommendations more seriously.

Don't think in "either, or" terms like that. Some of the most effective emails you can send provide both good, informative info and a related sales pitch. The trick to this is writing in such a way that you transition into the pitch in a seamless way. Eric Louviere's a master of this, for example.

Let your product recommendation drive that bus. In other words, figure out what the major benefit of your product (or aff. recommendation) is, then create your informational copy around that. Use that to illuminate the issue and to give details about it, then transition into a solution. Just don't beat them over the head with it! Make it subtle and keep it friendly and personal. Works amazingly well!

John

According to Mr Frank Kern. 25 to 1 ratio of Content to Promo. With a strong emphasis on being "really cool" to your list while providing valuable content and giving away free stuff. cheers!!

There's no easy answer to this -- every market and every list can be different. Some will swear by having every e-mail have a promotion, while others will swear by having tons of content.

My personal finding is that if it's a new list, you want to come right out with promotions, especially in the first e-mail, because that's where you'll get more attention from a new list.

It's also a myth to assume that people want more content than promotions.

Don't believe me? Look at this very forum and tell me how many viewers are currently viewing the WSO forum vs. the main forum (pitch vs. free content). I'd be willing to bet that nearly 100% of the time that you check this, you'll see that the WSO has way more viewers -- by at least 30% to 60% more. Sometimes even double.

- Koz

I think & in my experience the last reply is spot on - its about the quality of what you send and obtaining your list's trust

When you start talking to your subscribers instead of at your subscribers, then all of this ratio of info to promo stuff will go out the window. I don't care what Frank Kern says!

Your subscribers need to get to know you before they will take your recommendations seriously. Let that happen by being yourself. Tell them about what you do and what tools work for you and why. That is the type of recommendation that works. And these recommends can be in passing, somewhere in an email about what kind of day you had.

One of the missing key ingredients in most IMers mailings is personality. It is very important to fill every correspondence with your own personality. Will everybody like your personality? Of course not! Some people think that I am abbrasive and don't get my humor, while others think I am funny and wise. You won't please everybody, just as everybody doesn't want to be your friend in real life.

If you are boring, then your boring subscribers will relate to you. If you are hyperactive and full of energy, then those with a similar personality will take to you.

Be yourself and don't worry about what Frank Kern says about info to promotion ratios. As long as you are doing your best to provide your subscribers with quality information in a way that entertains and informs them, then you will do well.